In 2018, it’s basically impossible to ignore the vlogging craze. There is no shortage of vlogs, or video blogs, available on YouTube – everyone from tech junkies to fitness pros have made their mark on the vlogging landscape. Vlogs can be educational, entertaining, beautifully produced or even shot on a shoestring budget – the point is, people love them and vloggers reap enormous benefits.
Why should your organization give vlogging a try? For starters, 70 per cent of marketers say video content is the best medium in terms of conversion. If you want to capture your audience’s attention, relay your brand’s key messages, increase engagement and have more fun with your content, vlogging truly is a no-brainer.
To get your video content strategy off the ground, we spoke with Warren Weeks, principal at Weeks Media, who shared his expert insights on the benefits and feasibility of vlog creation for organizations.
For audiences, convenience is key
When it comes to digital content consumption, Weeks says, “People are just more likely to watch a video than they are to read a big block of text.”
Personal preferences cannot overrule the fact that video content simply outperforms the written word.
“Leaders and communicators can’t make the mistake of becoming romantic about the formats they like the best,” notes Weeks. “Just because I might enjoy writing and reading the written word doesn’t change the fact that video is where the eyeballs are these days.
“In my work with clients over the past few years, I’ve seen that videos are significantly outperforming written posts – even when they’re on the same subject matter. I think that leaders who are putting off the move to video are doing their organizations a real disservice.”
Reap the game-changing benefits
“A well-done vlog is like a behind-the-scenes look at your business or organization. To me, it’s no different than the celebrity chefs, anglers or home repair people who have their own shows. It’s about creating interesting content, building that awareness funnel and getting your audience’s attention so that you can tell them your story.”
Observing both the successes and failures of vlogging pros is crucial for newbies. Before you make your own videos, hit the play button on a few vlogs first – you can really get a feel for what works and what doesn’t. Weeks recommends checking out The Daily Vee and Casey Neistat’s channels for business vlogging inspiration.
Get the right tools and skill sets
Weeks says that every business technically has the tools to create videos – at the bare minimum, all you need is a smartphone. However, if you would like to invest in better equipment, check out Weeks’ recommendations.
Acquiring the right tools is one thing; building the right skills is another. If your team is completely clueless about video production and editing, you can always invest in training or bring in outside help.
“Go on LinkedIn or Facebook and ask your network to recommend someone to do quality video work,” Weeks advises. “You’ll get a lot of responses and you can hire these people pretty inexpensively on a project basis.”
Don’t overthink it
Weeks recommends starting with a simple one-minute video – nothing too onerous for your first attempt.
“My advice is to get in there, to start with some small, well-produced videos and then adapt and revise based on audience feedback,” says Weeks. “Think about what stories your business or organization could tell and how those could be handled in a video format. And then just do it.”
If you’re struggling with content ideas, Weeks suggests:
- Updates for members
- Notices about upcoming live events
- Thoughts on new regulations impacting your industry
- Quick interviews with subject matter experts your audience will enjoy
“Shoot it, edit it and post it. Gather feedback, revise and repeat,” says Weeks.
Avoid these major mistakes
Save yourself time and effort with Week’s incredibly helpful suggestions for what not to do when creating a video or vlog.
Length: “Most companies are making their videos too long. This isn’t Titanic,” Weeks notes. “Just focus on one idea of topic per video and be as short and punchy as possible.”
Bad lighting and sound: Weeks advises that businesses should “invest in a light or use natural light during the day. Dark videos are attention killers.”
He adds, “The mic on your phone or camera isn’t sufficient in most cases to pick up quality audio. Use a lapel mic or a shotgun mic to get better sound quality.”
Loose editing: “Editing is an art form and viewers will be irritated if you leave even a quarter second of dead air. Make your cuts nice and crisp.”
Linking YouTube videos on your Facebook page: Weeks advises posting videos to YouTube and Facebook separately. “Don’t just link the YouTube video on your Facebook page. It takes a bit more time but it’s worth it. Facebook and Google are huge competitors and Facebook gives YouTube links terrible treatment compared to videos uploaded on the platform.”
No narrative: Telling a story is absolutely crucial, says Weeks. “This is the biggest one of all. Video is just the medium. The story needs to be there in order for your video to result in engagement. Before you hit the record button, figure out what story you’re trying to tell.”
Even if your vlog isn’t perfect, it’s better than nothing
Your organization isn’t going to produce perfect content right off the bat, and that’s okay – it’s all a part of the process.
“Even the people and organizations who are doing bad videos are at least putting themselves out there, experimenting with the medium and hopefully trying to get better,” notes Weeks. “I have more love for them than I do for the organizations that are still sitting on the sidelines.”
For more tips on video content, check out our posts below: