Video marketing has taken over the marketing and branding world since the rise in popularity of social media. Since then, social media companies have been continuously adapting their algorithms to favor video content as video is the most consumed medium compared to that of print or audio.
Over the last 13+ years I have been using video to increase awareness and grow my brand as a real estate broker. During that time, I have learned a lot about creating video content and its importance to the success of my, and many others, businesses. As my company began to grow, along with my network, I realized that there were many brands, businesses, and/or individuals who could be capitalizing on creating video content but are not. After more investigation, I discovered two reasons as to why businesses were not implementing video into their content strategy:
1) They do not know where to start and
2) The fear of being on camera and creating and sharing the content.
Not Knowing Where to Start
Figuring out where or how to start creating video content is difficult because everyone’s video content creating journey is unique, therefore, there are not industry set standards. However, that same reason is why video marketing is successful because, if done correctly, a brand or business can portray their authentic self and show the value proposition that separates them from competitors unlike anyone else.
The truth is, these brands learn how to create effective video content with consistency, practice, and by analyzing and adjusting their content to continue doing what works and cutting out what doesn’t. This means that to start creating video content, you need to simply be consistent, and trust that in time, you will find what works. The very first step to being consistent as a video creator for your marketing strategy is by having the right equipment. For beginners, no matter what business or industry, starting with your cellphone camera, a stabilizer, (gimbal) to hold your phone in place and steady, and a ring light for optimal lighting will help you take your first step. From there you will learn how to refine, adapt, pivot, or add to your video strategy until you find what works for you.
Marketing Technology News: MarTech Interview With Dave Charest, Director of Small Business Success at Constant Contact
Camera fright is very similar to stage fright; when put in front of the camera, the unknown of who or how many people are going to see the video, where it will go, and how people will react to it creates a sense of fear and anxiety. Like not knowing where to start, the best way to improve your on-camera presence is with practice. The greatest part about overcoming video fright is that practicing can be done anywhere at any time. Taking out your phone, propping it up, hitting record and looking into the camera while you describe your day, your job, or an interest is a great way to overcome your camera fear. This will allow you to get used to talking into a lens as well as what you look like on screen. Many people are quick to judge imperfections they see in themselves because watching yourself in a video is different than looking at yourself in a mirror, which is how people most commonly see themselves. There are a few things you can do to hide the “imperfections” you think are being displayed in the video like using certain angles or wearing certain outfits. However, the best way to do so is by accepting that you are who you are. Learning how you look in video and accepting that these are your features might seem difficult but doing so will allow you to focus less on what looks good and more on creating amazing content for your potential customers. To do this requires consistency so you can get used to seeing yourself on screen.
Further Evidence on Why You Should Implement Video
Today, video is by far the most prominent medium used for marketing and branding content. 86% of businesses say they use video as a marketing tool. Of that 86%, 87% of them stated that video has given them a positive ROI. Of the marketers who don’t use video content, 79% of them expect to start within the year. These statistics, along with many other statistics prove the effectiveness of video and are why all businesses should be adding video into their content strategy. In addition, consumers are expected to spend an average of 19 hours a week consuming video content. With the many different formats of video that can be seen on current social media platforms like live videos, reels, shorts, and more, there are endless opportunities for businesses to connect with potential customers through video.
The effectiveness of video content is due to the audiovisual nature of the content. The combinations of these mediums, audio and visual, give a business the ability to communicate verbally and non-verbally with the customer. The ability to non-verbally communicate with customers without being in person is extremely advantageous as nonverbal communication makes up for 93% of communication according to the 55-38-7 rule. Additionally, humans generally have become more impatient which is steadily decreasing the time a brand has to grab the attention of the consumer and deliver the value proposition. Therefore, businesses have found video the best way to rely on the most amount of information in the shortest time possible.
As someone who has been creating video content for my marketing strategy for over 13 years, I have seen benefits such as increased awareness, increased reach, growth in my brand, and increased revenue for my business. These benefits have been amazing for me, and I know that video can do the same for you.
However, there is one more outcome from implementing video into your marketing strategy and that is personal development. Like having to overcome your on-camera fears, video forces you to embark in a self-assessment journey to find your authentic self. Why? Because video content works best when the content is authentic and valuable. Customers can gauge the authenticity of video content because of its audiovisual nature. This forces you to commit to doing a self-assessment of yourself to understand and define one’s values and goals. Doing this can be difficult but it is crucial to separate yourself from competitors. It also allows you to learn who you truly are and puts you in a position to reach your true, most authentic self.