Video Confidence & Visibility With Paul Mumford

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Confidence in Your Videos and Visibility

In this episode, Paul Mumford and I discuss how to be a great presenter and how to have confidence when presenting.

By listening to this episode you will learn how to have confidence in your presenting skills, how to be more visible, and how to make great videos.

Video Confidence & Visibility Show Notes

0:00
Welcome to the health coach nation podcast. My name is Hayley roe. I’m a sales and marketing coach and strategist for health coaches, life coaches, and wellness professionals who want to become a leader in their field by building their online community, rocking their sales process, and finally feeling confident about how they promote themselves and their marketing. on this show, we talk about tips to grow your business, save yourself time, and finally be able to create a sustainable, profitable business. Let’s get into it.

0:38
Hi, everybody Today I am here with Paul Mumford. And he is a video marketing expert. We’re going to be talking all about Facebook Lives video for your brand. How do you show up on camera? How do you overcome those on camera nerves because Paul

1:00
knows what he’s talking about. And so Paul, I just want to give you a chance to introduce yourself to our health coach nation audience. And tell us a little bit about what you do. Okay, so thanks, Haley for inviting me on. It’s good to be here. I’m in the UK as you can tell by the accent. So it’s kind of 9pm here, and it’s been chucking it down with rain all day. But it’s good. It’s much cooler here than it has been this week, because it’s been mighty hot this week. But then you know all about heat. If you’re in the US, you’re used to that.

Paul’s Background

Anyway, here’s what I do. I run a video marketing agency. So not only do I make videos for other people, primarily for social media, so Facebook and Instagram and a little bit of LinkedIn too, but also I coach people how to do video. My background is in radio and TV. I did that for 12 years or so. Then I set up my own business, selling, sending video content essentially which led to a book deal.

2:00
With Bloomsbury, you may have heard of them. They they’re Harry Potter’s publisher in the EU in the UK. So that made the video product that I have online, made worldwide. So it did really, really well. And as a result of that people started asking me if I could make videos for them. And to start with ours. Let Nam Alright, thanks. But eventually, I buckled to pressure. And I said, Yes. And now that’s what I do.

Now I teach people how to make video, how to present on video, how to shoot with video, because if you’re doing it yourself, perhaps with your smartphone, you’re going to need to be the videographer and the presenter at the same time. So yeah, all that stuff. Yeah. I love it. So I think that there’s a couple things I really want to dive in with you about today. One is being

The Format and Formula

2:52
How do you get how do you What’s the format or the magical formula and I’m sure there’s not a magical formula, but to

3:00
tips for making a video that’s like for Facebook, and Instagram. And maybe you can decipher the difference between both that has a bigger chance of getting shares, getting more likes getting on the Discover page, like just going viral, like what the heck should we be thinking about if we just want to get a lot of views and traffic to our videos from our ideal client avatar, okay, there are a lot of different things that you can do, which will help in a massive way.

Lots of big things, lots of little things. Maybe I’ll pick out a few mistakes that I see people making quite commonly on Facebook and Instagram and LinkedIn primary one is the contents got to be strong. You’re competing against a lot of other people on Facebook and Instagram who are just flicking through that timeline.

Attention Grabbers

You’ve got to grab their attention super fast, and be able to keep their attention. So the first three seconds are crucial. Those three seconds have got to be so good.

4:00
You got to flag up instantly what the video is about and what you want to get across to your audience from the get go. So you know muck about with that. You’ve got to really grab them by the short and curlies and give them what they need right there. And then so they go, Oh, what’s that, and they stop and look. So the second thing is, and this is really a really important mistake that a lot of people make, and a much bigger subject. But in a nutshell, captions are really important.

Around 80% of people watch video on social media with the sound off. So if you your video doesn’t make as much sense without sound as as with sound, then people are just going to keep on scrolling. with Facebook, there is a way that you can add captions once you’ve uploaded the video to Facebook. But the the engine that sort of creates those captions can be a little bit hit and miss. Essentially, the way it works is it scrolls through your video, and then it makes a best guess at what you’ve said.

Captions and Edits

5:00
With quite hilarious consequences, so you have to go through and edit that and the editing process can is really really iffy. It’s not not the best. Instagram for some reason, don’t have that kind of system. They don’t allow you to put

5:15
put captions on a video in channel, you got to do it outside channel, there are apps that will do it, some are better than others. And there are other ways you can do it. The way I favor to do it is to actually burn the captions in the video. So when I’m making the video and doing the editing, then that’s where I’ll put the video put the captions for Instagram, because I know they’re there. I can stylize them I can make them look as clear as I want to. And they really stand out that was two things right? It’s a third thing.

Fantastic Format

5:45
Yeah, formats really important. Now, when you’re when you’re shooting for Instagram Live, or HGTV because Instagram is built primarily for a smartphone

6:00
You can afford to have your phone in portrait in landscape in portrait view rather. So that means you’re holding it like a phone with the long edges down the side and the short edges along the top. But if you’re doing a video for a general Facebook post or LinkedIn or to go on your Instagram timeline, if you did it that way, you get a lot of gray stuff on either side if you’re looking at it on an iPad or on a desktop, so you need to be able to get the best of both worlds. And the best way to do that is to film it in landscape which is 16 by nine long at the top and long down the bottom. And then you can crop it into square.

Most apps that are on on your smartphone for video editing will allow you to crop that square pretty instantly. And the reason why that’s important is because it takes up the maximum amount of real estate on a phone and on a desktop and on an iPad. So it’s low compromise between all three

Screen Specifics

7:00
And you get the biggest screen area for all three formats at the same time and therefore you get notice more. How is that as asked the question? Yeah, I love it. So I’m taking show notes over here and guys give us a like if you’re watching live with us feel free to post any questions about videos in the chat. And what I heard you say was number one you want to grab and keep their attention with solid content. The first three matters matter the most so aka all my friends out there and I used to do this and I still sometimes do it who come on and say hey guys hopping on.

Now’s the day going we’ll wait till we get a couple people on. No, no that’ll. Okay. So just pick up on one thing there that you mentioned which is is a real bugbear of mine. And there’s a reason real good reason why it can get a little bit annoying

7:56
when you’re addressing someone on a Facebook video

8:00
Or a social media video, there’s a fairly high chance the person who’s going to be watching that video at the other end is going to be on their own. Consuming video, or unconcerned looking at social media is a pretty solid trend, a very, very personal connection. So therefore I find it much more of a gets makes much a bigger connection and a much more profound connection. If you address one person rather than lots of people.

Consider Your Introduction and Other Keyphrases

And you hear a lot of people and see a lot of people on video we’ll start with like you said, Hi guys, but there’s a fair chance that your your viewer is going to be on their own at the other end. Yeah, you want thousands of people to watch the video, but they’re only really going to be watching it one at a time. So much like my background, which is radio. We always were taught when we when we did radio presenting and TV presenting that it’s a one to one connection, so a one to one conversation. So therefore talk directly to one person rather than trying to talk to everyone at the same time.

9:01
That is such a valuable tip and I learned something because I usually am all about the guys. Hey guys, what’s up peeps, right? So I’m really glad you said that. But the other thing is when it comes to

Captions/Subtitles

9:16
the rest of what you’re saying add captions to your video subtitles. And one tool I really like but you know, it is interesting because like you said, when when you’re transcribing, or when they’re putting the captions on, sometimes they they automatically do it, but they get the wrong words because it sounds like something else. But I do like click scribe clip scribe, as a tool that I use, it’s like $10 a month and to add subtitles, however, sometimes those subtitles are off, but it’s it’s just what I found and what I’m using right now and it’s better than nothing, right? So you got to find something. And then the other thing is shoot videos in landscape, as you said, so holding your phone horizontally, but not you can

10:00
Can’t do that for Instagram stories, right? Tell us more about that.

10:05
Well, yeah, Instagram is, I’m just thinking about that, let’s just say you’re in the scenario where you want to post on multiple channels, let’s say your audience is on Facebook, typically your audience is, if you’re gonna post on Facebook, you may just as well post on Instagram as well. And maybe you might be doing some stuff on LinkedIn too. So in order to post on all three at the same time, you don’t want to be making three videos and shooting them three different times. You want to be just doing one and pushing it out to all three channels.

Talking on Time

Perhaps maybe, if you want to do perhaps a longer video on Facebook because you get more time and LinkedIn. And perhaps if you’re on if you’re in the timeline on Instagram, you only get 60 seconds. So here’s what I do, which saves a lot of time if I’ve got one video to make and one message to get out all three channels. I might record a longer video, which will go out on LinkedIn and an Instagram Facebook rather

11:00
then edit it for Instagram, or, and then the other option is if you want it to do something that will go into HGTV. So therefore you get more time. Really in order for that to work properly, you’ve got to start shooting the other way. So it really is a choice on where your audience live, and how they consume your your content. If your audience are more likely to consume HGTV, then shoot it the other way around. And just concentrate on HGTV.

I don’t know whether you think about this. Haley, I think we’ve we’ve had this kind of a conversation in the past that people can feel like they need to post content everywhere, and sort of splatter Ghana in all different directions. Or actually, you’re probably better off picking maybe one or two channels and focusing your attention there. Making that good and having a good communication with your audience on those One, two platforms rather than trying to spread yourself thin in all different directions.

Formatting and Repurposing Content

12:00
I have to do lots of different videos in lots of different format.

12:03
Yeah, absolutely. I agree. So if you want to repurpose your content, go for landscape, do it on your phone, and then you have more room for making it universal everywhere, easily more easily. And I agree that also you don’t need to be everywhere all at once if it’s going to stop you from consistency in one place or two places for your brand.

12:28
So that said, okay, we nail our content, we have this great video, what’s the timeline? And maybe it’s different for different platforms, but do you happen to know like, what are some stats around timeline? What What do you recommend for how long should our videos be?

12:47
That depends on a few things. So depends on what you’re talking about and what your subject matter is. Like for instance, I’ve made quite a lot of cookery videos in the past, and you can hold people’s attention for longer with a cookery video because there’s a reason

The End Result for Your Audience

13:00
At the end, yeah, they want to wait to see what the product looks like when you’ve made it. So you’ve got a better chance of holding on to your audience. And ultimately, your goal is for people to watch your video from start to end. So

13:14
it depends on how the second part of that is, depending on how experienced you are. If you’re really good at making a video, and you can hold people’s attention for more than 60 seconds, maybe two, three minutes, then sure, make a two three minute video. But if you’re new to the game, and you’ve not done it before, I would say better to start shorter, because you’ve got a better chance of holding your audience’s hand through the whole thing.

Confident and Concise

If you’re not that confident or not yet that experienced that presenting and getting your message across in a concise way. So does that answer your question, or have I gone off on a tangent? No, no, it makes total sense. So the rule is there’s not really rules but typically people have short attention spans, if you can hold their attention with some kind of cool book until the end and so you

14:00
Thoroughly explained something that is a good strategy to use is really giving something to look forward to till the end. And if you’re new to video, maybe just keep it as concise as possible, get your message out and get off. Because, you know, it takes some time to get to the skill set where you can hold somebody’s attention for a long time. Yeah, but don’t, don’t make it long for long sake, if that makes sense.

Getting Your Message Across

You know, if you can get your message across and see what you need to say, in 60 seconds, then do it in 60 seconds, I make a big habit of making a lot of my videos 60 seconds in length, full stop the ones I do for myself rather than than for clients and therefore, I can then post it out on all them on the three my three main channels and I don’t have to edit it any any length, it’s perfect for Instagram, Facebook, and and if I can get my message across in 60 seconds, then, you know, I’ve captured people’s attention for 60 seconds and that’s pretty much all there is. But obviously then if you’ve got it

15:00
Longer thing to explain, or like I said before, something that has a big reveal at the end, then you’re you’ve got a better chance of holding on to your audience for longer. The other thing to bear in mind with videos is with Instagram, they if it’s on timeline, then no, they’re gonna get 60 seconds. If it’s on YouTube, for instance, when soon as you press play, you know how long that video is going to be.

Don’t be Boring

So if you’re boring from the outset, and you see on that timeline that you’ve got, like four minutes of boring video to watch, people are going to head off somewhere else, and go and look at kitten videos and something. So the best bet is to

15:37
really, like I said before, hit them with a short clip. You grab them by the short and curlies at the beginning. So if you’ve got a four minute video, then people are compelled to watch the whole lot because they’re compelled from the start.

Video Voice

15:51
Yes, okay. So that makes total sense. And when somebody is watching your video, I think you’ve just nailed something.

16:00
Don’t be boring. And that brings me to video voice, which is something that I think some people

16:08
really, when they I know this because I work with clients and I’ve helped clients with their social media before. And it’s funny because I’ll talk to them in a meeting or in person and they’re like, yeah, like, whoo, they’re, they’re super normal, right? And then, as soon as the camera goes on, it’s like, Hello, everyone. My name is their voice. They change. They’re not the same person.

Stay Calm

Okay, so, um, my question is, how do we get over those nerves? How do we not become a robot or a different person when the cameras come on? Greg question. And the answer to that is, don’t be a presenter. So I know Haley, pick your favorite, who’s your favorite or a big presenter on TV that you watch on a regular basis. I’m not quite sure who that would be in the state.

17:00
I don’t want you to present I watch, like an anchor perhaps, you know, like on a

Don’t Present

17:06
on a late show something like that. Um, I, you know, I don’t even watch Jimmy Fallon. I like okay. Yeah. Good example Jimmy Fallon. So, if you met Jimmy Fallon in the street, there’s a, I would almost never met him. But there’s a fairly big chance he is going to be exactly the same as the Jimmy Fallon. You see on TV.

So there’s a there’s a guy on uk tv, which you won’t you won’t have heard of called Andy Peters, who’s on our breakfast TV station every single morning. And he is you would look at look at him on TV and think there’s no way you’re like that in real life. But having met him a few times, I can guarantee you He is like that in real life. And the best presenters are just being themselves on camera. That’s why we love them. That’s why we’re, yeah, we engage with them and we’re relate to them because they’re just being themselves. We have a couple who do a morning

18:00
show here in the UK, Philip Schofield and Holly Willoughby, you may have heard of them, you may have not but they are just being themselves on TV, they get on with each other like a house on fire. And that comes across on the camera, you can see their, their connection with one another. And they’re very, very natural on screen. They muck around a little bit. They you know, they fluff things up. And yeah, that’s all part of their magic. And that’s what makes them so popular.

Be Yourself!

So to answer your question, don’t be a presenter, be yourself. And that’s what’s gonna make you unique as well because we’re all unique. We’re all different people because we are just ourselves and people will relate to you and will warm to you more. If you’re not trying to be someone you’re not.

18:43
Yeah. Okay. So, me being yourself. Now I know so many people watching this and I have a particular person in mind. When the when you’re looking in the lens, it’s like, it just feels awkward and it feels like well, how can I be myself when I’m talking to myself looking

19:00
myself in a camera. Um, so what would you say that like, how do we just be ourselves? Yeah, you’re right. And this is a question I get asked a lot, which is a great question. Because essentially right now even though I’m talking to you, Haley, I’m just literally staring at my phone. And if you’re not used to doing that, or if you haven’t got a way to get around that, then you just feel a bit stupid, don’t you?

And I totally get that back. When I started on, I used to work on morning radio, on a big network in the UK. When I started doing it, and I jumped into the deep end I was, I was asked from cold almost if I fancy doing a Breakfast Show. And I thought, yeah, I’ll do that. I say yes to anything and then work out how to do it afterwards. But

19:46
I had to get over the problem of communicating with a person that I couldn’t see and and be couldn’t answer me back. And when you haven’t done that before, that’s very, very difficult.

Communicating Effectively

20:00
So the way I got around it, and I was working with a few coaches morning show coaches who used to help me to put the show together. And one of them suggested why not bring one of the sales guys or the news guys into the studio, if you’re putting together a bit on radio or a link that has to be a little bit compelling, and you need to properly engage with your listener, then bring someone in and deliver, deliver it to them. So you’re actually delivering to a real person, but at the same time, it’s not the person that’s in the studio with you. So I gave it a go.

And it really does help because you can see that you got the eye contact, you got the actual person that the other end, and it just completely changes the way you you speak and the way you deliver and you’re more emotive and you’re more like a real person. Obviously, if you’re in a situation like this, and you’re recording a video for social media,

20:51
it’s a little bit different, but you can still employ the same tactic. I always say to people that I coach that you’re not talking to an inanimate object being

The Plan and Purpose of the Video’s Use

21:00
A camera or a smartphone, you’re actually talking to the person at the other end of the camera. So if you’re recording this video for you, you’re, you’re talking to the person who’s gonna be watching the video on YouTube at some point in the future. And if you’ve done your research and you know a little bit about your audience, and you know who you’re trying to communicate with, then you can almost picture that person in your mind.

And like, I’m sure you’ve coached with your clients in the past, Haley, that the understanding your audience is really a key point. It’s so important here, because and when I was on morning radio, and I can’t even remember her name now. But the biggest station I worked for, we had what you might call an avatar. So we knew this person, our ideal listener, so every single piece of content that went out in the radio went to this one person. She was in her mid 30s. She lived in

21:54
low rent income. Her husband was a blue collar worker. She had three kids

22:00
I think her name was Vicki. And we knew everything about her. Now if you’re if you understand your audience to that degree, then you know the person that you’re talking to, all you got to do is picture them the other end of the camera even if you have to put a photograph of them in front of you, or have someone in front of you that can be that person. And then suddenly you become alive. You’re not talking to an inanimate object. You can see the person that you’re communicating with as well that was a long answer, but hopefully that got across

22:30
brilliant. No, I completely agree that it’s a good idea to picture your ideal client in the camera lens. But I love I’ve never heard this tip instead and if you think about it, if you practice once with maybe the camera and a person, you know

22:49
it then you just mimic the way you were with that because you know you’ve experienced it and it was recent and you just did it. I love that idea. And and the other thing is like if you I just

23:00
thought of this. Like, if you think about actors who have to work with a green screen, how awkward would that be? Like they’re having to pretend that they’re like, you know, falling off a cliff. And really there’s like a green screen, right? So it’s the same thing you have to practice and you have to kind of pretend. And so that’s why I think so many people get tripped up is because it feels like I’ve acting and it’s fake. But the truth is, eventually it’s going to be seen by that ideal client. you’re picturing just like you said. It’s just they’re not there yet. So that’s why it’s

23:36
just imagine you’re just imagine you’re leaving someone a voicemail, if you were leaving someone a voicemail on their phone, who wasn’t there. It’s no different to doing that really, is it apart from its visual, they can’t reply. And they might not hear that they won’t hear that

23:53
voicemail in real time. They’ll get it at some point in the future. But that doesn’t mean that you suddenly start fluffing things up and losing your license.

24:00
And getting embarrassed and feeling awkward. Because you know, there’s a real person that the other end, you know the person at the other end. So if I left a voicemail message for you, Haley, I know you’re going to pick it up at some point. So yeah, I know what saying, You know how I might talk to you and you know how I might and perhaps might make you laugh or something. But all that will go in the voicemail, because I know you’re gonna get it at some point in the future. And this is really no different.

You’re leaving a voicemail for someone. Beautiful analogy. I love it. Awesome. So okay, so somebody’s less nervous, they don’t have the robot voice. And what about when it comes to the actual like choosing good quality? Now I know this will depend on your niche and your ideal client avatar. But what do you suggest for somebody who’s like, well, what what should I post a video about? Like, what is what’s going to get the biggest bang for my my investment of making this video? What would you say? How do you come up with topics? Oh, that’s a big question.

Social Media and Content Marketing

25:00
Haley, but Yeah, good question. And the key, as you know, to Haley with social media marketing, for content marketing is consistency. So there’s no point putting a video out and then just sitting there twiddling your thumbs for a month and waiting for it to happen. And doing nothing else in between, you’ve got to be consistent. And that might just be once a week, there might be twice a week or three times a week, depending on lots of different things like how much time you’ve got to spend on it, who your audience is, what your what your audience is expecting from you all manner of different things.

So as far as coming up with content is concerned, obviously, the more content you’ve got to deliver, the more content you’ve got to come up with. And suddenly that can become really daunting. there lots of really good ways that you can come up with lots of different content, and the more the more you sort of have in the back of your head

Get the Idea

26:00
The idea that you’re thinking about things for videos, the easier funnily enough, it becomes to come up with ideas because it’s a bit like have you heard that you’ve heard of the law of attraction, right? So yeah, the law of attraction is let’s just say for argument’s sake, this is really how it works.

26:16
You kind of what you think about his what you can manifest, and I know that sounds a little bit bit kooky. But essentially, the way that works is if for instance, so just say, for instance, you wanted to buy a red Mini,

26:29
then you’ve made the decision, you want to buy a red Mini, you’ve perhaps seen it in the showroom, you know what it looks like you’d have sat in it or driven it and it’s like a three weeks away before you actually have the money to pay for the Mini. Why is it bizarrely suddenly, on every street, you see red minis everywhere, it’s because your brain is in tune to thinking about the red minis the red minis are in your head. And there’s not that there are more around it’s just that you notice them more. And that’s the same with video content, when you know that you’re making videos and you’ve got to make one a week.

27:00
Because it’s all in the back of your head, you will find content because you’re tuned to looking for it because you’re thinking in that wavelength. There are lots of different things you can

27:11
you can, you can pin content on if you like, or pin your ideas on. But really, it just depends on what your subject matter is. From my perspective, let’s give a good example here. So when I’m posting comp content for my video marketing company to market my video marketing company says pm to media, then I will think about, for instance, the questions you’ve asked me here, right here. I’ll make a note of those because they’re great questions, and the questions that I get asked all the time, and if you’re asking them, Haley, there’s a big chance that a lot of my audience are asking them to.

So if you’ve asked me a half a dozen questions, then that’s half a dozen videos in the bag before we’ve even started. And also, I might get people ask me questions on the fly or I might bump up against

28:00
problems that I’ve got to come across. or there might be a new piece of equipment like a new tripod that I think perhaps other video makers might be interested in. Or I might have got a new piece of kit and I want to share it and show it off and say, Look at this, this is fantastic because it does x, y, Zed, but those kind of things. So suddenly, I’ve got 1012 ideas, which is just come off the back of my head. And the other great thing with videos as well on social media is don’t be afraid to recycle.

28:28
So if you put a video out a year ago, and it might be about a subject that suddenly becomes topical, again, there’s no reason why you can’t go back and reshoot it or just reuse the same video. As long as it’s timeless, then you’ve got content that you can reuse.

28:45
Yes, 100%. Okay, so I’m making a note here. Make your videos timeless. Sometimes because here’s the thing. Sometimes people will go live and they’ll be like, Happy Monday. It’s Monday and it’s Christmas time.

The Importance of Timing

29:00
And it’s a great content and then they go into the content, whatever. But they already said it was Monday and Christmas time. So if they ever reuse it, it’s going to be a struggle, right only not a struggle, it’s just going to be kind of awkward if they share it on Wednesday, two years later. So that’s one thing to think about is make your videos timeless. And I love that you said Don’t be afraid to recycle old videos, because and I will I also will say exactly what you said, the fact that the questions you get, that’s fantastic content for you to create. And I never I don’t think I’ll ever run out of content ideas. Sometimes I get stuck. I don’t feel like making the content but with the amount of questions because for example,

29:44
I have I have a constant stream of what I should post content on for a couple reasons. One is all my private clients fill out welcome workbooks when they start working with me. And so those questions in there and statements and things that

Struggles to Achievements

30:00
They say they struggle with and want to achieve. That gives me a constant idea of what my actual ideal client wants and wants to hear about. And so that’s great. The second thing is I have application forums for my discovery calls where they have to share their struggles and goals. So that gives me constant stream of content inspiration. The third thing is my facebook group, where they have to answer what’s what are you struggling with right now? Or what do you want to learn in this group? And so that gives me a constant thing? And then FAQs? Like what questions you get in the DMS or whatever.

So I think that if anyone if anyone comes to us anymore, Paul with the excuse that I don’t know what to post about, it’s that it I highly recommend getting more places where you’re communicating with your audience, and you will never run out of ideas. Again. Would you agree? Yeah, we do. Yeah, totally agree. I totally agree with that. We have a we have a six week video marketing course, that we run through our website, which is all video based.

31:00
teaches you

Understand Your Audience

31:01
about the basics of audience, you know, understanding your audience, right the way through to looking at analytics and understanding how your video performance or insights on Facebook and Instagram, etc. But we spend one week talking about content, and how to come up with content with lots of different ways. You can look for content, you can look at content in the news. And I tell you something, this is a really powerful one, right? And I’ve seen a couple of my,

31:27
my clients do this. Think about topical stuff. So if something’s in the news that relates to whatever your niche is, sorry, I call it niche. You can say a niche if it makes you feel less more comfortable. So yeah, so we, so if you know what your niche is, and there’s something in the news that relates to your niche, then straightaway, you’ve got video, and obviously, because people are talking about that it’s viral content, potentially, it’s certainly trending content. So yeah, that’s perfect video content to put out as long as you’re quick enough. And what I’ve noticed some people do in the past

More Exposure

32:00
If they want a bit of media exposure, like on local TV or local radio or something, then they might share that video with your their local radio radio station and say, Look, you know, I’ve been talking about this on social media. If you want to get a guest on to talk about this particular subject, then here I am. Yeah. And that’s how you start hitting the road or wider audience and get exposed in the media to

Viral Videos

32:23
love it. Yes. So being relevant and pushing yourself even if you make a solid video, or the topic is something you’re an expert on. I love it. So also, when it comes to making viral videos, I’m just curious. What do you have an example of maybe a client’s video you did or a video You did? That got way more attention and views and

32:52
feedback then you would have ever expected and what was it

32:58
Oh, that’s a good one. You

33:00
Throwing that throw that at me.

33:02
Let me have a think.

33:05
One that’s done better than I would have expected.

Leading by Example

33:09
Okay, here’s a good example. Right. So we were working for a company. Have you ever heard of a product called Vibram? Five Fingers? Yes. Yeah. Cool. Good. That’s a good start. So for those of you who don’t know what they are, you’re welcome to Google them after we finished here. But they’re, they’re a running shoe. But they’re a running shoe that is promotes a freer way in a more barefoot way of running, so a more natural way of running.

So anyway, we were working for a distributor of Vibram fivefingers in the UK called barefoot junkie. And one of the ideas we came across to try and illustrate how, how great the brand is and how people absolutely love the brand because that tends to work. If you if you if you love the brand, five fingers then you

Campaign Classics

34:00
We’ll shout about it from the rooftops because it’s such an amazing product. And we have lots of Vibram have lots of loyal followers and loyal fans who will quite willingly do that. So we came up came up with an idea for a video campaign to go and interview regular people who love the brand, five fingers for one reason or another. And we picked on a different subject matter for each.

Each video, we were on one of these a month, we did a long version, which would end up looking almost like a mini documentary, if you like, which will go on to the website. And then we do various crops and cuts for social media to drive people to the website. So they’d be able to see the whole thing there and a blog article and all that all that kind of thing. So we will have well one guy that we interviewed, who actually we just I just stumbled across him on LinkedIn. I think I was looking for some people to interview who were Vibram fivefingers. And this guy had gone out to Borneo, with his with his then girlfriend to have

35:00
The efforts to rescue around a Tang who have been displaced because of the

35:06
the palm oil industry in Borneo. So he went out for a couple of weeks. And he did some, you know, do some things to help the cause if you like worked in a camp in Borneo, but all the while he was there he wore his Vibram Five Fingers. So the video was all about his how he loved wearing he loves wearing his v brooms every single day but also how they particularly helped him and how they’re made him made life easier for him when he was walking through the jungle and, you know, and through all these horrible paths in in the middle of Borneo while he was working with the orangutan. Obviously, there were lots of cute orangutan on the video, which helps in a massive way.

The Outcome of Touch Points

But yeah, that video did really well, much better than we have expected, because it basically hit two touch points. It hit the touch points for the video for the people who liked vibrams but also got a whole bunch of orangutan lovers at the same time. So yeah, that was one

36:00
But kind of did really well for us.

36:04
Yeah, what about one that you thought was gonna do really well? And actually didn’t you know, I thought you might ask that.

36:13
One that perhaps you see,

36:16
I think a lot of it is.

Make Sure Your Mic. Is On

36:20
Oh, you went on mute. There we are, I’m here.

36:24
But first of all the video make sure your mics on. So anyway, a lot of it has to do with timing. And if you get your timing wrong, then your video won’t perform quite as well as you’d expect as you had expected.

36:38
And you can find out by looking at the insights on Instagram and Facebook, you can find out when the bulk of your audience are on channel and looking at Facebook and Instagram and that’s the best time for you to post because they’re more likely to see your content. In in general terms, it gets a little bit more complicated than that but in in general terms, that’s the best

Consider Your Timing

37:00
way to do it. So if you get your timing wrong, then a lot of people will miss the video. And there’s been a few instances instances, certainly when we would get our head around how, how Facebook and Instagram have worked, that we might have got that timing wrong. Or perhaps we were working with a new client, and perhaps didn’t quite understand how their audience work chair.

From our perspective, when we’re working with a new client for the first time it can sometimes take, and I’m sure you’ll agree with this, Haley, it can sometimes take a little bit of time just to get your head around how their audience works and how their audience behaves. And a lot of that is down to you know, maybe what time they’re, you know, they’re looking at social media, what time is the best time to hit them with something new or to hit them with something old? Or to hit them with something relevant? It’s, it’s it really is all about the timing.

So I guess, maybe this hasn’t quite answered your question, but it kind of has in a roundabout way, is the fact that you know, I think, I think maybe some of the mistakes we’ve made in the past or perhaps mistakes I’ve made in the past.

38:00
He’s perhaps not getting the timing right.

Video Content to Social Media Content

38:04
Yes, that is some valuable insights. And it’s so funny because I’m, I’m the kind of person where I get with social media, I’ll be honest with you, I work on getting better systems for it. But I get a little lazy and I just want to post when I want to post and get it out there when I want to get it out there. And I know it is not the best strategy because why even bother if nobody’s going to see it? Right. So any tips for just making it easier to get your videos out there at the right time? Things like that.

38:41
I will just just something else. This just occurred to me on my last question, which I think is a really important subject is on social media. People like to be social and Facebook and Instagram like you to be social, right? So they love posts that get responses and sort of spark up a conversation. And while you can do that

Powerful Images and Content

39:00
Really powerfully on Instagram with graphics and with photos and with text and stuff, you can also do really well with video. But sometimes it takes a little time for your audience to get the message. So I’ll give a good example of that on my own as well as running the video company, I’m a barefoot running coach, funnily enough. So I post for my own channel things all the time on one thing I do, because wellness and

39:27
mental health is a very important aspect for me. One thing I do every Friday is I post a little message up and say, What are you grateful for this week? And I’ve been doing this every Friday for probably about maybe about six months now. When I started doing it for the first three or four weeks. I if I got one response, I was lucky. But now that is my most popular post by far every week, because I’ve been stuck at it. I’ve stamped my heels in and I know this is gonna work people are going to respond. And sure sure fire they have and I’ve followed

How to Help Your Audience to Get the Message

40:00
That kind of trim with some customers and some clients as well and done a similar thing. So you found found something that people can respond to, and then stuck at it. And after a few weeks, people get the message and get the idea. I know and I can see what they want now. And then there’s they start responding. And as a result of doing that, I’ve now forgotten what your question was. No, I’m glad you added that tip into always try to create content that starts conversation.

And also, it’s always good if you have a consistent thing that you do regularly. Like, for example, I got on a really good track. Doing Tuesday, Facebook Lives at Port 30 in my facebook group, and people would know about it, and we come in and do it at that time. And same thing with the Grateful question. It’s a conversation starting question and being consistent with that over six months, you start to get real traction. So I think there’s two lessons in that. My question was any tips or hacks when it comes to I don’t feel like I know I need to post this time.

Hailey’s Notes from the Show:

Video Musts:

• Grab and keep their attention with solid content
• First 3 seconds matter most… Start right away
• Add captions to your video (Subtitles)… Use ClipScribe to add captions/headlines
• Shoot videos in landscape & then crop to square
• Lamcou Tripod
• Make your videos timeless
• Big Little Business Show
• Use a trip
• Get a tripod so you don’t have to hold your phone for videos
• Don’t be afraid to recycle old videos
• Timing matters for your videos
• Use Hootsuite, Laterr, or Buffer to Schedule posts
• Give a hook or reason for someone to keep watching your video
• Don’t be a presenter. Be yourself!
• Look at your IG insights to learn when your audience is online the most
• Lighting- Use natural lighting shining on you. Don’t sit with window or light BEHIND you
• Understand who you’re speaking to in your videos… your avatar
• Use your audience’s FAQs, common struggles, etc. for content ideas.
• Use the news for inspiration as well if there’s something that relates to your niche
• Address ONE person in your video. Rather than “Hi Guys” it should be more directed to one person
• Be yourself on camera

Let’s Review: Video Confidence & Visibility

In conclusion, you have you not only need to consider what equipment you will use, but how you will post-process and schedule your content. You need to be yourself on camera. In addition, you’ll also want to give your audience a reason to listen to what you have to say.

About Paul Mumford

Paul is a fitness, movement as well as a running coach. He has over 15 years experience helping people move, eat as well as think right.
In addition, he is a film maker with 25 years experience working in radio and television. Interestingly, Mumford now makes films for people as well as helps them with marketing and even teaches them how to do it themselves.

Resources

• How to Light Your Video
• How to Become a Great Presenter
• Complimentary Business Consult
• Health Coach Nation: Marketing, Business, & Mindset for Health Coaches

You can find Paul on his website here.

Find Paul on Social Media: LinkedIn, Facebook, and Instagram