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Why 80% Of Entrepreneurs Shy Away From Video

Writer's picture: Lucy NorrisLucy Norris

It's true that many entrepreneurs understand the importance of video content in their marketing strategy, especially when it showcases the face behind the brand. However, some still find excuses for not utilizing it, often due to feeling uncomfortable or inauthentic in front of the camera. This discomfort can stem from being unfamiliar with the medium, particularly for those outside the media industry.


To truly harness the power of video marketing and create authentic content that resonates with your audience, it's crucial to understand why consumers are drawn to video content. From traditional TV commercials to modern platforms like YouTube and Facebook Live, video has become an integral part of our daily lives, offering marketers a versatile and highly shareable medium to engage with their target demographics.


Recent research has shown that online video is a staggering 600% more effective as a marketing tool than print and direct mail combined. With human attention spans dwindling, video marketing has proven to be an efficient way to deliver messages concisely and effectively, capturing the interest of millions of viewers daily.


Despite the numerous benefits of video marketing, common excuses such as not liking one's appearance on camera, fear of being judged, doubts about the brand's suitability for video, concerns about reception, or perceived high production costs often hold entrepreneurs back. However, these reasons are often rooted in self-doubt and can be overcome with a shift in mindset.


Embracing video content doesn't have to be daunting. There are various formats to explore, each suited to different goals and audiences. Demo videos can showcase product functionality, brand videos convey company vision, event videos capture special moments, expert interviews build credibility, how-to videos educate, explainer videos clarify value propositions, and live videos offer an exclusive peek behind the scenes.


Regardless of the type of video content you choose, the key is to authentically represent your passion and brand. Whether you collaborate with a team or take the reins yourself, being genuine and comfortable in front of the camera is essential for connecting with your audience and building a strong brand presence.


By recognizing the value of video content and exploring the diverse ways to leverage it for your brand, you can overcome any inhibitions and unlock the potential of this powerful marketing tool. Remember, your unique voice and story are what will resonate most with your viewers and set your brand apart in a crowded digital landscape.


Demo Videos

Let’s start with demo Videos. Demo videos showcase how your product works — whether that’s taking viewers on a tour of your new product and showing how it can be used or unboxing and putting a physical product to the test. People love that stuff. Especially when there is a challenge involve. Think Red wine spilling on a shirt. Some fancy new gadget that removes stains instantly.



Brand Videos

Brand videos are typically created as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. It’s basically the companies narrative told throughout a video.


Event Videos

Event videos are great when your business is hosting a conference, round table discussion, fundraiser or charity.


Expert Interviews

This is when you capture interviews with internal experts or thought leaders in your industry. It’s a great way to build trust and authority with your target audience.




Educational / How-To Videos

Instructional videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions.


Explainer Videos

This type of video is used to help your audience better understand why they need your product or service. Sometimes even though it seems logical to you, they need a little more explaining.




Live Videos

Live video gives your viewers a special, behind-the-scenes, exclusive look at your company. This form of content is key for creating a community.


So as you can tell there’s a lot of different ways in which you can produce content for your brand. Decide on the type of videos that would be good for you and your company and then begin either working with a team to execute your vision or carve out the story yourself. No matter which type of content you choose, you will and should be in front of the camera talking about your passion and brand. For that very reason, you need to be able to be yourself in front of the camera.


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