1. If you get all of your business from offline activities (in-person networking, direct mail, etc.) and you expect that to continue, then you might not need videos, nor even much of an online presence.
2. If you get business online but have more clients than you can handle, and you expect that to continue, then video is not needed.
If you’re not in either situation above, then videos are highly recommended for an online presence that allows people to remember your business.
A vice president at Facebook was recently quoted in saying that by 2020, Facebook could be “all video”.
That might be an exaggeration, but the point she making is that Facebook is focusing on video as perhaps the main way users will consume information, and de-emphasizing photos and status updates, compared to videos.
More than any other online medium, a moving picture always captivates attention more effectively.
I’ve heard it said by another marketer:
“Video is like pizza… even when it’s bad, it’s pretty good!” :)
So I encourage you to let go of self-judgment and start to make your videos. It’ll likely benefit your business, no matter how your videos look.
In fact, “authenticity” has become a buzz word in online marketing because people want “real” rather than polish.
Facebook and other social media platforms are emphasizing live videos… to capture a moment authentically.
Of course, if you are making a video for your website homepage, it needs to be much more thoughtful. But the videos you post regularly on social media can be casual and more “real”.
My videos, which are extremely casual and not-produced, have made a significant different in my business. Almost all of my new clients from the past 3 years have said that they watched at least several of my videos before deciding they wanted to work with me.
One of my clients told me this:
“Your videos were a necessary part in my buying decision over a 1–2 hour period.”
Other clients have said similar things.
There will always be a few people who are critical of some of your videos. Make use of that criticism if you can. See if they have any suggestions you can implement without too much effort.
Most importantly: don’t make their criticism so important that it stops you in doing video!
When you’re first getting started, listen more closely to the positive feedback you are getting, so that you feel encouraged to keep going.
Because the only way you’ll get good at video is to do more videos.
You might find some encouragement to know about my own history with video:
2009: someone interviewed me on their online video channel. As I watched it later, I couldn’t stand how I looked and sounded. I decided that video “must not be for me!”
2013: my second video (yes, 4 years later! I wish I didn’t delay that long.) Again, it was because someone wanted to have a video conversation to share with their audience. This time, I paid attention to the audience’s feedback, and I noticed it was positive.
I felt encouraged, so I started dabbling in making a few more videos: just turning on the camera and sharing some thoughts. I sent them to clients, who gave me positive feedback. I felt even more encouraged.
2014: I finally decided to try a series of videos that were lectures, casual style, from my home office. I learned to befriend the camera lens, to envision my ideal client as I made the videos, and that helped me be more resonant with the viewers.
2015: I began the rhythm you now see — my regular outdoor walking videos, sharing some thoughts, that are usually about 5 mintues per video. The consistency of doing these videos 3x a week has made it very normal for me.
I wouldn’t have believed it years ago, but now, I’ve become comfortable on camera. It’s a testament that we really can change. Neuroplasticity is a real thing. What you think you “aren’t”, you can become, with practice.