5 essential tips for successful business vlogging
A recent report from Cisco suggests that by 2013 90 per cent of internet traffic will be video. Even if this turns out to be an exaggeration, there remains little doubt that online video has come of age. The sheer wealth of genres on YouTube makes it one of the most densely-trafficked websites on the internet.
Nor is YouTube any longer just a convenient platform for Joe Public to post weird and wonderful video clips. Business vloggers now form a significant percentage of the all the postings on YouTube (and similar sites), and the site has rapidly grown into a powerful and inexpensive marketing tool. Here are some indispensible tips for getting the best out of your vlog:
Use prompts – but do not use a script
Don’t just turn the camera on and begin talking. Before you start, consider what you are going to speak about and come up with a coherent theme or topic. This doesn’t have to be a memorised script or storyline – which in any case can come across as very wooden and contrived. Some rough notes and prompts are all you need. Research the hot topics in your industry
Research your subject beforehand
There’s no point in talking about something that no one is interested in, or a subject that you think your prospects may be interested in. To find out what people in your target group are talking about, go online, search on YouTube, visit chat rooms, check out other vlogs and video postings and take note of how many viewings they’re receiving. This will provide you with a good yardstick for developing compelling content.
Dive straight into your subject
Keep you introduction very brief. Don’t tell people your life story, or dwell on the details of what you do. You’ll bore your viewers and lose their attention – and remember not to deliver a thinly veiled sales pitch. It’s destined to turn people off! Simply introduce yourself and your company and then dive straight into your subject. Speak in an off the cuff, conversational tone, just as if you were talking to a friend down the pub. Ums, ers and ahhs are fine in moderation, and if you freeze up at any point it can easily be edited out of the final video, or retaken.
Stick to a single subject in each post
Stick to a single, clearly defined subject. If you digress from your subject or jump from idea to idea you are likely to confuse your viewers. Your best line of attack is to briefly explain what you are going to talk about, deliver your message, and then sum up. TIP: under no circumstances try to be funny (unless, of course, you are a natural-born comic, in which case your wit will come across regardless). Any strained attempt at getting a laugh is destined to come across as cringe-worthy and embarrass your viewers.
Don’t speak directly to camera
Rather than engaging the camera directly (which can make you look like a news reader), it is best to speak directly to an unseen listener who is sitting opposite you slightly off centre of the camera (usually the camera operator). If it helps, they can ask you prompt questions, which are then edited out in the final video. The effect is a relaxed and conversational delivery that is more likely to engage with your audience.
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- What is the best type of content for a video blog?
More on content next week …
Interested in video blogging or having a company interview produced? We can cover it all, from the shoot, the edit to setting up your YouTube channel.
Untill next time
P.S. Have you read our latest guide to integrating email with social media? Grab yourself a copy here, we think this is an invaluable addition to any marketers reading.