Why businesses should use video


Article provided by Lucy Griffiths

Facebook says that people are five times more likely to buy a product if they watch a video, compared to if they see a still image of the ad.

Video sells, and for businesses it is more imperative than ever to create compelling video.

72 hours of video are uploaded to YouTube every 60 seconds every. single. day.

How often have you seen video interviews on the news where a professor or expert is being interviewed by Skype and you’re seeing more of the ceiling than the interviewee? It’s distracting, and reduces the credibility and authority of that person.

In real life people make a judgement about you in the first seven seconds of meeting. On video it’s the first three seconds, so first impressions count.

Video is around you all the time. You talk on Zoom, Skype and FaceTime to colleagues, and it maybe how you pitch to clients. It’s also how candidates are screened for the first round of interviews. Imagine showing up on screen with your neck chopped off, or looking in the wrong place so you don’t make eye contact and appear shifty. Gulp. It happens all too regularly.

Knowing how to position your camera lens, and looking at the way you frame yourself can make a huge difference. Look into the lens. Consider your framing. Spend some time looking at your backdrop. It’s much more flattering if you’re nervous about being on camera, and it creates the best impression of you.

Videos for your website to introduce who are you are, and what you do. Ideally these videos should be filmed by a professional.

Business owners and executives understandably aren’t natural presenters from the get-go and many videos on websites are stilted and a little awkward. So, a little confidence boosting is required on camera.

The way that video production usually works is that you have a person behind the lens concentrating on the technical aspects of video, but they’re not really thinking about your presentation. When you’re sitting in front of the lens, relax, smile, and breathe. Make friends with the lens.

If you were doing a major pitch or presentation to clients, you would practice, practice, practice.  And it’s the same with being on camera. Know what you’re going to say and although you don’t want to be scripted, do be prepared.

Remember that people will watch your video before they meet you, and they will make decisions about you within the first 3 seconds of watching. So, you need to ensure that those first impressions count.

Providing you have the budget, get some presentation and video coaching. The results will show up on camera, and convey confidence and authority to your audience.

Many businesses create a video for their website and think that’s video ticked. However, you also should be communicating with your customers using video on social media.

Talk to them on Instagram Live, use Facebook Watch, and embrace the power of Google Search and create “how to” videos for YouTube.

Video ads work brilliantly on platforms like YouTube and Facebook.  They can enable you to retarget your ad campaigns to people who have actually watched your videos.

People want to see consistent video creation, and want to be talked to on video – but it doesn’t all have to be polished and professional. They want to buy from a human, so they want to know that you’re real and approachable, and the kind of person they could talk to in the pub or over a coffee.

Don’t worry, it might not seem that people are watching when you’re live, but they ARE watching. Two-thirds of the world now own a smartphone and, in fact, half a BILLION people are watching videos on Facebook every day (according to Facebook).

The world is watching.

About the author

Lucy Griffiths is on a mission to ensure entrepreneurs make an impact on the world!

Having spent most of her career as a TV correspondent Lucy has helped many journalists and TV anchors to become more confident in front of the camera.  She is now using her knowledge and experience to assist business owners.  As a qualified video strategist and coach, Lucy teaches her clients how to get visible by harnessing the power of video storytelling and maximising their message through live streaming.

You can find out more about Lucy’s coaching and courses via www.lucygriffiths.com

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