You’ve heard how using video in your marketing efforts powerfully builds engagement, increases SEO, and helps drive conversions. You have a lot to say, but you don’t know where to start or what to do. Bottom line, you end up saying, video scares me! and you’re not even sure why. So another month, another year passes as your competitors incorporate video in their websites and marketing campaigns and you’re still doing what you’ve always done.
You’re in really good company! Although over 90% of businesses use video as their single most effective form of marketing, many continue to have an almost phobic relationship with that record button. Whether you dislike how you look or how you sound, or fear you’ll freeze and forget what to say under the eye of a camera, you can be certain that many other have felt exactly the same and found ways to get past it.
Because, let’s admit it, video isn’t going away any time soon. According to Cisco, by the end of 2016, video will make up more than 2/3 of all internet traffic. Unless you find a way to incorporate video into your marketing efforts you run the risk of being left in the dust of those who do.
Here are a few things that just might help you overcome your video fears.
You are your own worst critic, but your audience will respond to your message anyway. We humans are a funny bunch – we self-criticize endlessly, while assuming others don’t feel the same way about themselves. Think of the videos you’ve watched on competitor’s sites, or even on YouTube. Unless you’re watching a professional actor (a tiny portion of business video creators), you’re watching someone else who is just sure their hair is too messy or their voice sounds funny. They struggle with too many and’s and um’s, and worry that the camera adds back the pounds they worked to take off.
Give yourself permission to be imperfect. This is a little psych-speak, but it’s powerfully true that your mindset can work for or against you. Repeat how afraid you are of video enough times, and your brain will believe you. Conversely, when you give yourself permission to make a video even with your um’s, and’s, and imperfect voice, your brain will begin believing that too. Stanford’s BJ Fogg talks about the Psychology of fear and how it’s the #1 issue that holds businesses back from using video marketing. Understanding a bit more about human nature and how your fear of video is based on an unreasonable expectation of perfection can go a long way toward helping you work past it.
Rely on the experts. When you’re ready to move forward with creating a video for your company, but you have no idea how to get started, call a well respected video production company and ask them how they go about creating a video for clients without any video experience. You don’t need to be a movie star to get started – in fact, this is where a great video coach or studio can be invaluable. You’ll be able to focus on what you want to say, while letting someone else worry about the ‘how’ who is able to walk you through the steps required. Most reputable production companies will give you a free consultation to brainstorm ideas and let you know how they can help.
Since the number of digital video consumers stands at nearly 200 million and continues to rise, it is essential for your business’s success for you to get past your fear of video. Remember that you are your own worst critic (but your audience will respond to your message anyway), and that it’s okay to be imperfect (and it’s actually preferable).