Why Businesses Fear Video Content...
??Sam McGhee on Unsplash

Why Businesses Fear Video Content...

...and what you can do about it

It's been in the consciousness for easily a decade by now. Still, while businesses hold their side glance at the explosive growth of audience retention through use of video, the reticence remains. 

What's the current feeling as to why video isn't leveraged as much as it could be? It's probably a little bit of: "right now, we're okay with what we're doing, aren't we? So, let's stick with our policy of sharing a link to an article from our website once a week. That's how you do it, right?"

Sound familiar?

But that's not currently helping your business. It's the classic routes to market that are propping you up for the time being. The manual approaches; the SEO (search engine optimisation); positioning of your website content; the outbound calls; the word of mouth; the networking events. 

The irony

The irony? The very people making these unconscious decisions to label this a "not now issue, use the very platforms they neglect to consume, understand, network and research through their day. 

"But video is for the kids, right?" "It's different in our industry". "Our customers don't use the internet like that". 

"But video is for the kids, right?" "It's different in our industry". "Our customers don't use the internet like that". 

These are the excuses of poor education. Sure, a job title may not require consumption of video content but we are, inescapably and even for the most dedicated careerists, ourselves first; job title second.

What does that mean? It means that before I'm the senior partner at the law firm; before I'm the finance officer at the events business; before I'm the director of the local corner shop, I'm a standard human being like everyone else. That means I (typically) watch YouTube for fun, I enjoy Pinterest for my home improvements, follow politics on Twitter and so on.

But why?

So if these channels are where our potential customers are spending their time, why do so many businesses not participate in the production of content for them to consume?

There are always two options: create or spectate. Spectating is safe. It carries no risk. Our reputation is clear from scrutiny if we do something we shouldn't. But spectating is also average. Humans don't want average. The don't watch it and they don't consume it. They may personally be average but they want those they watch to be heroes, comedians, leaders and superstars.

So can your business "create"? Of course it can. But the worry over "getting it wrong" makes for an absurd paralysis that means we don't get on the pitch and have a go. That's how we learned to walk, talk, play sports, and so on. That's what also needs to happen to find our voice, see how an audience reacts and find out what we're really made of. 

Spectating is dangerous

But here's the kicker... spectating actually isn't really safe. In fact it's dangerous. It may not be yet, but you'll eventually be left behind. So lead and pioneer in your space. Let the others watch from the sidelined with their hands in their pockets. 

And before you use the excuse of time and resources getting used up on things like this, just know that it is important. And when things are important, find the time and energy to do them. We may not want to do them (think, that sales audit, that finance report, that deep strategy dive on one of your markets) but we have to.

So don't be left behind. Lead, create, teach and entertain your audience. Its not nearly as difficult as you think.

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Richard Moore is the Founder of The Basics of LinkedIn Course. You can connect with him on LinkedInFacebook and Instagram.

Arqam Azhar ?????

MBA in Marketing | Shaping human behavior through Learning & Development | Inbound Tourism

3 年

Thanks Richard Moore . This really has made me rethink how seriously I take #video. Thank you for the epic #insights you share ??

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This is really insightful!!

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Tim Sohn

Community Builder | Livestream Producer & Host | Founder, Showing Up: Perspectives on Cancer | Best-Selling Author | Advocate for Healing, Hope & Resilience | Organizer of Annual Cancer Support Events | Leukemia Survivor

4 年

Hi Richard - I have seen this fear head on in conversations with my clients. Reasonings I have heard include they don't want to be on social media for privacy reasons, they're self conscious, they're camera shy, they've tried 1 video, and they didn't see any sales as a result of that video. Some #TimTips include: 1) Have patience - it takes time for people to know, like & trust you via video 2) Start doing videos now - doing your first video is the hardest. Press The Damn Button as Brian Fanzo says because your 2nd, 3rd, etc. videos will get even easier 3) You will get results from video - just keep going. Create videos on a CONSISTENT basis. Use an app like StreamYard to easily create professional looking livestreams. Right, Jim Fuhs and Ross Brand?

Yogesh Nagar

Digital Marketing Manager

4 年

open to connect

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Terrell A Turner, CPA

Simplify Finance For Law Firms | NY Times featured CFO | 40 Under 40 CPA

4 年

Richard Moore great insight here, the irony point is so true

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