Remember that old adage, “A picture is worth a thousand words?” I’m sure you do. Heck, we all do. I mean, it’s nearly impossible to go through life without hearing it at some point. But I’m here to tell you that a video is worth waaay more. Especially when you’re trying to keep your audience captivated.
Video as a medium, helps evoke emotion and storytelling. There’s a reason why you cry every time you watch Homeward Bound, and it’s not because you have something in your eye. Video pulls the viewer in, gets them involved, and makes them care about the outcome. Now, I’m not saying don’t use images. I, for one, love perusing blog posts filled with engaging visuals as much as the next person. There’s a time and place for imagery, but when utilized correctly, video can be your blog’s greatest asset.
Getting to Know You
Let your audience see the Wizard behind the screen. If you’ve been putting in all of the hard work to continuously pump out content, you might’ve missed the fact that people are actually consuming it. Why not take a second to recognize these loyal readers? Posts typically conclude with an “about the author” image anyway, so turn that puppy into a video and provide personalized callouts for your fans. Seriously, who does that? That’s the kind of next-level strategy that will help you differentiate yourself from bloggers in your niche.
Growing Your Audience
If you’ve been sending out newsletters to grow the readership of your blog, consider throwing video into the mix. Studies have shown* that even mentioning the word “video” in the subject line of an email can help increase open rates by up to 11%. And that’s just the beginning. Start humanizing your blog’s brand by including videos throughout all of its different pages.Whether your blog is about fine dining etiquette tips, fashion no-nos, Canadian film reviews, or step-parenting advice, readers ALWAYS want to know more. Give them a glimpse into who you are by making an effort to get serious about video.
Starting the Creation Process
Worried about budget? Don’t be. Chances are likely that you already have everything you need to get started with video in the palm of your hand. That’s right! Your smartphone is a mini video production machine. Why spend hundreds on expensive DSLRs when you can accomplish similar results with a few app purchases? Apps like FiLMiC Pro mimic a lot of the functions of higher-end cameras, and allow you to adjust settings like white balance, ISO, and more. Combine that with a stabilization tool like like Joby’s Griptight Stand and your footage will look stellar.
Where to Put Your Video
When you’re ready to release your video content into the wild, you might wonder where to put it. Well, there are several different options to consider. The behemoth in this space and the most accessible platform is YouTube. With YouTube, your video (and channel) can be optimized to increase the likelihood of it getting seen by your target audience. If you prefer additional insight into your audience’s viewing behavior, take a gander at Wistia. Their statistics allow you to see how much of the video people are watching, viewer engagement level over time, and their location. The choice is up to you, just make sure you factor in the goals for your blog before making a final decision.
As you may have guessed, there’s no concrete right or wrong way to incorporate video into your blogging strategy. Follow your instincts. If a piece of content could be more impactful or compelling as a video (versus an image), consider busting out that camera. You might feel lost at first, but just like Sassy, Chance, and Shadow did, you’ll eventually find your way.