Video Marketing Tips I’ve Ignored, Until Now
Most video marketing tips talk about how to create the video and market it, not how to avoid looking hideous in it. I know. I write those tips. Now that I get to record videos myself, I can see that I’ve done you a disservice. I haven’t told you how to avoid looking like me.
Yesterday, my video “4 Bartender Tips for Marketers” appeared in the newsletter, on our site, on social media and beyond. So this image of Bartender Luke looking gorgeous appeared alongside … well … me, looking like Donald Trump.
Here’s what I did wrong: I tensed up.
I. Look. Nervous.
Because I am. You can see it in my face, especially, but it’s in my arms, shoulders and my entire body. You can hear it in my voice. Sure, I’m used to putting sources in the spotlight instead of myself, but this is my third in-studio video. It’s time to evolve.
Here’s how you can be more like Luke:
- Relax. Yes, Luke won the genetic lottery, but he also seems much more relaxed than I am. I didn’t see him doing this, but here’s advice from Monster.com about business videos: “Make sure your hands aren’t balled up and your shoulders aren’t scrunched. Some people find it helpful to give a little self-massage to the temples and neck. Rubbing your palms together to generate warmth and placing them onto your closed eyes is another trick that works.”
- Prepare. Peeking at his script, I saw Luke had highlighted his parts and probably memorized them. This comes in handier than reading from a teleprompter, which may not be running at the correct speed, and looks more natural on camera.
- Check Your Posture. Stand or sit up straight. It makes you look better. (Yeah, I didn’t do that consistently.)
Be High-Maintenance. This tip actually doesn’t relate to Luke. He wasn’t wearing cosmetics and he didn’t need to primp. This is about Julie Greenbaum. Before taping, Printing Impressions’ colorful digital editor adds much more body to her hairdo and adds more foundation, rouge and a brighter shade of lipstick “So your face doesn’t get really drowned out” by the TV lights while she records “The Week That Was With Julie G” videos. Extra cosmetics make your face “pop” away from the background, she said on Wednesday.
“Royal blues, greens, purple, coral are good colors to wear,” Greenbaum adds. “[Scarves] with bright colors and patterns are also good. Depending on who is filming you, you can also ask them to vamp up the colors in post-production, and also increase the contrast. That will also make your face stand out. I would suggest seeing how you appear in front of the camera first before asking them to adjust. And strong makeup does the trick.”
[A sidenote: I did get a professional makeover for my first video, but my source didn’t wear any cosmetics, so the lighting adjusted for his tone. I ended up feeling like a clown. In her videos, Greenbaum is on screen alone.]
- Slow Down. Monster mentions taking deep, slow breaths that will also slow down your speaking voice. It’s possible to overdo this, but my stage fright leads me to speaking too quickly and being difficult to understand, plus being more likely to stumble over my words.
- Adjust Your Language. Keep language simple. Greenbaum even avoids saying her last name, though she needs to use far more complicated language throughout her week in review.
- Be Excited. Try to have fun with it. Greenbaum adds animation to her voice, even when she’s saying “the transaction has an enterprise value of approximately $1.5 million.” She follows Monster’s advice to “Overemphasize everything, including your words, excitement, volume, gestures and eyes.”
Some of the best tips on “Conquering Stage Fright” come from the Anxiety and Depression Association of America:
- Shift the focus from yourself and your fear to your true purpose — contributing something of value to your audience.
- Stop scaring yourself with thoughts about what might go wrong. Instead, focus your attention on thoughts and images that are calming and reassuring.
I saved the best one for last: Give up trying to be perfect and know that it is OK to make mistakes. Be natural, be yourself.
What other video presenter advice do marketers have?
Please respond in the comments section below.