Dispelling 3 common fears around creating video content
When it comes to video marketing, many people harbor fears that hinder their progress. At Flex Media, we want to alleviate some of those concerns by providing education that can empower you in your next video project. Here are three common fears people often have when considering creating video content and how you can overcome them to drive your business forward.
Fear #1: Will my video be effective?
One of the primary concerns marketers and business owners face when venturing into video or any other marketing content is assessing its effectiveness. Naturally, you want to ensure that your investment of time and money will yield desirable results. Let's explore some factors that contribute to video effectiveness, which can alleviate your worries and help you make informed decisions.
While it may seem challenging to gauge the impact of your video, today’s tools can help track certain metrics. For instance, if you have video on your home page, you can use Google Analytics to track visitors and bounce rates. A third-party video player can provide additional insight such as how many views your video is getting and how long people are watching (watch time). While you might not always know who exactly is watching your video, these metrics can indicate if the video is impacting visitor behavior. Social media platforms also offer a range of tools to track impressions and engagement beyond comments and likes.
However, it’s important to remember that not all marketing impact is measurable. Sharing videos on social media is important in creating brand awareness and education that creates value for your audience so you stay front of mind and ultimately develop demand for your product or service. Likewise, video on your website can serve as a 24/7 salesperson. Think of your site as your virtual storefront. If visitors find no salesperson present, they may simply browse and leave without making a purchasing decision. By having an overview video available along with service and product videos and customer testimonials, you move prospects along the buyer's journey, equipping them with the information they need to make a decision to purchase.
That said, try to establish a direct connection between video content and sales in your client intake process. Asking clients if they watched your website video or encountered your content on social media can be an invaluable way to assess video effectiveness.
There are also things you can do to optimize your video’s effectiveness. We’ve said it before and we’ll say it again, but having a video strategy is key. In our pre-production process, we identify your goals, target audience, messaging, intended video placement and desired outcomes so we can tailor your video to resonate with your ideal buyer. Remember, marketing is a long-term strategy involving various elements, akin to planting and nurturing crops. It's not about finding a single magic solution, but rather combining different tactics to achieve success.
Fear #2: Can I make the time commitment?
Another common fear clients have is the perceived commitment associated with video creation. Often, people delay creating a video because of a misconception that creating a successful video requires a significant personal investment of time.
While this may be the case with DIY video, we understand the importance of your time and strive to make the process as seamless as possible. Our goal is to minimize the burden on you and your team. Typically, your main involvement includes an initial discovery meeting, reviewing the pre-production and shot plans, participating in the shoot itself and providing feedback on the final video. We are happy to adapt to your desired level of involvement, allowing you to be as close to the project as you prefer, but are happy to take the lead on planning, shooting and editing, ensuring that your time is used efficiently and effectively so you can focus on your business.
Fear #3: What if I’m not good on camera?
The fear of being on camera is a pervasive concern so you are not alone in your hesitations. We acknowledge that being in front of the lens can be daunting, but we make every effort to ease the process and help alleviate your apprehensions.
For example, people often worry about their appearance. While we don’t have cosmetic professionals on every shoot, our team is experienced in providing guidance and feedback to ensure you look your best on camera. Whether it's adjusting your hair and clothing or correcting nervous twitches or ticks, we pay attention to the details that enhance your presentation.
Beyond appearance, clients are commonly concerned with how they will sound on camera. One way we help you feel comfortable is by providing a professional producer who is trained in interviewing so that instead of talking to the camera, you can feel the ease of having a casual conversation with another individual, which results in more natural soundbites, way beyond using a teleprompter. Our producers also have the messaging from pre-production that you need to hit on and can help remind you to cover important points in your answers. Most of the time, videos are not live, so you don't need to deliver every sentence flawlessly. We often gather much more interview footage than we need so we have a selection of snippets. In editing, we combine your interview audio with supporting B-roll footage of your facility or product so you aren’t on camera the whole time. Additionally, using multiple cameras allows us to vary the shots and choose the segments where you delivered the strongest.
Remember, if you are selected to be on camera, it's because you are an expert in your field and are likely repeating what you’re telling clients every day. You don't need to be a trained news anchor to succeed on video. Many clients have been pleasantly surprised by how impressive they sound in the final product.
We hope this helps you overcome some common fears we see around video production. By putting things in perspective, you can overcome these hesitations and embark on a journey of learning and business growth. Starting is often the hardest part, but as you become more familiar with the process, you will gain confidence along the way!
To learn more, watch or listen to our podcast episode “From Fear to Action: Creating Effective Videos for Your Business.”
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