Why You Need To Be Using Video In Your Business (And How To Do So)
You know you should do it more often, but the idea seems like so much work.
You’re so vulnerable, so exposed. You’re not comfortable in your own skin. It’s the last thing you want to do.
But everyone keeps talking about how necessary it is. Everyone else is doing it, and they don’t feel awkward or uncomfortable. It comes naturally to them.
But it’s not natural for you. What if you look awful? What if you say the wrong thing? Or worse, what if there are long, awkward silences? It’ll be so embarrassing.
Getting on camera as a business owner can be a scary idea. There is so much vulnerability in videos. So you avoid it at all costs.
I get it. I’ve spent the past two years avoiding video as much as possible. I find it to be one of the scariest things. I’m incredibly self-conscious about my appearance, about my voice. When I do use video, I ramble a lot. I forget the key points I want to make. I use “um” & other fillers way too much. Video is my nemesis.
But I also recognize video’s importance in today’s world. Video allows us to make a more personal connection. It offers us a chance to show our followers the other bits and pieces of life that make us human, that connect us to them, that makes us relatable. Viewers can see our faces, hear our voices, become familiar with our facial expressions. It connects us in a way that text alone can’t.
Social media experts talk on and on about how important it is to show up on Facebook Lives, on IG stories. YouTube is one of the most significant search engines. There is no escaping the significance of video.
So what do you do if you are uncomfortable with videos?
You need to read Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience by Ethan Beute & Stephen Pacinelli.
What does rehumanize mean?
“It means being more, well, human. Restoring a face-to-face element that’s gone missing. Being more intentional and personal in your approach. Building better business relationships.”
Rehumanize Your Business teaches you how to use video to build personal relationships with your customers. It’s primarily focused on using video in emails, but the techniques work for any video that you’re creating to connect with your audience.
Video doesn’t have to be complicated. As the authors say in Rehumanize Your Business, these videos are about building relationships. Creating videos to connect with your customers is a lot easier than creating videos for marketing. Throw aside all your misconceptions about what’s involved in creating videos. You're going to learn how to connect with your people and get comfortable with mistakes.
Part One—Why It’s Time to Rehumanize Your Business
This is where you learn the benefits of video. For example, have you ever considered that:
“Video builds psychological proximity between people, even in the absence of physical proximity.”
You’ll also learn how communication is improved when you use video to send messages to your clients or customers. And you’ll get the six signs that video is for you.
Part Two—When to Rehumanize With Video
Here you’ll learn the times to use video as well as when you shouldn’t send video.
You’ll also get examples of people and businesses who are using video and how they are overcoming the obstacles that pop up.
Part Three—How To Record and Send Video
This is where the book gets actionable. You’ll learn why you’re not using video already and most important of all, how you can get comfortable on camera. You’ll also get 7 tips for better video.
Part Four—Improving Video Results
This part of the book teaches you where rehumanization is now and where it’s headed. You’ll learn how to increase open rates, clicks, and how to track and target your list. They also suggest the next steps you should take.
I gave you a high-level look at what’s included in the book. But here are the things that I personally loved and am ready to implement.
Just Do It.
The more videos you create, the easier it gets. The more you record, the better your videos will be. Accept the idea that perfection isn’t possible and get comfortable with making mistakes. The dog will bark. Your child will interrupt. You will drop the papers you’re holding. But those things humanize us. And that is what makes a video so compelling.
Talking With Your Hands Is Good
“Our hands are tied to our use of language—both as speakers and listeners. They help us speak more clearly, quickly, and effectively. They help people pay attention, perceive the speaker as more passionate and enthusiastic, and understand more information...our hand movements enhance our communication.”
I don’t know when or why but I picked up the idea that using your hands to “talk” was a bad thing. I use my hands a lot in conversation. Now, I’ve never tried to tone it down for video, mostly because I just avoided video. But hearing that using your hands can improve your communication was a relief.
Video is a quick, casual way to communicate with your audience.
If you’re making a promotional video for your business, it’s going to involve lots of equipment. Lights, cameras, reflectors, props, mics, extra people. It’s a production.
But a video you create to connect with your customers is different. It’s short, simple, real, and raw. Just turn on your camera and start recording. Speak from the heart, simply, casually, just as you would if you were sitting down over coffee or a glass of wine.
Depending on your comfort level, there’s no need for your hair to look just so. You don’t need to remove your slippers. You can even record without pants—IF you’re filming from the waist up.
The point is you don’t have to make filming a big deal. Just turn the camera on and talk.
Don’t Use a Script
While a general outline can be helpful if you’re really uncomfortable with video, you don’t want to read from a script. It’s obvious, and it’s painful to listen to.
Come Prepared and Don’t Overthink It
This is some of the advice from Part 2, where the authors talk to people who are using video in their business. One of them said to expect to be on camera, so be prepared. And then relax. Have fun with it. Don’t try to prepare for every possibility. Don’t try to avoid every hazard. You’ll just freak yourself out.
So, Do You Need To Use Videos In Your Business?
If you’re still undecided about making use of video, let me share a story from the book. Imagine the following conversation:
First person: “I don’t do video. But Mary does video.”
Second person: “Yes, Mary does do video. I tried video. Do you do video?”
Third person: “No, I don’t do video, either.”
Ok, now replace video with email or phone calls or meetings. It sounds pretty silly, doesn’t it? Especially since videos are so easy and quick to make. And we know videos build the know, like, trust factor with our potential customers and clients.
“As new, novel, or uncomfortable as your first 10 webcam or smartphone videos may feel, you’re getting ahead of the curve. If you’re in a competitive environment, you’re building trust, accelerating sales, and improving [the client] experience...this is all part of the personal video opportunity.”
Where do you weigh in on video? If you need help, Rehumanize Your Business would be the tool to add to your business bookshelf. You can get your copy here.