As the old saying goes – Keep It Simple, Stupid. Well, we’re no strangers to that in the video world. The more complex people make their videos, the higher the cost, and longer the completion time. The main thing to keep in mind when making video is that the content is the king. Think about this – if you can keep video simple, you could easily make over 100 videos a year. Let’s show you how.
There’s a few reasons video can become complex:
Too many cooks in the kitchen – This has to be the biggest reason that video gets too complex. When a company comes in to make videos, there’s too many stakeholders who all have their own opinion. “Move the text over to the left.” “Wait, no…to the right.” “Wait, back again.” All of a sudden, after people-pleasing, the product is delivered weeks past the deadline and it is a complex, jumbled mess.
Combat this: Create a “funnel” where all of the ideas for video production go into. Set one person at the bottom of the funnel who will listen to all ideas and make the final call. This person must be empowered to make the final call and not be afraid to say “No” to some people. This person will listen and work with your vendor to make everything look good.
Too many messages – All too often, companies want to create a video for their website. The problem is that they have a few different verticals, and they feel that they must address all of these verticals in the one video. Guaranteed, this is how you end up with a 5-8 minute video that nobody will watch all the way through.
Combat this: Don’t make one video. Make a video for each vertical, message, client, etc. Make those videos quick – no more than 90 seconds, and direct people to them, or segment out your audience individually. Fortunately, we know a vendor that makes 8 videos for $2,950.
Too much value associated with video – Video is new to a lot of companies. When doing a video, it can cost upwards of $1,500 per finished minute (Note: not at GoNetYourself). The problem is there are millions of videos out there, so assuming that your one video is highly valuable in the marketplace is a recipe for disaster. Everything must be poured into this one video, and if it is not perfect, then failure ensues.
Combat this: Say this with us right now “Video is an essential Tool.” Say it again. Believe it. Video is a piece of your marketing strategy, not the whole thing. Video does not immediately solve all problems, but it is essential for engaging people. Know that your video will be dead in 6 months, at which time you will have to produce another one. It’s okay!
A lot of times, making video simple is a chicken-and-egg scenario. You’re not going to be able to trust one person at the bottom of the funnel until it’s actually effective. You can’t force yourself to segment messages until you do it. Value is associated with video until you see that releasing the pressure makes better video content.
Simple is better. Less is more. Video needs to follow these principles – and if you can, then we don’t see why your company can’t produce 100 high-quality videos or more in a year. And you could be at the helm.
Want more info? Talk to us.
Over the past few years, we have produced more than 1,000 videos. In that time, we’ve talked to marketing directors at many different companies, and we’ve figured out a few things about how to develop an effective video marketing strategy. Over the next few weeks, we’ll be posting the details on each one of these points below so that it’s easy for you to get started.
The main thing that we have learned about Video Marketing is that it is still new. People are still getting used to the fact that you can post videos constantly, keeping your visitors engaged. Few people have a defined strategy beyond “just post and pray.” In fact, we hear the word “viral” thrown around like Skittles at a Seahawks game – but the problem is that there is way too much video content out there for you to just “make” viral videos. Here are 5 things you can do that are simple and easy to help you get started to developing a video marketing plan:
- Keep it simple – way too many people want to make their videos extremely complex. The problem is that it takes too much time to be complex, and all of the complexity can end up being distracting. Do you remember the “Will it Blend” videos? Easy. Take a blender, put it on a table, blend some random stuff, smile, done.
- Start Safe – Many people are paralyzed by video. The question that a lot of people deal with is “where do I start?” Well, start somewhere safe. You might fail – it’s okay. But just don’t fail when you’re filming your CEO. Start with someone safe, making a quick how to video or a short client testimonial. Figure out what you like, what you don’t like, what works and what doesn’t, and then move on to your CEO eventually.
- Give away free information – if your site is selling something, people aren’t going to watch a 5 minute video of you beating yourself on the chest talking about how awesome you are. Instead, let people know something you’ve learned that you can share. Keep it short. Maybe it’s as simple as the 5 lessons you learned in 2013 from your business. But who doesn’t want to learn something free – and then they’re engaged on your site.
- Keep it Going – The days of “post and pray” are gone. If you have the same video you had 2 years ago on your front page, it’s time to do some video. If you’re doing a blog, you should be posting monthly videos. Keeping people engaged with video means you’re always producing new content. Again – simple stuff, but new content is key.
- Post. Post Again. Repeat – Remember that posting on Youtube and on your website will not do anything for your business. You need to leverage all of the channels that you have. Write a blog around the video. Attach it to a white paper. Post it on websites. Have your employees post all over LinkedIn. Tweet it. Facebook it. Google Plus. The options are endless. Then, 5 days later, post it in all of those places again.
We’ll go into more detail in the coming weeks about how to execute on each of these 5 suggestions. Stay tuned.
The passionate noise of the 12th Man has become a metaphor for my life’s distractions. The 12th Man’s deafening noise comes screaming out of nowhere and wreaks havoc in my life. In life, noise can be more than just what we hear. It can be emotions, addictions, useless busyness, even the all-powerful face painted nut job of success. For a moment think of yourself as Colin Kaepernick and ask the question, “How am I handling the 12th Man?”
Here are five sounding boards I use in my life.
#1 Awareness: Be aware of the noise. Know where it’s coming from? I have learned from GoNetYourself that sound can be both magical and highly mysterious, but it’s the game changer to almost everything I do. Identification linked with honesty is the key to self-awareness.
#2 Cool Tools: There are times in life when I need a personal sound check. I have found keeping a detailed log of my daily habits is powerful. Identifying times allotted to daily activity over a 30-60 day period is acutely piercing to the heart. This little exercise will be your sound test to where noise is coming from.
#3 Communicate well: Learn to use noise to your benefit. When everyone else is frantic, calm communication allows for execution. Communicating well is key: be clear, be purposeful and be honest. When the power of the 12th comes, simple honesty brings clarity to most communication issues.
#4 Listen well: Listening well is the art of being ok with yourself. Listen to what people are not saying to you. Directly and indirectly – feed on feedback. Has anyone confronted you recently? If not, seek out feedback.
#5 Prepare well: Noise can scare the living bejeebers out of you and in the 4th quarter it rips your heart out. Understanding how to handle noise is all about preparation. Trust me the 12th Man is coming…prepare well. Preparation will enable you to relax in the midst of chaos, allowing precise execution. The key to preparation is knowing what is most important. Over the past few years I have seen the “Financial Crises – 12th MAN” wreak havoc in people’s lives. Those who already knew what was most important never flinched – they just narrowed their focus.
The greatest players cannot deny hearing the 12th Man ringing in their ears but instead have a unique ability to tune it out with keen focus.
P.S. – Please don’t forward to Colin – everyone else is loudly appreciated!
Comment below how you deal with the 12th Man in your life.
One of the most important things in a video is assets – files that are placed inside the video to make it look better. In the case of the video above, the whole thing is screenshots of a website. We get requests for this type of video a lot here at GoNetYourself (seeing as they’re $375 – sorry for the shameless plug, but really, it’s a No Brainer). Often we hear “it looks pixelated.”
Think of these screenshots as a wool sweater that’s been stretched out and then washed- when you take the screenshots on your computer screen, normally you’re at the resolution of the website – typically no more than 800-1000 pixels wide. Then place them in an HD video – a full 1920 pixels wide – totally stretched out of shape. Then compress them down again to your browser window. Needless to say there’s going to be some holes.
So, here’s our suggestion for creating sexy slide decks and website tutorials like the one above. Your screenshot cannot be higher resolution than the screen you’re taking it on – so use a higher resolution screen. If you do not know how high res your screen is, just hook it up to an HDTV.
- Using a Mac, to be honest, makes this process much easier.
- Using Google Chrome (free download) also makes this process easier.
- Do Not mirror your displays – extend your desktop. If you mirror displays, the HD screen will take the resolution of the smaller screen.
- Enter “Presentation Mode” on Google Chrome when it has been dragged over to your HD screen.
- Zoom in so the website is almost edge to edge on the width of the TV.
- Take your screenshot – CMD + Shift + 3 on a Mac, Alt + Prnt Scrn on a PC.
- If you need more than one because the webpage is longer than the screen, scroll down and take another.
- Piece together any screenshots in a program like Photoshop, Illustrator, Gimp (Free Download), or Paint.
And that’s it.
And of course, let us know if you want one of these videos.
Using a teleprompter can be quite intimidating. Here are a few tips that will help you become a master at the teleprompter:
1. Write your own script
Writing your own script is the only way to go-don’t just read the script your boss gave you; put the script into your own words. And remember, write as if you are speaking; like “we’ve” instead of “we have” and “haven’t” instead of “have not.”
2. Practice makes perfect
Never used a teleprompter before? Not a problem! Schedule a time in our studio before film day and see how your script sounds out loud.
Smiling might seem like an obvious thing to do when you’re on screen; however, many people forget to do it. Smiling really helps to connect with your audience and shows confidence!
4. Maintain eye contact but don’t forget to blink!
During your video shoot, the camera is your friend. Talk to it but don’t stare at it! If you are constantly wide-eyed reading the script as it flies by, you’re bound to look awkward.
5. Avoid the “Tennis Syndrome”
Have you ever watched a game of tennis from the sidelines? Back and forth, back and forth… Your eyes and even your head can start bouncing with the ball. Nauseating! In the game of teleprompters, the same effect can happen. Don’t let your head and eyes noticeably bounce from word to word. Read in sentences!
6. Loosen up
Do a little stretching; loosen your shoulders, neck and face. Find your inner Zen and master that teleprompter.
7. Don’t become a drummer…
There is a fine line between using your hands to emphasize what you are saying and bouncing your hand to the syllables of each word. Leave the drumming to Neil Pert. In addition to that, avoid pacing, swaying, and bouncing.