What Works In Video: How This Business Owner Used Her Passion Project to Pivot Her Business During the Pandemic

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Janna Willoughby-Lohr is the creative mind behind her business Papercraft Miracles. Papercraft Miracles is an eco-friendly, handmade paper company where magical things are created out of paper to bring meaning to people’s lives. 

Janna sat down with Kathleen Celmins, CEO and co-founder of Amplified NOW, to discuss how video has helped her pivot her business – most recently during the COVID-19 pandemic. 

Janna always knew she wanted to be an artist, but after graduating from college she needed stability, so settled down into a full-time career. But after her first son was born, she was ready to make a change and grow her business full time.

Janna started out with the bulk of her business coming from weddings. She made invitations, favors, guest books, thank you cards, paper flowers, and more! But when things began shutting down due to COVID and the wedding orders began to slow, Janna pivoted again.

Janna used her skills to help bring people closer together, even when they had to be physically apart due to the pandemic. She began showing people how she could create highly personalized, one-of-a-kind gifts that could keep them connected to their loved ones.

Video has played a big role in helping Janna to be able to grow her business and continue to reach people during the pandemic. Because she makes physical products, video is the perfect way for her to show her clients exactly what she has to offer.

Here are Janna’s tips for using video in a creative business:

  • Show your clients behind the scenes. Janna often turns the camera on while she is working. She doesn’t always speak on these videos, just lets her viewers see pieces of what her project or day is like.
  • Consider what is interesting or different about your business and show that on video. Janna loves to create videos of the paper-making process because she has noticed that most people don’t know how paper is made. She finds it to be a fascinating process that viewers love to watch.
  • Give people a glimpse into your personal life. Janna has found that people love to get a taste of her experience as a “mompreneur.” Showing people what it’s like to try to do what you love, while also caring for your children, helps people connect with the person behind the business.
  • Grow your following organically. As Janna showed up authentically on video her social media following grew and her business increased. By allowing yourself to be real and vulnerable on video you will attract the right people to your business.

You can see all of Janna’s beautiful products on her website: Papercraft Miracles.

We’d love to hear what’s working in video for you and your business! Click here to get in touch with us and be featured on the blog.

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