The Video Marketing Blog

Whatever Happened to Video Blogging?

Video blogging can be a good tool. It can also be a waste of your time. If you’re thinking about video blogging, it’s a good idea to start by understanding why most bloggers don’t video blog BEFORE you turn on your camera and start recording.

Some history. Until about a year ago, business video blogging was a very hot topic. Bloggers were excited about what video blogging could do for their blogs. Business owners were looking at it as a way to grow their businesses. People attended presentations and read blog posts about it, and dreamed about using a video blog to reach out and make a connection the way they couldn’t with text alone. It seemed that video blogging was poised to become as big as text blogging. All you needed was a webcam and something to talk about.  

And then… video blogging went nowhere. Yes, a few people found success. Yes, some people continue to do it. And yes, there are very good applications for it (more on that later). But for the most part, video blogging just never took.

What happened? One reason is that it’s really hard for most people to turn on that webcam and not be nervous. Through the experiences of making video blogs and watching video blogs, people learned:  

• A video camera is VERY good at communicating nervousness
• And shyness
• And discomfort with public speaking
• It causes much less anxiety to type a blog post than to make a video blog entry

Another reason is that it's not easy to make a good video blog. It takes time to organize your presentation, and then it takes more time to shoot it and upload it. You can write a text blog anywhere, but you need a quiet place to shoot a video. It’s just easier for most people to write a blog than shoot a video.

When does video blogging work?

• It works if you break away from showing a person talking to the camera, and show us something we want to see. Video blogging is very successful if it does something text can’t, like demonstrating something your viewers want to understand. Like showing us how something works, or how to do something.(Here’s our video blog on why you need a microphone for your video blog.)
• It works if you’re enough of a presence in your community or company so people will watch your video just to see you. They don’t care about your presentation skills, or about whether you’re nervous. They just want to watch you.
• It works if you find a way to connect on a level that’s deeper than the content you’re providing. You can be entertaining, or sweet, or inspirational, or motivational. If you have a personality that connects with people AND that personality comes through on video, then a video blog works. (Below are some examples of video blogs from people who are able to make that connection.) 

So – should you video blog? If your business has something to show and demonstrate, go for it. Your video blog entries will be very successful.

If, on the other hand, you're not a celebrity, and you don’t have great video presentation skills OR the time to develop them, then you might want to re-think the time investment a video blog requires. 

 

Here are two examples of video blogs that work. First - Frank Damelio, founder of TargetIntellect. Second, the famous Gary Vaynerchuk

 

Blogs and video blogs: great advice from Ira Glass

Here's a video from Ira Glass (creator of NPR's addictively interesting 'This American Life') about the basics of storytelling for TV and radio. It's also very applicable to blogging, podcasting and video blogging. The video a bit long, but stick with it - it's got great info.

If you blog, or create video blogs or podcasts, you know that all entries need a structure. One sure-fire structure is the anecdote - a brief story of something that happened, followed by the moment of reflection. (For example, I had a phone conversation with a nonprofit that led to this blog entry, which generated some interesting traffic...)

Glass maintains that 'one huge problem' with using this structure happens when you have a great story but it means nothing. The companion problem, he says, is when you have great meaning but a boring anecdote.

While this may be true for radio & TV, I'd argue that it's slightly different for blogs, vlogs & podcasts. Yes, if you have a great story but no meaning, you're in serious trouble. But I don't think the reverse is true. If you have a boring anecdote but great meaning, summarize the story and get to the meaning quickly, and it can work.

What about you? Do you have any examples of a thin anecdote that led to a great blog entry?

Business Video Blog: You Need a Microphone

A video blog is great for promoting your business and establishing you as a thought leader. But before you dive in and buy your video camera, make sure it has the capability to accept an external microphone.  

Higher-end cameras will accept a microphone through an xlr connection. Consumer cameras will acccept a microphone through a mini-jack (pictures of each connector are in the video.) You can even buy adapters, so you can use a mic with an xlr connector if your camera has a mini-jack input.

A microphone is so important because it will give you great-sounding audio. If you only use the camera's on-board mic, your audio is going to sound hollow and tinny and low-end. If your video blog's purpose is to promote your business, you definitely want your video to announce your quality and professionalism. The eye is more forgiving than the ear - mediocre-looking video is something we'll forgive if the sound is good. But great-looking video with low-end sound will be perceived as amateurish, and will distract from your content.

There are cases where using the on-board mic is perfectly appropriate. One example is when you attend a trade show or a seminar, and want to tape someone for your blog. A quick interview shot between presentations, a question asked in a trade show booth - we see the background and understand that you're 'in the field' and we forgive less than stellar audio. But if you're in your office or conference room, looking at the camera and speaking, or if you're using your camera to interview a customer or an expert in your field, lousy audio just says low end.

So before you buy your camera, take the time to check the specs (they're all available online) and make sure you can use an external microphone. It'll make a big difference in the video you create to promote your business.

Business Video Blogs 101: Why Shooting with a Smile is Critical

You're getting ready to make your video blog entry. You've checked your camera and have your finger on the remote's record button. You've checked the framing to make sure you're properly centered in the frame. You're breathing deeply so you don't sound rushed. You've got your bullet points taped right next to the camera. You've rehearsed. You're ready. Right? 

Wrong. If you're the person described above, you will start your vlog looking serious. You may even have a little forehead crinkle going on as you concentrate on making this an excellent vlog - information-packed, relevant and interesting. Well, you say, of course you want to look serious. This is a business vlog and it's serious stuff.

But your viewers are not going to see serious. What they're going to see is ... unfriendly. Because you're not smiling.

Video is a social medium because, before anything else happens (like the transfer of information), a social relationship is created, instantaneously, as soon as the person in the video makes virtual eye contact with you. It's a virtual relationship, yes, but it's still a relationship.

In the real world, when you meet potential clients, the very first thing you do is smile. As soon as you make eye contact, before you even extend your hand for a handshake, you smile, to let them know you're glad to meet them, you're friendly and approachable, and you look forward to a relationship with them.

It's no different in the virtual world. Start all your vlogs with a sincere smile, because you want to have a relationship with your viewers. And make sure you end the same way - with a sincere smile to thank people for watching and to remind them that you're friendly and approachable, and that they want to have a relationship with you.

That, after all, is why you're making your vlog.

 

Business Video Blogging at the Inbound Marketing Workshop

Yesterday I had the privilege of giving a presentation at the Inbound Marketing Workshop that was presented by Hubspot (and sponsored by the Worcester Chamber of Commerce) at the Beechwood Hotel in Worcester. This was a terrific, intense, productive workshop for about 75 people (mostly small business owners), and we learned a boatload about internet marketing.

My presentation was called "Kick-Ass Business Video Blogs: How to Create a High-Performance Video Blog that will Build Your Business." As part of the presentation, I asked Matt Webster, the Supreme Chancellor of Beer and president of Drink a Better Brew, to stand up in front of everyone, face the camera and create a business video blog (bvb) entry. Matt delivered “Beer 101,” a three-minute primer on how beer is brewed. Matt deserves kudos, not only for doing a great job with his bvb, but for doing it in front of 75 strangers IN ONE TAKE.

Keep your eye on Matt, because he’s going places. And he’s doing it the right way – which you already know if you read his blog (his latest entry is called “Get Out of Your Comfort Zone!”).

Here's some of what I talked about: a good bvb does three things - establishes a visual impression of professionalism; delivers good, useful information; and creates a direct, personal relationship with viewers. There are many techniques you can use to achieve all three, and these techniques are not hard. Examples: do look straight at the camera lens, do throw a little extra light on your face, don’t stand directly in front of a window, and don’t EVER talk about your products or services, or set out to make a commercial about your company. For more tips you can download my business video blogging slides. And I’d love it if you’d comment on Matt’s bvb!