How to Amp Up Your Agency or Client’s Video Presence
Are you avoiding video? Afraid you’re not interesting enough or don’t have enough content to produce? Does it look too hard or are you worrying about production quality? Find out how to build your digital communication with a video presence. It’s more accessible and approachable than you think!
In this episode, we’ll cover:
- Understanding the importance of vlogging.
- Finding a style that works for you and/or your client.
- How to avoid getting discouraged.
- How to turn viewers into subscribers.
Today I’m chatting with Amy (Schmittauer) Landino, a media triple threat as a successful YouTuber, with her channel Savvy Sexy Social, best selling author of Vlog Like A Boss and keynote speaker. If anyone understands the power and importance of video in digital communication it’s Amy. She’s looked to as the authority in the how-to vlogging space and actually one of the influencers of my vlog, SwenkToday.
Understanding the Importance of Vlogging
Digital communications is becoming a big need for businesses, both large and small. This need started with social media but is now moving towards video. It is difficult to survive online communications or digital marketing without some form of video.
Understanding the way people are consuming content is going to decide your digital communication. People are trying to find the better, faster way of what they want… video accommodates that need.
Video and vlogs are growing because they make the host seem approachable. The platforms, such as YouTube, Instagram Stories, Snapchat, etc. are growing and video is becoming more accessible. Because of this, it’s time to step outside your box and start asking, “How can we, as an agency, better consider what our customer wants when it comes to video?” Sit down and have a conversation with clients because using the visual of video is going to make a much deeper connection. This will help your agency make more money and serve your clients better, because this is a necessity in business today.
Finding a Style That Works for You
People can get caught up in feeling uninteresting, but that is the beauty of video… you can make ANYTHING look and sound interesting with video, IF you think about what it’s like for the end user!
So when you think about your video style you need to ask yourself these 3 questions:
1. What is the Brand of You?
How do you want people to be talking about you? Get creative. Stay consistent so your audience can get to know you and care about you.
2. Who are You Talking To?
Know your audience. Know what your audience wants. This will make you more interesting and keep them watching!
3. What is Your Audience Size and Loyalty Level?
If you are new to vlogging and have little or no audience, you have a lot of work to do to earn trust and interest. This will help you build a solid base audience, which can allow you to take things to another level and take some liberties with your content.
If you are more concerned with the number of views than the quality of viewer… you’re in trouble.
How to Build a Solid Video Presence
Don’t get discouraged! I get it, entrepreneurs are impatient (myself included!).
Remember: It’s not about the number of views or number of people you reach, because it just takes one person — the perfect customer. Don’t lose focus on who that person is.
It’s tough, vanity metrics on Facebook can make it hard to choose a platform. Facebook feels like your content is getting more views, but in reality, the context of that view is not as valuable as on, say, YouTube.
Facebook pushes content into a newsfeed, can come without audio, and is logged as a view if it’s watched for 3 seconds or more. So of course, views can look higher on Facebook.
YouTube viewers are more intentional. They come looking for the content you are providing and a view isn’t ticked off until 30 seconds is viewed. Every platform has a different algorithm to make more money and keep people happy. But remember, you are working with the same algorithm as top YouTubers. If you get that one person, that perfect customer to watch you and can build a connection through advising them on something that will help them in a positive way… that’s all that matters.
Keep ‘Em Coming Back
The BEST thing to do to get people to come back is: Ask them.
- DO ask for them to subscribe – the ask makes them more likely to do it.
- DON’T assume if they watch your video they will subscribe.
- DON’T assume if you put a visual, without actually calling it out, they’ll subscribe.
Technology is always trying to get better for the viewer and also the vlogger, but sometimes they conflict.
You have to be explicit. Lead off with it, but make it short. You don’t want to spend too much time or you will lose them.
You want to keep your viewer until the end. If you get them to watch your video all the way to the end, you are considered their thought leader. So tell them what to do next, whatever the natural next step might be (i.e. subscribe, opt-in with email, or visit your site). Say it. You have to say it.
Use visuals and create features that make for a nice user experience. This also encourages more action.
Related: Want to get better at producing video? Check out this episode: https://jasonswenk.com/video-marketing/
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