This is a guest post by Monica McCarthy.
Videos are like Manolo Blahniks. Everyone wants them, they take some getting used to, and they can turn the ho-hum into the simply fabulous (dah-ling).
More importantly, well-crafted videos can do wonders to help you share your story with your audience. The key is finding the right type of video for you and your business.
Keep in mind the goal of any engaging video is to be:
Thus it makes sense the most common implementation of videos these days is the weekly Q & A. These are fantastic, but they aren’t the only way you can use video to help share your message.
All video formats aren’t created equal. How you should incorporate videos depends on your type of product or service.
If you’re showcasing something tangible
Anything from baked goods to jewelry to painting to knitting goes under this category. If you can taste it, touch it, smell it, or feel it, you want your audience to be able to imagine they are right there with you.
One great way to do this is to let the audience in on the process like this video my team made for Butter + Love, a local cookie company.
Or give a How-To demonstration dictating step-by-step instructions in an easy to follow format. Remember this guy?
If you’re showcasing an idea
Ideas are a little trickier to express in videos than things, but when done well, these videos can become the most powerful tools for engaging your audience.
Generally speaking, you’ll want to add some sort of visual element, in addition to simply talking to the camera.
Graphics are imperative for more complex ideas like in this video, The Crisis of Credit.
Or you can create a simple visual narrative to express your message like this video from my three-month trip to Southeast Asia.
If you’re showcasing a service
Whether you’re a business coach or a nutritionist or a lawyer, videos are an ideal way to connect with your ideal clients.
These videos need to be as relatable as possible. Personal and client success stories are effective ways to do this. The audience wants to understand how their life will be improved after working with you and why you are the perfect person for the job.
This video my team created for Michelle Ward, the When I Grow Up Coach, does just that.
And this video from former client and wellness warrior, Jessica Ainscough, beautifully depicts a day in the life.
The most important thing to remember is there is no one way to do them. You don’t need to invest in expensive equipment or pretend to take on a persona that isn’t innately YOU.
With some forethought, creativity, and practice, you’ll be on your fancy feet and strutting your stuff.
Now it’s your turn in the spotlight! What videos have you seen that are clearly informative, educational, or both? How can you incorporate these ideas for your own videos? I’d love to hear your answers as well as any questions you may have in the comments below!
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Monica McCarthy has over a decade of experience on camera as a professional actress in both Los Angeles and New York City. She recently opened her own boutique production company to help entrepreneurs, artists, coaches, and business owners create engaging videos for their websites. You can find her at ShowandTellStories.com and tweeting away @MissMMcCarthy. Her 6-week online course, Close-Up & Personal, is guaranteed to get you on-camera ready and starts October 21.