In social media marketing content is KING. But not just any content — you need high-quality, relevant content if you’re to be taken seriously by the search engines and by your audience.
One of the most effective ways to deliver that kind of content is through online video. In fact, online video has become so HUGE, YouTube is now the #4 search engine. But recognizing the opportunities of marketing with quality videos, and actually producing them are often two different things.
I recently watched a video by an entrepreneur whose products I was interested in using for my clients. But about 10 seconds into the first video I clicked out of it — because it was a complete turn off. The marketer and his guest both looked like they’d just crawled out of bed. They were dressed in t-shirts that had unprofessional messages scrawled across the front. And the two of them kept giggling like a couple of 12-year-old school girls.
The video undermined this entrepreneur’s credibility so badly, I’m sure I’ll never buy anything from him. I wouldn’t trust someone who appeared so childish to provide a serious, quality product.
If I had this reaction, I can imagine a lot of other viewers did too. Which might explain why “the first sale of the products was so successful” the entrepreneur “extended the initial deadline to give everyone who missed out an opportunity to get in under a new deadline”. Yeah, right. More likely, it’s because we were all so turned off by his marketing videos, no one bought his products. (BTW — setting fake deadlines on purchases is a sure credibility killer!)
Sooo, before you jump on your web cam and fire off your next marketing video, here are seven tips to help you increase the quality of your videos so they strengthen your credibility instead of trash of it.
1. Use off-camera mics. If the audio is lousy, the video will not save it. If you have to, invest in a camera with an external microphone port so you can plug in microphones that are powerful enough to pick up each person’s voice clearly. Then make sure you level the volume between voices evenly during post production.
2. Look into the camera! Wandering eyes are taken as a sign that you cannot be trusted. It’s not comfortable to speak looking into a camera, but it is necessary if you want to be credible. Also, boost the height of the camera up to where it’s even with your eye-level or even a little higher, so you’re looking slightly up at the camera. When you look down into a camera, your viewers will feel you’re looking down on them. Not good for rapport or sales.
3. Talk slower. We have a tendency to rush our speech when it’s scripted and being spoken into a camera. Deliberately slow down (a teleprompter can help with this a great deal as you can set the speed at which the copy rolls through). Use a script if necessary, to avoid the umms and uhhhs. But don’t just read the script (it’ll sound stiff and fake). Practice it enough that you can sound real and relaxed.
4. See what’s behind you. Potential customers aren’t going to be impressed by a video taken in your basement with a cracked window, or a worn out couch in the background. If need be, buy a nice neutral-colored background in a medium to light shade. Dark backgrounds are tough to photograph or video against, and should be left to professionals.
5. Look at the lighting. There’s a reason television and photography studios spend so much time and energy on lighting — a well-lit video can make the experience go from ho-hum to holy-wow! While you may not be want to produce your video in a formal studio setting, pay attention to lighting. Especially angles, shade and reflections. Whatever you do, don’t sit directly beneath a light — unless you’re producing a horror video and you’re playing Frankenstein, because that’s what it will make you look like!
6. Sit still. Whether you’re sitting or standing, be still. The amount of shifting, rocking back and forth or moving up and down to adjust your position is not only highly distracting to your viewers, it comes off as highly amateur.
7. Cut, cut, cut. Think about how you can better edit your final product. Be ferocious with what makes it to the final cut. The audience will thank you for not wasting their time or letting the content wander too far off of topic.
You’re videos don’t have to created by a Madison Avenue ad agency to market well for you. But do keep an eye on credibility when you’re creating them. Your viewers will thank you for it, and so will you bank account.
If you’re a small business that sees the opportunity in video marketing, but just doesn’t have the time to do it for yourself, call me about our done-for-you video, social media and publicity packages.
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