How to play a starring role in online video

The frenzy of online video production is a modern phenomenon.

If you’re business isn’t playing a starring role on this new motion picture landscape, I’m 90 percent sure I know why: You don’t know how to get started. It all seems so complicated, and so beyond your expertise.

Just remember that anything’s popularity is inversely proportional to its simplicity. The reason millions the world over are shooting, editing and posting online video isn’t because they’re incredibly smart or naturally adept. It’s because video tools and services have become that simple.

Most any cell phone will shoot video, which tells you just how ubiquitous video technology has become. For business purposes you’ll want something more polished and easy to use. Buy a Flip (or one of its competitors) for about $140. Then spend a little time on YouTube and you’re ready.

The hard part is figuring ways to use video to promote your business. Even that’s made simple with a few ideas. Consider using video to:

Demonstrate. Ever wonder why people looking to raise money for starving children run commercials with images of malnourished kids? Or why automakers trying to sell the safety features of their cars show footage of unscathed people walking away from high-impact crashes? Show people your product or service, and do it in a way that demonstrates its importance or value. Think about how many millions of iPhones and iPads have been sold by commercials featuring rapid-fire demonstrations of all the cool and utilitarian things these devices can do.

Educate. What must people know to predispose them to support your campaign or buy your products and services? Example: If you learned right now that research has proven videos are 50 times more likely to receive a first-page ranking on search engines than traditional text pages, you’re more likely to see the value of video and to start using it. (What I just told you is true, by the way, and the source is Forrester Research.)

Produce case studies. When people see real-life examples of how you have solved clients’ problems and contributed to their success, they will be more inclined to work with you.

Provide testimonials. It’s tremendously powerful when your clients are willing to get in front of a video recorder and provide endorsements of your professionalism and ability to deliver an effective product or service.

Tell a story. Stories are how we make sense of the world. Storytelling is the most powerful force in marketing because it gives companies the tool they need to make sense of what they do and build connections between themselves and their customers, employees, partners, vendors and investors.

Ask and answer questions. Experience has taught you the most common questions posed by customers and other constituencies. Pose the questions and answer them. Or make the video more dynamic and participatory by inviting outsiders to ask the questions on camera.

One final piece of advice: Don’t worry about creating a highly-polished video. Some of the most influential videos are not very well produced. Young people in particular tend to be suspicious of over-produced video.

Give them authenticity. Give them Johnny Cash not Lady Gaga.

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