You've heard all the stats.
Over 88 million people watch an online video on a given day.
Online video is currently 40% of consumer Internet traffic.
75% of C-suite executives watch work-related videos weekly.
So, are you putting online videos to work for your organization?
I suspect people avoid creating videos because of one of three reasons:
- You hate being on camera.
- You don’t have the budget to shoot enough high-end video.
- You can’t imagine what you know or do that would make an interesting video.
None of those excuses is acceptable. Let's dig into them and find solutions that will get your first video uploaded in no time.
I Hate Being on Camera
It’s a rare person that likes the way he or she looks in photos or on video. So, people avoid it like the plague.
The good news about online video is that plenty of options exist in terms of style and content delivery that do not involve putting you on camera. Remember: The purpose of an online video is to share a tidbit (try to avoid being longer than 2 or 2.5 minutes---shorter than that is even better) of your knowledge, expertise, or product’s usefulness.
The even better news is that no matter how beautiful you are, the talking head style of video is typically pretty flat. Using other visuals will actually enhance the viewer’s experience and increase the likelihood of your video being shared with others.
I Don’t Have the Budget to Shoot Enough High-End Video
There will always be a place for high-end video and animation. They’re both very valuable marketing tools and shouldn't be dismissed. For example, the video that is on your home page and introduces your concept, product, or service to your web visitors deserves to be professionally produced for maximum impact.
But all online video doesn’t always require high production values. What YouTube has done is democratized the world of video. Now, it’s about content much more than presentation. In fact, if it’s a little raw, it feels more authentic and personal.
I Don’t Have Anything of Interest or Value to Put on Video
In many cases, good online video is a snack-sized sample of what you do every day. Odds are you have plenty of content already created that could be converted into some valuable videos. Think of the top five questions you get asked by clients. Each one of them (with your corresponding answer) could be a :60-:90 second video.
Have you put together a presentation lately? You can get up to four video ideas within that presentation. How could you break it down into segments that could stand alone? Use the PowerPoint slides as your visuals and you’re halfway home.
How about case studies? Those make excellent videos. Or interview your best clients on how you helped their business. Or do a product demo or some customer testimonials (remember, there are ways to shoot those so they don’t have to be on camera either!)
Bottom line. You don't have any excuse to avoid creating videos. With video being such a prevailing and influential tool on the web,you can’t really afford not to be out there. It’s time to fire up the camera!
Drew McLellan's a 25+ year marketing agency veteran who lives for creating "a ha" moments for his clients, clients' customers, peers and audiences across the land.
Drew writes at his own blog, Drew’s Marketing Minute and several other hot spots. He authored 99.3 Random Acts of Marketing, co-edited the Age of Conversation series of books with Gavin Heaton, and he launched his own firm McLellan Marketing Group in 1995.
LinkedIn: Drew McLellan