Overcoming Video Marketing Fears
OPINION: I’ll say it bluntly. I completely sympathize with all of the small business owners these days who don’t like being in the limelight, being in front of the camera, and showing your face on social media. You just have to own, operate and grow a small business without having to be, as one customer recently described in “My Product’s Show Pony”
While I spend a lot of time finding cool ways to use video for small businesses whose owners are camera-shy, the truth is when your face is associated with your brand and your story makes part of the fabric of your business, the easier it is for people to bond with your business, connect with you, and retain you.
There is something about the video that can make confident presenters, salespeople, and passionate business owners tremble and turn green. They can all communicate. Unless it’s by video.
Overcoming your fear of being filmed is an important first step in making yourself more comfortable using it to market your business. It is a given. It’s just how to do that that’s the problem.
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I’m one of those weird people who almost enjoys the camera more than talking directly to people. I don’t care how plump I am, how old or how messy my hair is – as soon as the camera is on me it’s like a switch. I have the impression that he is a friend with whom I am going to chat. (and I often do!). While I sometimes think “well, that was unflattering!” When I look at myself again, if I’ve been relaxed, real and saying what I mean, I’m glad other people see it.
Obviously, I’m not of any help to people who have huge blockages. So I knew I was going to need some help giving you some advice on how to overcome the fears so many people have about the video.
Several months ago I ran into Harrison, a UK video coach on Instagram. While many video coaches often have that crazy little glow of, “For the first session today, we’re going to do a forty-five minute presentation with three cameras on you,” Harrison is very sweet. I immediately liked the kind and careful way he had in his own videos and knew he would be able to make suggestions that I couldn’t.
I interviewed Harrison for my marketing podcast this week. He explained that he got into video coaching because “I am a person who has recovered his shyness in front of the camera. Now that I’m on the other side, I’ve made it my life goal to help as many people as possible overcome camera shyness. ”
Harrison says the need to add video marketing to our plans has been accelerated by the deadlocks. “During the lockdown, we were all looking for human interaction and a pick-me-up, and that created a shift to video that’s going to stay” with us. Now still locked out, it’s true that video helps us feel more connected to people we can’t physically meet, and while Zoom can help us connect with people one by one, or in small increments. groups, the recorded video allows us to reach a much larger audience. I know that without the power of social media and video, I would never have been in touch with this 27 year old English dude who shares the same values around people, business and helping people become more confident .
Harrsion explains that video content is one of the most effective methods businesses can use to sell products or services. “You wouldn’t believe that the amount of video influencing buying decisions like this is something you know as soon as you get it, as soon as you hear from someone that a product has worked for them or that services work for them. The first thing you do is google or youtube how it works. I see an ad for something that I know I need in my life, and it tells me how to use it, and it’s super easy. I buy it that easy.
So how did Harrison manage to overcome the blockage in the use of video? He recommends a practice he has personally used, video logging, creating videos that are stored only on your phone. You agree to record yourself speaking daily for one month. You’ve just configured the camera, clicked record, and spoken. As soon as you feel uncomfortable or start to get stressed, you stop. The next day, you just aim to record a little longer. I have shared this technique with several clients who have also found it useful. I like it because it helps us learn that the camera isn’t there to get us, or as Harrison says “The camera doesn’t judge”
From there, you can move on to trying out Daily Stories on Instagram, Facebook, or anywhere the videos go missing after 24 hours (this is called ephemeral content). These stories are a good way to get into the video, because no matter how good or bad you think you are, they just fade away, leaving no lasting evidence of existence.
If the thought of doing this gives you a cold sweat, Harrison says part of the problem is our idea that some people are born confident, and others are not. “I don’t think you were born confident.” Often times, business owners suffer from impostor syndrome and worry that no one wants to hear what we have to say. “I was a huge, massive victim of impostor syndrome because I’m self-taught, and it’s hard to call yourself an expert or think you know enough to help people. But I’m telling you now, let your guard down because you’re an expert, and you’ll know more than most people. Harrison suggests starting with what you know best and sharing from there. You will quickly find people who resonate with this content.
Once you get used to seeing yourself in front of the camera, you might be tempted to fork out some cash for a proper setup. Harrison and I both use our phone cameras for almost all of our shoots and set them up on tripods. We both also use an app called Inshot to edit our videos. As a non-technical person, I like how easy my phone is to use. Harrison uses the free version, and I use the paid version. There is no reason to start with a big shopping spree, even if you love gadgets!
Now I use video a lot more, I also use some online tools and some paid features like a closed caption program. However, overloading yourself with a whole lot of technical learning isn’t the most important first step.
What can make our break a good video is the lighting and the sound. Standing with your body facing the window, you will get natural, clear lighting. It can also help with the sound quality. Once you’ve got a few videos under your belt, you can fork out for a ring light. It helps light up your face and, as some of my clients find, makes you look better on camera!
Before you turn on the camera, think about what you’re going to say. Reading a script can prevent you from interacting naturally. It’s best to have a clear idea of what you’re going to say and write notes that you can hang right behind the camera if needed.
If you’re using an editing app, you can record your thoughts in shorter snippets, then tie them together to create a story. It’s simple to do in the Inshot app or any editing app of your choice.
Like any new skill, it doesn’t seem straightforward or easy. The more you try it, the more confident you become with it. I think back to some of the videos I made a year ago and can see how much I’ve grown as a video communicator. Go back two or three years, and they really are terrible! I’m sure I will feel that in 2025 about the videos I created this week.
If I could add to Harrison’s wisdom, it would be this: When we think of learning as a game, it’s easier. So set aside some time, set up a camera, and play. You don’t have to let anyone else see what you’re offering, but the sooner you and the camera make peace with each other, the easier the video marketing will be and the more powerful the impact will be on your business. .
Rachel Klaver is a marketing strategist specializing in lead generation and content marketing. She owns Identify Marketing, which works with businesses to create the strategy they need to better tell their story to the right people.