This is one of the free lessons available from my Practical Video Production Courses. For resources and downloads, please click here to grab them.
What I’m going to talk to you about in this post is what I predict is going to to be the trend in 2021 for video communications.
Video has become an intrinsic part of our daily life. And businesses cannot ignore this particular asset.
We’ve been doing video for decades as far as businesses are concerned, Creative Videos, Corporate Videos, Narrative Videos, Instructional Videos, Internal and External Communications Videos. All of these have had a very good run and they will continue to do so. But I think in 2021 the very important factor that’s going to enter the mix is Brand Authenticity.
This space has become so crowded with video content and time is even further limited people need to be selective in what they watch and I think they will select the channel or the video that they think is authentic and that belongs to a brand that is authentic as well. If you offer clear advantage of authenticity then I think you will continue to be in business – hopefully – for a long time.
But what does it mean to be authentic in the first place? According to Psychology Today, being authentic
means that you act in ways that show your true self and how you feel. Rather than showing people only a particular side of yourself, you express your whole self genuinely. That means to succeed in being authentic, you first have to know who your true self actually is.
As far as video is concerned, how you can project that authenticity. Video has the ability to far surpass what the written word or even pictures can convey because it allows people to see people, look into their eyes as they speak to them through video and by seeing the body language, feelings also are easily and genuinely conveyed. This is specifically why video will always win in engaging people and bring them closer to you and your cause. People after all buy from people. If they see you and your customers talking to them through your camera they will probably be more encouraged to continue to be your customer.
In order for you to ensure the success at least get the mechanics of delivering video correct and how you do that is perform a self evaluation and create a strategy that you can put together into a frame work that everybody who is involved in your production will be on the same page. It’s important for everyone to know the goals and the direction that you’re moving.
There are many things to decide within that strategy of course. I discuss this particular issue in depth in my Practical Video Production Course. However, one of the important factors you need to decide on is the frequency that you want to be on air – whether your presence is going to be live video or a recorded message. Knowing the planned frequency will allow you to schedule the proper resources and material for you to ensure a better chance of success.
Then, once those videos are produced, it’ll serve you well to repurpose their content. Transcribing your video will allow you to publish those words into many avenues; blog posts, newsletters, email campaigns, tweets, other social media posts are all possible. This will allow you to use the content in various marketing channels and amplify your reach.
Once you’ve extracted and reused the content into all of those channels, please spend the time to analyse who has watched them, when did they do so, when did they drop off and use that intelligence to adjust your next video offering.
And finally, in such a crowded place is it’s extremely important to pay attention to SEO. The search engine optimisation is a vast subject obviously but I think that you can start with having a proper name for your video, something that people are searching for. Also upload the transcribed document to accompany your video so that Google and the other search engines can index your video appropriately and make it available to a lot more people.
Part of being authentic is being seen and delivering value to your society. Video is the perfect vehicle for this. So spend the time to create your strategy for 2021 and make video its central part.
If you’re looking to utilize videos for your business, please give me a call. I’d love to help.
If you would like me to discuss any other video making related subject, please do enter a comment below.
Make it a great day!