Hate it or love it. Video content is here to stay. In fact, video is now the preferred medium for consuming information for a majority of internet users. And it’s only growing in popularity. Including dominating social media. You only have to look at the changes made across every major social network, including Facebook, Instagram, and Twitter. There is a reason why they are incorporating videos in a BIG WAY in their algorithms.
According to HubSpot’s 2020 State of Marketing report, video beat out heavyweight contenders like email, blogging, and infographics as the most used type of marketing content.
If you are not using video content in your marketing strategy yet, then it’s probably time.
Why is video content so important?
Videos are not only more engaging, people also remember information from videos more than any other medium. Studies have shown that the average viewer retains 95% of a message when they watch it, as opposed to a mere 10% retention rate when reading it.
Videos are also great storytellers. They can get your audience to connect and communicate with you on a deeper emotional level. More so than words or pictures. They also help develop greater trust as people can see the intent and the face behind the brand. They can “see” you, what you stand for, and really “connect.”
Still not convinced? Here are some stats about video content that will blow your mind.
- According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands… more than any other type of content.
- Video on landing pages is capable of increasing conversion rates by over 80%,
- The mere mention of the word “video” in your email subject line increases open rates by 19%.
- In YouTube’s survey, 50% of people from Gen Z and Millennials (an increasing demographic with purchasing power) said they “couldn’t live” without video in their daily lives. They also use videos for information gathering.
- 55% of consumers use videos for purchase decisions.
- 80% of marketers use visual assets in their social media marketing. Video (63%), alone, has also surpassed blogging (60%) in usage as a social media marketing asset. (Social Media Examiner)
- As much as 62% of people agreed to being more interested in a product after seeing it in a Facebook Story. (Marketing Land)
- Video is shared 20 times more often than any other content formats in the LinkedIn feeds. (LinkedIn)
In 2021, it’s likely that the expectation of brands to provide marketing videos has gotten even stronger.
Video marketing is not for everyone, but it is certainly one of the most popular ways people engage on the internet. And it’s a fairly easy way for people to experience you and get to know you on a different level. I used to cringe when anyone used to mention video marketing. Not anymore!
Ways to create video content even if you are camera shy:
Create video content that doesn’t require you to BE on camera
There are other ways to create fun, informative videos without appearing on camera yourself. The key is to create videos that hold the attention of the audience with interesting storytelling and eye-catching visuals. Here are some of the MANY ways to do so.
- Use photographs You can share slides of eye-catching photos or showcase videos of your products while you narrate/tell a story about your product in the background. Add a nice music track to go with your story and visuals and you’ve got gold.
- Make screenshare your best friend. You can use apps like Loom to record your computer screen and create video tutorials or informative videos. Remember to think about what your audience needs to see to learn from your video content.
- You can also use PowerPoint, Canva, or a dozen other slide sharing apps out there to create an honest to goodness slideshow.
- Do a behind the scenes (BTS), inside look video, where you can film your videos from your perspective. That means filming with your phone or camera showing what you’re doing. Perhaps talk a bit about what you’re doing. Check out my Instagram highlights for an example of my BTS.
Use animation as a mode of video content creation
If you don’t want to star in your video content, you can always create an animated version of yourself! Animation software can be used to create a talking head that will be the face of your narrator. Animation is a useful tool especially if you are a service-oriented business and don’t have pretty product photos to showcase.
However, you don’t need to spend all that time making talking heads and whatnot. You can definitely start small and use motion graphics to make that slight shift from a picture to a video. Using Instagram reels is the best example for this. BigVU is the app I use for creating my video content. It allows captions, music, logo, and everything you need to create engaging video content whether you’re on the video or not.
Check out this post for scroll stopping ideas, for motion graphics you can use. Or this video:
Try to gradually get over your fear of being on camera
I get it. Video marketing is not for everyone. But after you dip your toes in creating videos without showing your face, you’ll definitely gain more confidence. Then, you can start gradually showing your face. Here are some great tips on how to get over your fear of video marketing and take the Nike approach and just do it!
There is one more way to appear on camera without actually facing the camera!
Do a video interview and record it. Use a camera that’s physically pointed towards you or do a virtual video interview using apps like Zoom and Skype. Get someone to interview you about yourself, your product, your brand. About things your customer would like to know. That way you don’t have to actually face the camera. The camera is just on you and the person you are talking to. You can then use snippets from this interview to create your own engaging video clips.
My discomfort of being on camera didn’t stop me from being seen in this world. I share my story, lessons, and perspectives on entrepreneurial life, and give tips on business growth strategies on my video series, “Open Book Moment,” on YouTube. And I hope this post inspires you to take that small step towards video content creation. I have a mission and so do you.
If you’re looking for a team (a community) of heart-centered professionals to support you with your marketing activities, reach out to Amazing OBM. We’d love to chat and help you plan for an amazing 2021!
Camera Shy? The Importance of Video Content in 2021 and How to Rock It!
December 22, 2020