Video.
By 2022 online videos will make up 82% of online traffic. In fact, video drives more views, more engagement, and more response than any other social posting option.
And with those staggering facts, I bring you the first ever video interview for this edition of The Short Story.
If you don't follow Virginia Kerr, you will after this interview. She is a news anchor turned video strategy coach and has built a large following on TikTok and Instagram giving people quick and humorous tips to be more confident on camera.
Never fear, for those who still want to read text (all 43% of you!), I have broken down five quick takeaways below.
But trust me, you're going to want to watch this entire video. Virginia gets real candid about how she recovered from being called out as a copycat by a big influencer on TikTok (the kids were making memes of her face, y'all!). Hear it at the 14:15 mark. If she can pull herself up by her bootstraps to find her own voice after that experience, so can you! Just make sure to stick around for all the video tips that come toward the end.
As always, I love hearing from you. Hit reply to this email and let me know what you thought of the first video interview. Should I do more?
Stuffing my face with pumpkin muffins (tis the season!),
Molly
1. I’m so excited!
While it's natural to want to share your excitement about whatever new thing you're promoting, when you start a video with the phrase, "I'm so excited," it takes the focus off of the person you are trying to attract. That's true even with social media captions or newsletter announcements. Instead, try to say the word "you" within the first few seconds. That will immediately tell your audience what value you are providing and will likely get them to stick around.
2. You’re never fully dressed without a smile.
While we all want to look pretty for the camera, it's not the same thing as being likable. Up your likability factor by smiling. A lot. And while you're at it, don't take yourself too seriously. If you mess up, show the blooper! Stop worrying so much if your hair is perfectly coiffed or if what you're saying sounds perfect. We're all human and when you can laugh at yourself (ahem, Chris Evans), the world will laugh with you (not at you).
3. Educate to build trust.
If you want to build the bridge from a complete stranger to a customer or client, you've got to build trust. Trust is built by educating. This often comes in the form of tips, but can also come in the form of getting vulnerable. That doesn't mean bringing your sob story to the table, it means being brave enough to talk about something that didn't work for you. The value to your audience comes when you talk about the lesson you learned or how it changed you.
4. There's no such thing as an overnight success.
If you want to know what works, you have to test it. This is not new information, yet we all, as impatient humans, want things to happen overnight. To find out what works, you have to also find out what doesn't work. Instead of being bummed when something you post doesn't get the engagement you hoped, try seeing it as valuable information that will move you forward. Success is no longer measured in likes. You want your ideas to spread, which means shares. The ultimate goal is to create videos that people will share with their friends. And their friend's friends.
5. This is video school.
For those of you who want a crash course in being confident on camera, Virginia has you covered. You'll learn how to create captivating content, write captions, video editing hacks, what to say and how to say it, and so much more. You ready? Sign up for This is Video School here.
