Does your video content material captivate and interact your social media viewers? Is it entertaining, academic, and igniting dialog?

With 84% of customers saying they’ve bought a product after watching a video, video content material advertising is now not a possibly, however a must have for your online business.

However I get that creating video content material isn’t at all times straightforward. From ideation to the instruments you utilize, realizing the place to get began can depart you feeling caught.

That’s why I’m sharing my video advertising course of on this episode of the Model Authority Podcast. In a number of brief steps, you’ll create high-value advertising movies so as to add to your social media technique.

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Highlights From Episode 29

  STEP 1: Video Content material Brainstorm

Earlier than you fireplace up your digicam and start creating movies, it’s essential work by way of subjects. What is going to you speak about, what drawback will you give attention to in every video, and what’s the answer you’ll share?

You additionally have to get crystal on who you might be, what little slice of genius you carry to the world, and the way that solves your clients largest issues.

The questions I’ve designed under will do precisely that. They’ll make it easier to to determine:

  1. Your particular experience
  2. Your key differentiators
  3. Your distinctive resolution

When you reply these eight questions, I’ll present you the way to take each and switch it into fast and simple branded video.

BONUS 1: Every video performs two roles:

  1. Helps you get discovered by search engines like google based mostly on particular key phrases and phrases
  2. Solutions essentially the most ceaselessly requested questions that your good buyer is typing in search, asking on social or requesting from Siri

BONUS 2: As you’re working by way of all of those questions, your solutions gained’t simply present up in your movies, but in addition in your About web page, social media bios, and firm advertising collateral.

  1. What qualifies you as an skilled in your trade?

If I requested you what you’ve achieved inside your online business, would you instantly rattle off a bunch of awards?

Whereas awards are terrific credibility (and ego) boosters, they don’t present sufficient context as a standalone.

A greater strategy is to share your background, abilities, and experience in brief, bite-sized tales.

It will make it easier to to:

  1. Craft a story round your model
  2. Give your viewers the data and inspiration they should self choose into your services or products

In different phrases, make your viewers the hero of the story… not you. GoPro is a good instance of that in motion. The viewers is entrance and heart.

  2. What do you do higher than anybody else?

When somebody works with you, what are they getting in return? What’s it that makes them select you over the competitors?

Sit down and write the highest 3 phrases that describe your abilities, expertise, and experience. Right here’s a fast record of strengths to provide you an thought of the place to start:

  • Actively collaborates
  • Complicated drawback solver
  • Deep enterprise information used for aggressive benefit
  • Glorious customer support
  • Enthusiastically tackles challenges
  • Extremely optimistic
  • Chief in product innovation
  • Revenue, income, and metric targeted
  • Robust firm tradition
  • Super work ethic

In the event you’re struggling to give you one thing by yourself, get suggestions out of your clients, household, and shut associates.

You may as well use the SWOT technique to interrupt down strengths as each an organization, workforce, and private model.

Supply: Snowbird Creatives

  3. What proof do you’ve got that you simply’re higher than the competitors?

As people, all of us join on completely different ranges. An individual who’s standard and grounded will need to study your college historical past, the place you graduated from, the awards you’ve gained, and certifications earned.

A extra emotionally linked individual will need to study these issues however as a narrative like I discussed above. You’ll share these particulars however in a means that connects them on a deeper, extra intimate degree.

Take Peg Fitzpatrick‘s “About,” and see how nicely she’s woven collectively a mixture of private particulars and enterprise accolades. This speaks to each the traditional and emotional persona, exhibiting empathy and establishing credibility.

Keep in mind, an incredible story is one which earns the eye of your viewers, pulls them in, and encourages them to study extra.

The higher you possibly can communicate their language, the extra apt they’re to pay attention, interact, and reply.

  4. What wants are you satisfying to your clients?

To grasp the emotional triggers of your viewers, you solely have to look to previous habits and a common psychological reality.

In Maslow’s “Hierarchy of Wants,” there are 3 fundamental emotional triggers that drive shopper shopping for habits:

  1. Security
  2. Safety
  3. Sense of Belonging

Supply: MBird

To enchantment to those fundamental wants, check out your product and the expertise you’ve created round it.

What wants are you satisfying to your clients and what are you offering them with?

  5. What are the three largest issues you remedy to your clients?

Now that you simply’ve decided the wants of your viewers, it’s time to get particular in regards to the issues you remedy.

Return to the aggressive analysis you carried out. As you look to the conversations, content material, and feedback, what are these individuals particularly asking for?

For instance, as a Realtor working with {couples} aged 35 – 55, you’d need to pay particular consideration to their stage of life, present dwelling scenario, and life-style.

You’ll tie that to the they’re dealing with. Corresponding to, the 35 yr olds are simply beginning a household. They’re seeking to buy their first dwelling collectively and want one thing bigger than what they’re presently in.

In essence, their battle is coping with an area too small and one which doesn’t permit them to attain their goals of increasing their household.

You see, when you get inside the top of your viewer, it’s a lot simpler to obviously determine the answer.

  6. How did you develop into recognized or influential in your trade?

That is the place you share your story. How did you begin your organization? How did you get to the place you might be?

  7. How have you ever helped individuals already?

Right here, it’s essential give examples of what you’ve already completed to your clients. You’ll be able to share testimonials or case research that showcase the way you had been in a position to assist individuals remedy their issues.

  STEP 2: Create Your Video Content material Subjects

Now that you simply’ve answered these 7 questions, it’s time to flesh out your subjects. 🎉

Right here’s how that is going to work. You’ll create 7 movies utilizing your solutions from above.

And guess what? Every a type of movies is one thing you should use in a wide range of methods, not simply on social media.

Able to dive into these subjects? I’ve outlined the way you’ll map your solutions to your first 7 subjects.

Every video has a title that instantly pertains to the questions you’ve already answered so it’s straightforward peasy.

Video 1:

Subject: Learn how to Discover the Greatest Professional (Your Business).

For instance, Learn how to Discover the Greatest Fb Advertisements Professional. You’ll be able to even add a bit extra to that, one thing like (and keep away from getting scammed!).

You’re doing two issues right here, answering considered one of your potential clients largest questions and instantly establishing credibility by sharing the highest methods you possibly can determine who the true specialists are.

Video 2:

Subject: 3 Important Expertise Any (Your Job/Specialty) Should Have

For instance, 3 Important Expertise Any Enterprise Coach Should Have. Similar factor as above, answering a FAQ and establishing you because the go-to skilled.

Video 3:

Subject: Easy Methods to Know If (Your Job/Specialty) Is Credible and TrustWorthy

Use your story right here and supply 2-3 of your credibility elements.

Specific what your viewers must be in search of when hiring, shopping for from or connecting with knowledgeable in your trade.

That is your time to shine!

Video 4:

Subject: That is the Largest Profit to (working with/hiring) the Proper (Your Job/Specialty)

In the event you’re a Health Teacher, your subject is perhaps, “That is the Largest Profit to Working With the Proper Private Coach.”

Work to dispel myths, name out bogus claims, deal with self-limiting beliefs that maintain your potential buyer again, and categorical why it will assist them:

  • Transfer sooner
  • Obtain larger outcomes
  • Be higher
  • Study extra
  • Set up correct habits
Video 5:

Subject: Why Now could be a Nice Time to (Do/Get) XYZ

If we keep on with the instance of a Realtor serving to a 35 yr outdated couple purchase their first dwelling, your subject would possibly appear to be this:

“Why Shopping for a House Now could be Nice for Your Increasing Household.”

The purpose right here is to talk to their precise ache level, explaining how straightforward it may be achieved once they work with you.

Video 6

Subject: 3 Ridiculously Easy Steps To Be A Profitable (Your Job/Specialty)

Now you’re going to personal your abilities and experience. Share the way you turned an authority, what steps it took, and the way that may profit them.

This isn’t a time to be boastful or braggy, however trustworthy, humble, and informative.

Video 7

Subject: Why Your (Goal Market) Wants a (Your Job/Specialty)

Let’s say you’re a social media supervisor that makes a speciality of serving to dental practices acquire publicity. Your subject can be, “Why Your Dental Observe Wants a Social Media Supervisor.”

In the event you’re a neighborhood enterprise, you’ll need to add these specifics as nicely. Be sure to’re talking as clearly to that viewers of 1 as potential.

Unsure what I imply by that? I wrote about it right here.

  3. Create Your Movies

After getting your video subjects nailed down, it’s time to create them!

You have got a number of choices as you create these movies:

Speaking Head

That is your conventional, one-on-one video with you standing or sitting and staring into the digicam. Whereas this may be uncomfortable for some (okay…most!), there are methods to get extra snug on digicam.

Justin Brown of Primal Video recommends that you simply:

  1. Observe and watch your video to positively critique
  2. Put together to be assured in the way you current your subject
  3. Get used to the sound of your individual voice
  4. Faux that somebody is sitting behind the digicam and asking you questions
  5. Get suggestions in your movies from individuals you belief


Interview movies are a pleasant method to embrace somebody out of your workforce and use your subjects above to create a dialog.

Chase from Zacuto shares inventive methods to make your interviews as participating {and professional} as potential:

  1. Select an area that has environment that helps inform the story
  2. Ensure that there’s enough house for you, the interviewer, digicam, and lights
  3. Be ready by composing your shot prematurely
  4. Use the 3-point lighting strategy
  5. Decide your audio supply and break up your channels
  6. Do a sound and audio check earlier than you begin capturing


That is the right sort of video to show viewers into loyal followers. Use them to share your course of, the instruments you utilize, a step-by-step, how-to or simply give a glimpse into your day.

The sky is the restrict!

Take a cue from Caitlin Shoemaker that took her viewers alongside from starting to finish of filming a recipe video.

Stay Streaming

Whether or not you’re utilizing Fb, YouTube, Instagram, Periscope or some other dwell streaming platform, that is the kind of video that you should use on daily basis and in each means.

And as Joel Comm shares, you possibly can combine instruments to develop your choices even additional.


One of these video is strictly what it feels like. You are taking your subject, break it down into a number of slides, after which add your voiceover.

The sweetness in the sort of video is how straightforward they’re to make.

You don’t have to take greater than half-hour to drop the whole lot into 5-10 slides, put together your fast script, and hit report!

In the event you’re utilizing PowerPoint, right here’s the fast method to report your slides.

  4. Share Your Movies to Social Media

BOOM! Look how far you’ve come. Let’s recap:

  1. You’ve answered some powerful questions on you, your online business, and your model
  2. You’ve give you video content material subjects
  3. You’ve decided which kinds of video you’ll create

Now it’s time to get these movies out into the world!

I’m not going to interrupt down a complete social media technique as a result of I’ve written about {that a} dozen occasions. I additionally broke it down right into a day by day social media guidelines.

Right here’s your fast video launch guidelines to get your movies on social media:

  1. Optimize your title and save the video based mostly on key phrases to your specific subject. This is rather like a weblog put up title. Make it compelling, intriguing, and written together with your viewers in thoughts.
  2. If you add, use a keyword-optimized description. That is much like a meta description you utilize in your weblog. Brief, to the purpose, and optimized for search.
  3. Add and share to social media manually or add the video to a software like Agorapulse the place you possibly can queue or schedule a number of occasions. I exploit this to schedule and check a wide range of occasions and throughout a number of channels.

Closing Ideas

Among the finest issues about creating video for social is that there are such a lot of platforms to share it on and methods to repurpose.

You’ll be able to write a weblog put up and embed the video, after which share it on Fb.

You’ll be able to create a snippet of the video and apply it to Instagram. Nevertheless you select to disseminate that content material and leverage social media is as much as you!

And hopefully now you can see that developing with video subjects after which capturing these movies doesn’t should be exhausting.

Crucial tip right here is to get out and do it. Resolve in your first one and make it occur.

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Individuals, Manufacturers and Assets Talked about:

  1. Episode 24: Learn how to Simply Develop Your Content material Advertising and marketing Technique
  2. Clickfunnels
  3. Buzzsumo

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Full disclosure: Hyperlinks on this web page could also be affiliate hyperlinks which signifies that in the event you determine to purchase, I’ll earn a fee. 3 issues it’s essential know: I solely advocate merchandise I exploit inside my very own enterprise, am extraordinarily proud of, and may confidently promote.

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