You’ve decided to improve your social media game and want to dive into video—and you should. Video content trumps just about any other content on the web when it comes to establishing yourself as the authority figure in your niche. But you’re probably wondering where to start, what gear you should get, if you should hire a video professional, what to say and so on. Nowadays, video content is a must; and yes, a lot of work does go into video, but it’s actually not as hard as you think.
Start Small Then Scale
I’ll tell you straight up that it’s not about the gear you own that makes a good video. Although presentation does play a role in your video marketing efforts, it’s not the end all and be all by any means. Start with your phone or a simple point-and-shoot camera and start talking.
Pro Tip: the audio on these devices will not be the best, so stand close to be heard. Audio is just as important, if not more, than video picture quality.
Once you begin to understand all that goes into video production, you’ll naturally begin to understand what tools you should be looking for. If you’re doing screen-capture tutorials, you can save the $2,000 from getting that nice camera you were looking at and instead spend $99 on a professional screen-capture software that will make editing a breeze for you.
Pro Tip: Identify your pain points first by starting small with gear and then your purchases will have a bigger impact on your production quality
Start Talking on Camera
The beauty of video editing is that you can take as many takes as you need in order to nail down your presentation. No one will see the outtakes unless you want them to. So if you mess up, don’t worry, people don’t have to see it. Also, once you edit your first few videos, you’ll see what the editing process is like and will begin to understand how you should present in front of the camera to make editing easier for you.
Pro Tip: You don’t need a teleprompter. Rehearse your message, craft your presentation, and go. This is far cheaper than relying on a piece of metal and glass and help you be a better presenter. Spoiler alert—having a teleprompter as part of your gear is a crutch and will actually take more time to set up which will increase the time to make videos. If that wasn’t enough, I speak from experience by filming people who relied on teleprompters, you don’t sound natural and authentic by using them.
Editing Your Message
Editing, in my opinion, is the best part because this is where your creativity comes in. You’ll be able to cut, edit, and craft more concisely your message. You’ll begin to see what took you 20 minutes to a half hour to explain might take five or ten minutes in video format. You’ll begin to see the power of video and kick yourself on why you didn’t use it earlier.
Pro Tip: All you need, literally, is a software that can cut and move clips. You don’t need special effects, you don’t need fancy transitions or crazy filters. The best videos and the videos I make are mostly cuts. If you really need a fancy intro, go to Fiverr.com or upwork.com and have someone create you one for a few bucks.
Publishing Your Video
The best platforms for publishing videos to share with your clients are Youtube, Facebook, and Vimeo. Here are some reasons I would suggest using any one of these platforms.
Youtube is free to upload videos, you can create playlists and include your video in hand-curated content and share it for free. As an added bonus, aside from your website and other social media accounts, you can begin to grow your audience from youtube and get more ideas as your audience engages with you by asking questions.
Heads up: People can download your video from this platform. Not a deal breaker, but if you’re selling content in a video course, either use Vimeo or Wistia
Facebook is free to upload and has the ability to share a public link of the video. Do not post youtube links in facebook, but rather use their own platform host your video. Facebook is more likely to promote videos on their platform instead of videos that are directing their users to another site like youtube—unless you pay for Facebook ads.
Vimeo is more of a professional approach to video but allows you to market your video content by eliminating ads and not recommending other people’s videos to similar content like youtube. If you post a video on youtube that explains, for example, your morning routine, at the end of the video, youtube will recommend other people’s videos that relates to your video of your morning routine. Vimeo does not do this. Vimeo is best used if you’re selling a video course of some sort.
You need to get into video content nowadays and there’s no exception to it. Start small with the tools you have and you’ll begin to tweak your video creation routine to improve your content and improve your editing. Don’t worry so much about the gear, but craft your message first. Get an idea of what resonates with your audience and what audience you’re attracting. From there, you'll start looking at different types of gear that will help you craft your message clearly and efficiently.