Why Your Business Needs to Be Making Videos (+ How to Get Started)
Cutesy graphics and heavily filtered photos aren’t cutting it anymore. The truth is you probably should be creating video content for your business.
Social media platforms are prioritizing video (you can blame TikTok and YouTube). The data is clear: users spend more time watching a video than they do looking at a post. And because watching videos keeps them on the app longer, the algorithms are pushing video content to the top (one of my client’s Instagram accounts grew her reach from 3k to 12k just by posting Reels, short, vertical videos that rival TikToks).
People like watching videos because they like seeing human beings. Video is an incredible way to humanize your brand, and also showcase your product in an engaging way you simply can’t do with a static image. Video helps your audience feel more connected to you and learn to trust you.
But creating video content can be scary for a lot of people - especially us introverts who aren’t comfortable talking on camera just yet. But just because it feels daunting, don’t abandon the idea of video just yet. Research shows it’s not going anywhere.
So, where do you start?
Get to know the platform you’re on. Research what type of content performs the best on that platform. Spend time looking through popular videos in your niche, and write down why you think they performed so well (Did they have a good hook? Did they have a clear message? Was it entertaining or value-packed?).
Get comfortable talking on camera. You don’t need any fancy equipment, and it’s perfectly fine to film on your phone. Just make sure your background is clean, you have plenty of light, and the sound is good. People will watch a crappy quality video, but they won’t listen to one.
Make it snappy. Get to the point, FAST. You only have 2 seconds to capture someone’s attention, so make sure your hook is killer.
Cut out silent space. Don’t assume someone will stick around to watch your video (think about how quickly you scroll away if something isn’t interesting). You don’t want a millisecond of empty space or silence in your video. Facebook, Instagram, and TikTok all allow you to edit videos within the app.
Don’t be stingy. Provide plenty of value. Become known as a generous brand - this will help people trust you before they decide to work with you or purchase from you.
Bonus: Tips For the Camera-Shy
It’s a weird thing to talk to your camera if you’re not used to it. So start practicing. Talk to your camera every single day and tell it about your day in great detail. You can delete it after.
Imagine your ideal customer in great detail. Talk only to them - don’t imagine a big audience. People want to feel like you’re speaking to them personally. If you want to go the extra mile, start the video by saying someone’s name (cut this part when editing, obviously).
Have a script. When people wing it, they forget crucial points or start rambling. Even a bullet point list is better than nothing.
Get over the need to be perfect. It’s social media. It moves extremely quickly and nobody expects perfection. In fact, authenticity and sincerity perform better than overly-produced videos. It’s why many people have chosen to spend more time on TikTok, where rough edits and in-the-moment shots are the norm, and away from the perfectly curated world of Instagram.
Think of video ideas where you don’t have to show your face. Can you film a behind-the-scenes of making your product? Can you do a screen recording walking your audience through signing up on for something on your website?
It took a long time for me to get comfortable talking to the camera. It does get easier with practice, but I still feel awkward sometimes. I have to remind myself that nobody cares as much as I care. And the awkward feeling always passes.
What other tips would you add? I’d love to hear what’s helped you.