Chances are, if you’re responsible for any kind of marketing, either for your brand, your business, or your clients, you’ll be ALL for video. And that’s great. Well done U. In fact you can probably just stop reading now. I wont mind too much.
It’s at the heart of many people’s social strategies, and just 2 minutes scrolling through LinkedIn will convince you it’s ESSENTIAL. Yes. ESSENTIAL. All those influencers are doing it. It’s ESSENTIAL!
But what if you’re really bad at it? What if even the thought of it starts with “I wonder if…” and ends immediately with “NOPE”.
You might be an introvert, like me. And that’s fine. Some of the most creative people on the planet are introverts, and they seem to do alright. If you’re even reading this, it’s probably because *I’ve* done alright, with my click-baity headline, which you’ve clicked on. Well done ME.
You might not have the time it takes. The planning, the filming, the (apparently optional) scripting, the editing, which I’m pretty sure takes at least twice as long as the act itself. Perhaps your time is better spent on doing something else, like eating chips (because seriously, if it’s between making a terrible video or eating chips, I’m with chips). Or perhaps you just want to spend your time doing something that doesn’t make you feel nervous.
You might just lack the confidence to be in front of a camera, and that’s fine too. I personally don’t think it should be a requisite for life in the social media age. And I might be in the minority there, but it’s one I’m happy to be in.
My point here is that there’s an awful lot of noise at the moment about video, to the extent that it can be frustrating or worrying if you’re not really up for it. Don’t get me wrong, there are certainly times it really IS essential, but if you’re reading this – it’s alright. It’s probably not essential to you.
Now that’s established, let’s call it a PopeFact™ and just move on. Be delighted that there are alternatives to endlessly saying the same thing out-loud over and over again until you’ve got it ‘just right’ and shoved it up to YouTube (or the even more snappily named LinkedIn Native Video).
But assuming you do have something to say (and if you’re in business, trust me, you do), how do you compete?
Worth remembering here, you get to take your time. This is ACE! Have a sit down with a coffee and just have a think about what you really want to say. Write it down. There. Your opinion, knowledge, experience, and voice, is now in a shareable form, and it’s as valid as anyone else’s, whether they’re using video or not.
Everyone is competing for attention more than ever at the moment. Algorithms controlling what people see and when, everyone scrambling to be part of the influencer marketing ‘revolution’ with a phone in their hand looking slightly to the left (or right) of their camera lens, and talking to everyone yet no-one at the same time. That sentence alone seems to indicate it’s all gotten more than slightly bizarre.
Video’s GREAT. It’s just not for everyone, and that’s ok. It’s a part of marketing that should never be discounted, but it should also be held alongside equally important and effective communications. Whether these are written, spoken, animated, designed, discussed, or even performed, I think it’s fair to suggest that despite all the noise, it’s still about finding the balance that’s comfortable and that works for you and your brand.
For some, it may well be talking about the parts of your business you love talking about, and that may well be on camera to your social network. But for others, it will simply be a case of finding your message, in your voice, highlighting your talents and your brand values, and working that into the rest of your marketing mix.
The one thing that should consistent throughout is the message your brand needs to communicate, and that’s something I’d be happy to discuss with you to find the right approach.
As a designer, I still use a pencil and paper to get the basics of any concept absolutely nailed before transferring those ideas to the computer. And I think these days, the rush to video – because we’re told it’s the most engaging type of content – shouldn’t distract from that fact that we need to market the right product or service to the right people, with the right messaging to back it up. And that’s the foundation of any strong brand.