How To Incorporate Video Into Your Strategy Without Feeling Overwhelmed
Welcome to the age of video. There's no denying it, and this "trend" shows zero signs of slowing down. Thanks to the powerful cameras built into the tiny devices that seem to be seared into the palms of our hands, we have the ability to capture every moment of our lives, but this can also lead to an overwhelming feeling of pressure to turn every recording into a cinematic masterpiece worthy of an Oscar.
Vertical video is popping up everywhere, no matter what social app you open—even Twitter. (Yes, it's Twitter. It will always be Twitter.) CEO Linda Yaccarino shared that video consumption on the platform has grown 35% year over year. Even the social platform, previously known as the writer's haven, seems to be moving toward a video-first approach.
So, how can you embrace video without feeling excruciatingly overwhelmed?
Approach it slowly and at a pace you're comfortable with. Think through how you usually communicate online and how to adapt that messaging with the addition of a moving element.
If you're used to writing out your thoughts in 280 characters or less, don't expect to immediately fire up your camera app and be able to rattle off a concise, engaging, and thought-provoking 30-second video that propels you into the land of video virality.
Most importantly, do not feel obligated to ever execute a short-form video in that manner if you want to participate in the medium. There is no right or wrong way to incorporate video into your content strategy. It's about finding what you feel most comfortable creating and making sure it still connects with your audience in a way that is valuable to them.
Let's break down three short-form video formats to help you shift toward this new social reality.
B-Roll with text overlay
You're seeing this more than you probably realize on platforms like Instagram and TikTok.
Users are taking 7-10 seconds of what most think is mundane video footage (often faceless footage of filling a mug with coffee or a panoramic view from a previous beach vacation) and writing an overlay of text with the point they want to get across.
This often leads to a call-to-action like "more info in caption" to encourage users to expand and consume the rest of the message in the written body of the post. Or it's as simple as a motivational thought or quote you want to share with your audience.
Add a whimsical audio track to it, and you've found a low-lift way to add motion to your writing strength without ever having to step foot in front of a camera. I personally love utilizing this tactic on days like today when I have a messy bun, no makeup, and I'm still in the sweats I slept in.
You can view an example of this here on my Instagram.
Voice-Over Videos
This is an excellent concept to transition to once you've become comfortable adapting your message to motion. You can utilize b-roll footage that includes shots of yourself to help you become more comfortable in front of the camera without feeling the pressure of looking directly into it and speaking. Narrating the video allows a personalized approach to help users connect with you as a human, fueling your online authority.
Concepts that work well with voice-overs:
A Day in the Life
Product Reviews (Check out the First Impressions video I just posted after purchasing my new Shark hair dryer.)
Get Ready With Me
Talking Head Videos:
It's exactly what it sounds like. The videos where we're smack in front of the camera, delivering – what seems to be – an endless stream of consciousness. But these videos are often A LOT more planned than most realize.
These videos are challenging to create if you want to keep them concise, engaging, and valuable. A 30-second talking head video can often take multiple hours to script, film, and edit. But like anything, the more you do them, the more efficient you will become.
My process for filming a talking head video?
Script it. All of it. I know what I will say and what shots I plan to film while I say it.
Filming. This part is the least time-consuming if I've thoroughly planned precisely what I want to say and how I want to film it.
Editing. Cutting out dead air, adding transitions, strategically placing engaging text overlay. This can consume a ton of time, especially for the perfectionists. But remember, there is no right or wrong way to create a short-form video. There are best practices, yes, but the landscape is changing monthly, weekly, daily – even hourly. If you find yourself in the endless loop of perfectionism, step back and ask:
"Am I delivering information my audience will find valuable?"
If the answer is yes, post the video and move on.
And my LARGEST piece of advice: Do NOT get so caught up in the performance of your video content that you allow it to deter you from creating and experimenting further. Building trust and authority online means saying the same things repeatedly in many different ways.
Throw in weird algorithms that no one can explain (no matter how many times someone promises to teach you how to "hack" it), shortened attention spans, ever-evolving trends, and a stream of information overload. You can never predict how, why, or when a video goes viral or when one falls flat.
Go through my Instagram Reels. You'll see a varying number of views. I'll have +10k for one video, and the next will be under 1000. I don't take it personally. I don't see it as the world of social media hating on me or rejecting my content. (I've received enough troll comments to know the difference.) I've been doing this long enough to have experienced gaining a new coaching client from a video that's garnered 500 views or less because they found I offered a solution to a specific challenge they faced.
I've also had videos reach 50k+ views and be seen as entertainment, but not one dollar was made from them.
So, at the end of the day, keep creating, keep adding value, try new mediums, embrace the video chaos, and let go of the vanity metrics.
