Video content marketing has become a huge part of the way that people and businesses market themselves online in recent years.
Insivia’s ‘27 Video Stats for 2017’ points out that 55% of people watch videos online every single day and that including video on a landing page can increase conversion rates by 80%. These are important numbers and should certainly be taken into consideration when deciding how to market your brand.
But what if the thought of being on camera terrifies you? Not everybody is comfortable in front of a camera and this shouldn’t stop you from being able to market your content using video.
So, never fear! There are tonnes of options and opportunities available out there for you to create video content without having to sit and talk to a lens.
The list is not exhaustive, but the ten ideas collected below will get you started on the road to higher conversions and professional, quality content.
Stock Videos are the first option in this list that you should consider for you and your business. This is all about making the most of what you have available to you; the cost of creating your own content may be too expensive.
If you are shooting a short film or video and you wanted a shot flying past the Eiffel Tower or through the desert for example, this isn’t going to happen without some expensive equipment (and travel!).
You would need a drone, and in some cases, permission. This is where stock videos come in. There are plenty of sites on the internet now that give you access to tonnes of videos that have already been filmed and are ready to use once downloaded. You can then edit them as you wish once they are yours using something like Filmora, even until they are unrecognizable from the original.
If you are planning on use a lot of stock videos and you’re looking for more practical videos, a subscription to Tribe Bloom’s Content Pass is something to consider. There are also sites that you could try that offer initial free trials where you keep the videos after this has ended. This is a good option if you only need one video say.
Just make sure that the video fits your brand and the message that you want to get across to your audience. Random stock videos will add no value to your business.
Of course, if you have the facility then you can record your own relevant footage rather than using stock videos and then use this as you please. Filming places, events, or anything that is relevant to you and your brand could add real value to your business and assist greatly with conversions.
Screencasting is a fantastic and essential marketing tool if used intelligently for promotion and is a great option for you if you do not want to be on camera yourself. Screencasting is a digital video recording that allows you to capture what is happening on your computer screen in real time, otherwise known as ‘Video Screen Capture’.
There are various ways that this can be used. You could create a Powerpoint and move through it at a normal pace. By using screencast, this would create a video which could then be used infinite times for marketing you or your business – it only need be recorded once. This is best used for tutorials and video lessons, though there is certainly room for creativity with this.
Your audience or users watching can rewind and pause as they please and follow along at their own pace, allowing them flexibility and the knowledge that they don’t have to devour a huge amount of information at once (if this is what it is). Other ideas for the use of screencast are things like an introduction to your business, or instructions for how to use a product or program.
You can walk your audience through ideas and it is an opportunity to show value and personality, especially when using commentary videos. You could run commentary over the top of the screencast, adding another level to it. If not a tutorial, it could be you discussing events in your niche while looking through an article or piece of content or watching a video. It could be commentary on one of your own product, showing people how to access your content or how to get the most out of your page.
Get started with Screencasting
Stock Photos can also be effective when content marketing. Using what is commonly called the ‘Ken Burns Effect’, you can create quality videos that get your message across in a creative way and doesn’t need you to sit in front of a lens. Though it was used before him, the effect is often named after the documentarian, Ken Burns, due to his extensive use of the technique in his documentaries.
A type of panning and zooming in of a still image or photograph, the effect gives a sense of motion and creates video. Although it is used very effectively in documentaries, there is no reason why this couldn’t be used to promote your brand and market your business. Stock photos are widely available on the internet and there are many sites that offer royalty-free photos, as well as ones that offer subscriptions in much the same way as stock videos above.
Finding relative photos and using this effect to discuss them at length could add great value to your brand. It could be used for a huge number of niches, from historical photographs (where scenes or people can be zoomed in on) to discussing different types of flowers photographed in a field. With a little creativity, the options are endless. The technique could previously only be achieved using a rostrum camera but programs that imitate the effect are now found extensively in online software and there are many videos that show you how to do this successfully online.
Get started with Stock Photos
Record and Show
Recording yourself or somebody else giving an extensive walkthrough of one of your products is another great use of video without having to sit in front of the camera yourself. The video can be talked through or the audio can come later, after the video has been recorded. It could then be added to the video to create some multi-faceted content that really shows what you have on offer for your loyal users and for those thinking of engaging with you and your business.
Though there is no need to see yourself in one of these videos you could be the one using or showing the product, or you could use somebody else. It should be you talking, especially if it is yourself you are promoting, but the person in the video is less important. There are glasses available now that have cameras attached (or you could make some yourself), or you could use something like a GoPro, for a video that takes an in-depth look at a product and could be valuable for your business and conversions.
Reviews of mobile phones are a good example of this as a close point-of-view is needed for the person watching the video to see what is going on, and there are plenty of other uses that you could try.
These videos could also be silent! Time lapse are a good example of where audio is not needed; you creating a piece of art, building something, or just doing something relevant to your niche would help your audience understand the process and possibly be more likely to buy in, if this is what you are trying to achieve.
There are mobile phone and laptop apps available now that allow you to talk as they transcribe what you are saying in real time. This transcription can then be used as subtitles for the video content.
Apple Clips is one example of an app like this, allowing the user to take videos of anything, and talk during or over them. You can also take pictures and incorporate these into the video at any point, intertwining both, and giving you the ability to talk over the whole thing. It also gives the option for you to select from your library so that any video you have already filmed or any picture you have taken can be added seamlessly into the new creation.
There is a huge amount of room for editing at any time during the creation process also. But the most interesting and relevant characteristic of the app is its transcription ability. When this is activated, the app will transcribe what you are saying and display these as subtitles in your video, with some customizable options for this).
The voice-recognition software will make some mistakes (though very few), but the app gives you the option to go back through the transcription after and edit any mistakes. It is a fantastic app that could be used effectively in video content marketing.
Get started with Apple Clips (iPhone iOS only)
Get started with Funimate (Android alternative)
For videos with a more fun angle on them, the ‘Ditty’ app on your mobile phone could be a great option. The idea behind it is that you choose from a selection of songs and type a message into the app to go with it. The app then fits this message into a short version of the song, making the lyrics fit with the melody. A short announcement about your brand or your business to the tune of ‘Hallelujah’ could be good fun and highlight the personality you are trying to get across, if yours does allow for fun and good humour. The video is bright, flashy, and short, and is an entertaining option when considering video marketing.
Get started with Ditty (iPhone iOS only)
Get started with Ditty (Android alternative)
What better way to show good engagement with your audience and the value of your brand or business than customer-submitted videos? This is a fantastic way of showing that your users believe in your brand, so much so that they are willing to make videos in relation to it. You could search for your brand online and find videos that have already been made about it (if there are some) and get in touch with the person to ask if they would be okay with you using it on your platform, working like a review or testimonial.
You could consider incentivizing this and give something in return, but you want to make sure the videos are genuine and not just being made because the person wants a freebie. These videos could also be funny videos or stories, but this completely depends on what type of brand or business that you are. You always want the videos to be relevant and add value, working towards what you are trying to achieve.
Drawn and Written Videos
Another option is using any variation of paper and pen, a whiteboard, or an iPad. Like one of the previous options, you could use these to film some kind of timelapse, playing with time as you draw relevant pictures and talk over the top. These videos have been used often in recent years and are great for tutorials.
YouTube channel ‘ASAPScience’ used these to great effect to illustrate difficult subjects in a fun and interesting way. The marriage between video and audio help get your ideas across successfully. But what if you can’t draw? This isn’t a problem. The next entry in this list helps to solve this problem.
Animated Explainer Videos
If you do not feel confident in drawing or writing yourself as above, sites like ‘Animaker’ offer superb animated videos with tonnes of customization to really make these feel like your own. Animated videos such as this can make complex or boring topics seem far more exciting, and in turn making your audience far more likely to interact and engage.
It is also an innovative and modern way of using video to market your brand and your business and is sure to gain more interest than a chunky blog post. ‘Animaker’ have taken the idea of the drawn video and run with it.
They offer Whiteboard Software but have added a blackboard, a notepad, a glassboard, and a stitchboard, giving you the option of choosing whatever suits your brand best. The site also offers the option of video infographics and 2D animations, helping you to stand out from others who might have played it safe with original Whiteboard Software.
Get started with animated Animaker.
Video Game Streaming
The final option on the list is one that is confined to a specific niche. Video game streaming is a great option if your brand or business falls within the Gaming niche. Some gamers make videos of themselves talking about games, going backwards and forwards between themselves and footage of the game.
However, you could consider making videos of you playing the actual game with you talking over the top of this, giving your audience a close look at you and the chance to show your character. Livestreaming yourself playing games works in much the same way and is a good indication of how many people are being driven to your page or business.
This has taken off in a huge way in recent years and is something that must be considered if this is your particular niche. Many gamers show themselves in a corner of the video playing the game as the gameplay dominates most of the screen, and you may feel more comfortable doing this. However, it is not necessary.
The ‘Escapist’ Youtube channel is immensely popular and he does not use gameplay footage or videos of himself talking; they are vaguely animated videos with him talking about the games over the top, and they are fantastic.
To conclude, it is clear that there are no shortage of options for the camera-shy person looking to market themselves or their business. These ten options above are a springboard for you that, with a little creativity, can be made completely your own and contribute to conversions in a big way.
There are so many ways of showing personality on your platform and proving that you are committed to creating quality video content without ever having to sit in front of a camera and talk, and I hope this list has provided you with a set of stepping stones to that end.