“You can’t wing your on-camera talk.”
“Don’t speak off-the-cuff in your videos.”
Blah, blah, blah.
Every video coach or on-camera expert delivers the same old boring spiel, right?
Yes, those with television or video experience often quote from a similar playbook. That doesn’t mean, though, that the advice about not winging it on camera is a tired cliché.
To be effective on video, you have to be prepared.
What kind of world would it be if flight attendants assumed that everyone knows the safety drill?
There’s a reason it’s necessary to hammer home the importance of preparation versus winging your videos. It’s because winging it is precisely what many newcomers to video tend to do.
Shaky video, bad audio, rambling on-camera presentations—the symptoms of an on-the-fly video are everywhere.
There’s more to video than the gear, makeup and pseudo-celebrity of being a home-grown media star.
Who is your target audience? What is your video content meant to accomplish for your business?
There are lots of questions you need to ask yourself before getting all glammed up and hitting the record button.
So, let’s do a quick walk through of the process of planning your videos.
Defining your goals
When you decide to add video to the marketing mix for your small business or entrepreneurial derring-do, it helps to nail down what you want out of the format.
You may want to raise the profile of your business. Perhaps, it’s all about demonstrating what makes you different from the guy or gal next door offering similar services.
Some people define success with video by the number of likes, comments and shares on social media. These are definitely metrics you want to keep an eye on. However, the success of your videos depends on the mission behind your video marketing.
You can get thousands of likes or views with little of it converting into actual sales of your products or services.
Give careful thought to what you want your video content to do for you and your business. In this way, you’ll produce videos aligned with your business objectives. This is always better than throwing content (and yourself) at the wall to see what sticks.
Pinpointing your audience
You need to be sure you’re reaching the right audience. Otherwise you’re just creating free content for the masses with nothing in return.
If what you want in exchange is increased sales, a larger customer base or wider brand recognition, you’ll want to invest some effort in finding your ideal audience.
There is a significant benefit to having a clear understanding of your target market. With this information, you can tailor your video content to suit your ideal viewers.
You want to go for content that is the yin to your customers’ yang. They should be able to see their questions, fears and concerns reflected in your videos. You will be better able to do that when you identify who you’re speaking to when you go on camera.
When you identify your audience, you stand a better chance of resonating with people who can actually make a difference to your fortunes.
Check Out Our Camera Confidence Course below!
The three stages of producing a successful video
Social media is crowded with firecracker coaching personalities who seem to eat a thousand suns for breakfast and emit blinding rays of positive energy.
Who doesn’t like a kick-in-the-butt quote like, “You’ll never see the mountaintop if you don’t get off your butt and make the climb!”
What many of today’s nuclear-powered motivational gurus also talk about, but some people don’t hear, is the importance of having a plan or strategy. That’s probably because planning is far less exciting than just getting swept up in the rollercoaster ride of dabbling in something new.
Here’s a look at the video production process that will give you a smooth landing instead of a resounding thud.
This is the part of your video creation process where you plan what you want to say, whether it’s with a script or script outline. Here you identify the key points keeping you connected to the main purpose of the video.
In the pre-production stage, you will also determine where you’ll be shooting your video. You want a set that’s neat and presentable to give your business a crucial image boost with the audience.
Planning and preparation are key ingredients of this first phase of production. It will determine, not merely the effectiveness of your video, but the ease with which you’re able to record it.
Okay, so you are shooting your video now. You are bringing all of the elements of your planning together.
The script or outline has been drafted, so you know the talking points for your video. That’s the direction you’re going to follow with your on-camera presentation.
The set has been arranged to reflect your brand or, at the very least, is tidy and clutter-free. Image-wise, you’re on point.
During the production process, you will shoot your on-camera presentation plus any additional footage you need for your video.
Now, it’s time for the post-production phase.
Here you will edit together your vision as spelt out by the planning and executed by the production.
With the additional footage you’ve shot, you can cover any mistakes made in your on-camera delivery. You can also add in text, slides and music to create a more professionally-edited video that’s eye-catching and engaging.
By following the three stages of video production, you can create content that will have a greater impact for your business. This three-step process is vastly superior to merely pointing the camera at yourself and letting a flurry of thoughts loose.
So don’t wing it, plan it!
Again, it’s tempting to think that winging it in video is the ‘in thing’ because it’s a prevalent trend. So many social media influencers are doing just that.
We recommend, however, that you plan your video content for the greatest impact.
Very few successful people in this world have gotten where they have without a calculated marketing strategy, no matter how folksy or spontaneous it may seem.
So, if you have an urge to pick up your smartphone and just say the first thing that pops into your mind, we advise against it…unless you’re calling to order a pizza.
A bit of thoughtfulness and strategy will make your video content bring in the goods for your business. The time you invest in planning will save you time in the execution and earn you the result everyone wants—success.
Give your voice the power to connect with customers in a way that makes them sit up and take notice.
Check Out Our Camera Confidence Course below!