It’s time to commit fully to video if you haven’t already. Online videos reached roughly 92% of internet users last year. For nearly two decades, I’ve been producing branded content, managing digital video teams, and writing TV news scripts for companies like Netflix, Us Weekly, and Fox. However, you don’t have to be a media company to create content that attracts new customers.
For those who are still on the fence about the efficacy of video marketing, consider the following statistics: 78% of marketing professionals say videos have directly helped to increase sales. 93% of companies say they have landed a new client from social media using video; 51% of people are more likely to share video than other content.
Videos are the best way for entrepreneurs, consultants, and other service providers to gain the attention, respect, and trust of their target audiences. Video may showcase your goods in a variety of ways to boost sales and tell your company’s distinctive origin story, which is especially useful if you run a product-based business.
The 4 Cs of social media video creation
Confidence (going from “supermodel mode” to “teacher mode”)
The most prevalent limiting mindset I’ve seen among the hundreds of people I’ve worked with is the fear of judgment from others. People often become paralyzed by the fear of being judged just before they push the record. The following tips are useful for both public speaking and working in front of a camera.
“Supermodel mode” must give way to “teacher mode.” When we’re in “supermodel mode,” we tend to be too critical of ourselves and fixate on our appearance and voice. Who among us has ever listened to an audio tape of our own voice and thought, “Gosh, I love the sound of my own voice”? We are more likely to press record when we are confident that we are providing value to our ideal client or audience, as we are in “teacher mode” and hence focused on our message.
As for the nuts and bolts of letting go, basic strategies like deep breathing, fueling yourself with inspiring music, and keeping a genuine smile on your face right before you push record may do wonders for your on-camera confidence and presence.
Clarity (be clear and concise)
You may have a lot to say, but remember that one powerful point is all you need to make in each video. Be direct and to the point. Each video should only cover a single topic. Make seven videos if you have seven points to make.
Having trouble summarizing? Make use of the 30% rule. Cut 30% of the text from your script or bullet points. Now is the time to start with your elevator pitch. Having eliminated unnecessary details, you’ll find that what’s left is much more potent and effective.
Consistency (build infrastructure to prevent burnout)
You may avoid becoming a social media marketing sensation overnight by maintaining a consistent presence. The band Chumbawamba—have you heard of them? Since they only had one big hit, probably not. I aid businesses in warding against such danger.
Effective procedures and processes are the key to maintaining consistency without experiencing burnout. I assist businesses in establishing video teams. You need to establish an infrastructure to support this, just as you would for accounting, production, human resources, etc.
Creativity (headline + audience focus = creative content)
Finally, originality is the ultimate prize for successful social video. Making interesting videos doesn’t require any special talent, despite popular assumption. You need to think like a journalist instead: come up with ideas and content that will really speak to your readers.
Use numbers (as in “5 Ways to _“) to create attention-grabbing headlines that intrigue, inform, or solve problems for your target audience. And throw in some seemingly conflicting statements or thought-provoking questions to keep the reader guessing.
Keep in mind that your target audience is not going to be impressed by your attempts at creating Hollywood blockbusters.
Summary
Use these tips to make viral videos for social media that increase your business’s earnings. An effective video marketing strategy is built on the pillars of self-assurance, clarity, consistency, and originality.
