How To Create Engaging Video Content
Engaging video content isn’t just cat videos. Businesses are increasingly using videos to boost their presence and attract clients. For professionals looking to boost their workplace brand and thought leadership, speaking on video is what can set you apart. In fact, companies tend to promote those who can communicate well and do so on video. There’s no better place to start honing those skills than now! This is what will set you apart from everyone else.
It is important to not only have the right tools for video, but also know what you need in order to engage authentically with your audience.
Our CEO and Founder, Jessica Chen, recently hosted a special LinkedIn Soulcast Media | LIVE event where she interviewed Corporate Trainer and Senior Contributor at Forbes, Dana Brownlee.
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1. Where To Start
There are several forms of video, the most important thing to consider is what is your goal for the video content?
When trying to figure out what your goal is, consider the following questions:
- Who is your audience? Is your audience a group of your peers within your industry? Is your audience made up of executives? Or is your audience made up primarily of those in a junior position? Think about who it is and who you are targeting. That’s who you’re making the video for.
- What will you be talking about? What is your message about? Make sure you have a clear direction for your video prior to shooting.
- How will you be presenting your content? Will you be on screen doing a Livestream? Or will you be posting an edited video? Giving yourself ample time to prepare is key.
Remember, you want your video to have value. Once you’ve determined the goal for your video, you can then decide how you will create it.
You’ll want to prioritize your message over the production of your video. Your message should be your priority. Fancy production should only be considered once you have done a number of video content.
2. Confidence On Camera
During the Soulcast Media | LIVE a question from the audience came in about how to start with confidence. Both Dana and Jessica agreed that the first thing to do is simply start. You can always edit. You can always do a retake. The most important thing is starting.
A few ways to boost your confidence as you create engaging video content:
- Topic – Confidence will come when you pick a topic that you feel really strongly about. Lean into that topic. Be generous with your knowledge.
- Relaxed – One trick that Jessica mentioned is pretending you are simply telling your mom what happened that day as you’re conveying your message. It makes your delivery a lot less robotic and more natural.
- Start Small – Instead of jumping straight into live streaming where you aren’t able to edit and can’t go back and redo something, try doing a recording you can control. What this means is, record yourself with your webcam or phone. Edit it. Then practice doing it again. The more you practice the less nervous you will be, and soon, being in front of the camera will come naturally to you.
- Perfection Not Required – Oftentimes people feel like they need to have fancy filters, or really professional intros and outros. But the truth is, most people feel engaged when they are watching someone who is authentic. If your authentic self is more casual, all of those fancy filters will turn off your audience.
💡We recommend the e-course “Being Confident On Camera” to help you boost your confidence on camera.
During the Soulcast Media | LIVE, Dana pointed out that people want to see real conversations. So, if during your video the dog is barking or your child walks into the video – it’s okay! Lean into that authenticity when it presents itself.
Authenticity does not mean lack of preparation
You don’t have to be the most polished or professional, but you do need to prepare and take what you are saying seriously. Casual conversations are great and people do gravitate towards them. However, your video needs to serve a purpose. Otherwise, why would people keep showing up to watch?
3. Engaging Content
Now that you’ve committed to creating engaging video content, you will want to focus on your content and the way you present it.
Jessica and Dana had a few tips to help you navigate speaking on video:
- Bring the energy – It’s important for you to be excited about your topic! If you are monotone or robotic, your audience won’t feel connected and most likely won’t engage with you.
- Be Authentic, Not Salesy – One of the biggest things Jessica and Dana pointed out was that your videos must be authentic and never salesy. Does this mean you can never talk about what you do or your products? Of course not. But if the goal of every video is to get someone to buy something, you are missing the mark. Be authentic.
- Be consistent – It’s important that you are able to be consistent in your videos. This means not overcommitting to putting too much pressure on yourself. Commit to something you can maintain over time. You will also want to be consistent with your image and branding.
- Keep it simple – If you are new to video consider making shorter videos. Don’t overcomplicate it.
Being able to communicate your message in an impactful way is so important for video. In our e-course, The Art Of Communication, you will learn how to clearly deliver your message in an engaging way.
4. Elevating Your Video
During the Soulcast Media | LIVE, a question from the audience was asked about what both Jessica and Dana use to create and edit their videos.
Jessica pointed out that she often just uses her ring light and it immediately elevates her video.
It is important that people can see you clearly when you are speaking to them on video.
A laptop riser is an easy way to elevate your video. In fact, the right camera angle can elevate your executive presence. We even have an entire post outlining the perfect camera setup for your next video.
Making sure your audience can hear you is very important – we’ve all been in video conferences where we couldn’t hear the person speaking. Investing in a microphone is one way to elevate your video.
If you plan to edit your video, there are several tools you may want to consider.
Phone or Computer presets – Yes, you can edit a polished video using the presets that come standard with your phone or computer. As Jessica pointed out it is easier to edit via your computer rather than your phone – especially if your video is longer in format.
Editing software – Sometimes your video may require editing software. A few different software platforms that Jessica and Dana have used are Movavi, Final Cut Pro, and Filmmaker Pro.
In our #1 LinkedIn Learning e-course, Executive Presence on Video Calls, you will get expert tips on wardrobe, background, camera angle, and more so that you shine on your next video!
Remember, you don’t have to be a feature filmmaker or director to create engaging video content. Think about what you can do and also consider outsourcing when necessary.
Remember, the key is to make sure your video is clear, concise, and value-driven. If your videos are all comprised of these assets, your audience will happily engage with you and hear your message the way you intended!
If you would like to see the full LIVE version of Jessica and Dana’s conversation, check out Jessica’s Youtube Channel.
Do you want to learn how to write a powerful elevator pitch? Join our private communications group where you can work with our Soulcast Media team on your communications every month!
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