Putting yourself out there on video can be intimidating, but it can also put your business on the next level.
By Jennifer Paulson
Look at any social media tutorial, and you’re likely to see that video is everything. From TikTok to Instagram Reels to Facebook Live, video can play a major role in elevating your marketing game. But just as often as you see the need to jump on the video band wagon, you also hear about people being unsure of putting themselves out there for the world to see…and judge.
While it might make you uncomfortable at first, it gets easier. Taking the first step puts you on the path to video success. Here are four tips to kick-start your video marketing efforts.
Conquer Your Fears
The first step to overcoming your fear of being on camera is to identify it.
Are you apprehensive about the technology and equipment involved? That’s pretty easy to solve. As a small business, simple is perfectly acceptable! If you were a multi-million-dollar brand, your bar would be set higher. But for your needs, your iPhone on a tripod (or even with someone else holding it) can be just fine. Put in the effort to find some good lighting (early morning and evening natural light are golden!). Do a few practice rounds to get familiar with how close to zoom or how far away to stand from the camera and check that your audio works. But keep it simple.
Does public speaking make your nervous? You’re not alone! If you make time to gather your thoughts rather than winging it, you’ll have more success. But also know your audience appreciates authenticity—the real you! Too much rehearsal can make you seem stiff and less approachable, which works against your goals.
Are you nervous people won’t care about what you have to say? Don’t be. Horse people always want to hear about horses!
Choose Your Length
The “right” length of video depends on where you’ll post the video. Here are some best practices, offered by the experts at SocialMediaExaminer.com.
- LinkedIn: 1 to 2 minutes
- Instagram: 3 seconds to 10 minutes
- TikTok: 21 to 34 seconds
- Facebook: 2 to 5 minutes
- YouTube: 7 to 15 minutes
Keep in mind that length doesn’t matter if the content isn’t relevant and authentic, and don’t draw things out to make them reach the maximum recommended length. Make the video as long as it needs to be to efficiently express your message.
Strike a Pose & Take a Breath
Getting yourself hyped to hit the record button can make all the difference in your video. First, find a position to stand or sit—even horseback—where you feel most comfortable and confident. Then, take a few deep breaths to steady your nerves. Envision yourself successfully recording your thoughts and your audience taking in your insights, advice, or ideas. And remember it’s OK to tell your audience that you’re nervous or anxious!
Improve Every Time
When you finish your video, it might be very easy to criticize every second of the recording. It’s not uncommon for speakers to dislike their voice or their on-camera pose, to parse every word, and to be critical of every word. But that’s not productive! Instead, focus on one thing you want to work on, and find three things (at least!) that you’re OK with—even pleased with! Positive self-talk is important when building your confidence in a new skill. Too much negativity only brings you down and makes you less apt to try again.
