Earlier this year I was asked by FiOS 1 News to talk about the importance of video for business and personal branding. This blog is the second in a series of Q&As developed by Corbett Public Relations intern Emily Glickman, from Ithaca College.
Every business and business person should have an online video presence. I used to say that a business without an online video was 2-3 years behind their competition, but now video is even more important because of mobile devices such as smartphones and tablets. If you’re not using video, you are four years behind competitors and falling further behind every day. Simply put, mobile video is what people want to watch and using it is critical for business growth and personal branding. Video is one of the best ways to bring your personal brand to life.
Businesses should have a 1-2 minute video about what they do and why people should work with them. Stay away from talking about how great you are, instead share stories and information about how you have helped clients and customers learn and overcome challenges. Individuals in sales or marketing, or anyone who relies on networking, should have a video about themselves posted on YouTube and LinkedIn. Creating a cost effective online video is possible. Some can be done for a few hundred dollars. Corporate videos will cost much more. However don’t let the cost hold you back. The fact is that if video is not a regular part of your marketing, your competitors will be getting your sales and your opportunities.
The key is to get your message out. Even a low production quality video is better than no video at all.
What should a person do if they are nervous or inexperience being on camera?
I regularly train people for videos and news interviews. There is an art to this and certainly practice and preparation are very important.
For those who are nervous on camera, I recommend:
- Identify your target market and who you are talking to beforehand. Remember this when you are speaking on camera.
- Practice in front of a camera before shooting. While this is awkward, it is a good way to see how you look and act. Take the time to practice. Remember what you say is as important as how you say it. Body language is also critical. How you stand, how you hold your arms, how you use your hands and where you are looking all have an impact on how you will be perceived.
- Get your message out concisely. Studies show that people want to watch short videos with a clear messages and interesting content.
How do I make my videos interesting or worth watching?
Videos are important as a tool that gives a full picture of who you are and what business offers. When creating a video, sitting and being a “talking head” should be avoided. To get and keep viewers’ attention, think about capturing moments and places where people will get a glimpse of the behind- the- scenes action or see what you are about.
If possible, show both sides of the business and the people behind it. Show people in action and where planning takes place. A tip for this is to get b-roll (background video) of your office, facility, store or warehouse. Get shots of people and show what goes on behind the scenes. Remember to show faces and personal interactions.
Why is “Different is better than best”?
Your online video presence can come in many forms. Using Facebook Live, regular Facebook videos and YouTube videos are good ways to have your personality shine through. Your video is ultimately your personal brand statement and it may be short. It should describe what you do, how you are different and why people should work with you. Telling your personal story, brand history and what you are about are useful to include. These videos help you build trust and relationships.
Being that the popularity of live video is on the rise, it is important to look natural when in front of the camera. The key is always be prepared. Facebook Live videos may generate hundreds to thousands of viewers and while your face is important, it’s not the only element that makes for a good video. Video selfies are challenging to shoot and may make a person look odd. Practice how you shoot these videos and find your best angle.
Be aware of what’s behind you and in front of you as there could be interesting visuals that go beyond your face. When doing a live video through your personal or corporate account, it may take 10 minutes or more before you may start generating followers and momentum.
Think of live video like a radio show it is okay to repeat information because people are going to drop off and come back. If you know you will be doing a live video tell your friends. Let your friends and contacts know you will be going live. Ask them to share the video on their feeds. This is an especially effective strategy when using Facebook Live.
Ask yourself: Would you watch this? Would you share it?
The fact is that there are a lot of boring videos being put up online. Ask yourself would you want to watch the video that you’re creating. If the answer is no, rethink what you are doing. Simply posting videos for the sake of posting a video should be avoided. Your content matters, think about what you post, when you post and the visual components.
Before posting or uploading your video, be sure viewers will be provided a link to your website as well as other ways to find you or connect with you. Additionally, post often and on different platforms using content that goes with the video like key words and tags. This information will make it easier for people to find your video when they do an online search.
Final pointer: Hundreds to thousands of people could be watching your video, make it have a purpose and a point.
Would you like to learn more about preparing to be on camera and how to create your message? Feel free to contact me at firstname.lastname@example.org.
By Bill Corbett