There’s a misconception that creating video content is only attainable for a specific type of person. That they must have news anchor or public speaking experience, expensive equipment and sophisticated scripts. This is simply not true. Here’s how you can start right now:
1. Post imperfect content.
I have a secret for you: your first video won’t be perfect. It might not even be good. And that’s okay! The best videos aren’t perfect. Give yourself permission to learn on the job and grow in front of people. It takes vulnerability and can be really scary, but the reward is so often worth it.
2. Invest in the equipment basics.
If you’re going to create video on a consistent basis, it’ll make your life easier (and content higher quality) to invest in some basic, quality equipment. A small ring light and phone stand is a great start. (PS – speaking of lighting, remember to never record with your back to a window.)
3. Adjust your recording settings.
Did you know you can adjust your video quality on your phone? I just learned a few months ago and my mind was blown! If you have an iPhone, go to Settings > Camera > Record Video. It’s likely defaulted at a lower recording speed – bump it up to 4K for super high-quality videos (note: it will create larger video files, taking up more storage).
4. Make it immediately about the viewer.
Try to say “you” or “your” in the first few seconds or include it in the description. This is especially important for broad audiences. Viewers are more engaged if they immediately understand how the information will impact them. Instead of saying “I’m going to talk about 3 promotional products today”, try saying “Here are 3 products to boost your brand recognition”.
5. Get to the point.
It might feel weird to just jump in, but viewers will not sit though rambling – they’ll keep scrolling. Avoid writing a script and opt for bullet points instead. It also helps to communicate information in two parts: the facts/features and why that matters to the viewer.
6. Smile and be expressive.
It’s easy to stiffen up in front of the camera – relax and be yourself. How would you present in person? It’s likely you’d use voice inflection, smile when appropriate and pause for effect. Viewers want to see your personality!
7. Apply simple editing.
At the very least, trim up the beginning and end of your video (to remove the clip of you starting and ending the recording). You can edit directly in your camera roll, iMovie app or any other simple editing tool. If you’re using Instagram or TikTok, you can edit within those apps.
8. Find the right platform(s).
Where is your audience? Start there…but explore others too.
- Facebook has great engagement – especially if you create a call to action with a giveaway or question.
- LinkedIn has reach potential beyond your primary connections, making it optimal for lead generation and building trust.
- Instagram has many sharing options like stories, IGTV and now reels – based on the length of video, you can pick one or more.
- TikTok is growing like crazy right now. With so many ways to get creative through sounds/music, filters, effects and trends, there’s a lot of potential. Plus, their algorithm allows the ability to go viral overnight.
9. Watch other creators
Get inspired by what’s out there and stay in tune with what’s trending. But also, remember that everyone is creating at a different level, so don’t let that discourage you either. Some Instagram and TikTok accounts have teams of professionals behind them. Try to pick up tips along the way and be mindful of how you can apply it to your next video.
10. Be patient.
I’m sorry to break it to you, but your chance of becoming a virtual star after just a few videos (or even a hundred videos) is unlikely. The important thing to ask yourself is if your content is impacting the people who matter: your customers, prospects and industry.
It’s undeniable that video is a powerful part of our future in the print and promotional product industry. The pandemic expedited many changes – the importance of video content on social media is certainly one of them. Recording content takes courage, vulnerability and practice. You can do this!
Taylor Borst is Sr. Director of Marketing & Vendor Relations for American Solutions for Business. Joining the print and promo industry in 2015, she specializes in social media, promotional products, and supplier relations. Taylor is currently a Sous Chef with PromoKitchen, board member for UMAPP, on the PSDA Emerging Leaders Committee and is an advocate for education and youth involvement in the industry. Connect with her on Instagram,
TikTok and LinkedIn.