Have you ever gotten an email that was so well written and really enticed you to click, only to find out once you clicked on the link, that you were taken to a page where a video started playing?
You didn’t have a chance to hit mute or read over anything. Perhaps you didn’t have any desire to watch an 8-minute video right at that moment. That’s the wrong way to do video content.
Marketing is all about timing and being in the right place at the right time. So having a snippet of a video show up at the right time for a prospect is as important as anything else.
But video by itself, without a strategy, makes people angry. Let me explain the wrong way to do video content and why it’s wrong.
Autoplay is a Terrible Option
I’ve been that person who clicked on a link in an email and was thrown off guard by the very random and blunt video message the link took me to. Sometimes I was in a situation where I didn’t want my 4-year-old to come around and watch the video with me. I was thinking I could get away with just reading something or watching the transcript. I didn’t think it was going to be an auto-play video.
Auto-play is terrible, and video only is terrible. When I refer to ‘video content strategy’, I don’t mean just videos, and I don’t mean just sending the email to a link. When you are sending an email, the point of video is not to have people watch your video.
The Wrong Way to Do Video
The point of creating a video content strategy is to create videos that become your content strategy. This means the important part is the content.
Some people’s strategy goes a little like this:
- Use a great title
- Have a few lines of text
- Have a ‘click here’ button to finish the message and give your audience a full answer
This is the wrong way to do video. Honor the fact that someone has let you into their inbox and use the transcript from your video to become an email, blog post, a few different posts on LinkedIn, or an Instagram story.
Make sure it’s captioned because on social media, especially, people are scrolling through during what could be called quiet time or right before bed. They have other people around when they are looking at their phone or maybe they don’t have earbuds to listen to your video without disrupting others.
There is More Than One Way to Successfully Do Video Marketing
The vast majority of videos on Facebook, for example, get watched on mute. So honor that. Be different than the video people that you’ve seen because there isn’t just one way to do video content.
While there is a definite wrong way to do video, there are a number of different ways to successfully do video marketing. The important thing is to do one that works for you.
If you decide to work with us at AmplifiedNOW, you will have a strategy session where we’ll go through and figure out what you’re going to be talking about. Then, we’ll help you create 25 videos that highlight your expertise. You record them on your local machine, and then you give them to us in Dropbox.
After that, we take them and put them everywhere else. We turn them into a blog post, a LinkedIn post, and take a little snip of your video to put on Instagram and IGTV with all the correct size dimensions.
We’ll create graphics for you and you don’t even have to think about it after you have finished hitting record. All you have to be is a hot mic ready to talk about your zones of genius, off the cuff, interview style that will highlight your expertise and show you off as the authority that you are. I’d love to talk to you more about this. If you’re interested in booking a call you can do that here.