Video content is one of the best ways to get yourself ––your name, your product, your company–– in your audience’s view. In fact, a lot of sources are suggesting that video content is much more engaging and gets more attention than static or textual content.
But there seem to be unspoken rules in video trends. Making a meme is funny and acceptable for one page, but less so for another. Advice online can be given unsolicited, but you’d hate to be labeled as “cringe”.
So what can you do to maintain your online presence, match trends, and avoid messing up the image you’ve created for yourself or your brand? Here are five “Dos and Don’ts” to prepare you for the world of video content.
Do: Have Direction
Your video content needs to have a purpose. Give yourself a vision. For some people, giving themselves a script or storyboard can be helpful. You could write yourself a full, word-for-word script, complete with movement directions and camera angles. This may be helpful for those who are camera shy or nervous around video creation. If in-depth planning is not for you, jotting down the general points you want to cover in the video may still be a good idea. Give yourself something that keeps the video focused, effective, and helpful. Sometimes the reason for a video’s creation is a good laugh, and on the fly you’ll share something that caters to your audience’s sense of humor. Sometimes you want to share a verbal message, and having something written allows you to stay on track in your discussion.
Don’t: Go Without a Plan
Even videos whose purpose is humor or advertisement often had some form of plan for execution. A video does not have to have the highest production value, Hollywood-level editing to be successful, but it should have some structure and intention for the content. For example, if you are showing off your new clothing line, have yourself (or the models and actors in your video) wearing said clothes. If the purpose of the video is to show that your new sports beverage is better than the rest, take the time to have the script or imagery reflect this purpose. Business video content tends to fair better when there is some objective set by the maker.
Do: Use Tools Available
The digital tools available to everyday content creators is remarkable. We used to need photoshop to alter a photo, and now Instagram allows for instant image touch-up. Cutting rougher parts from a video in your camera roll app has never been easier. Grammar can be easily checked. Video editing tools can automatically add music, add subtitles, cut content, filter, and link to other helpful software. Not to mention the increasing power of AI, which can automatically create its own video content. It has even been found in a recent study that AI does little to no harm to your SEO. Type in the right prompt, and you could get an effortless advertisement for your company!
While sometimes it is overwhelming to have so many tools in the palm of your hand, the important thing to remember is that you can be selective about what is the most useful for you and your brand.
Don’t: Lose Substance
With so many tools available, it’s easy to have a lot of flare and action in the videos you post. I’m sure we all have seen the flashy videos with a lot of effects, songs, and other tricks. Just remember to make your video worth watching. If it didn’t have its filters and pretty effects, would it still be worth watching? Would it still be a good representation of your brand? Make sure that this video representation of your brand has substance and life in it.
Another thing to keep in mind is that AI is extremely useful, but sometimes needs to be fact-checked. Ensure that anything you generate automatically is accurate. If the text, voice, or video imaging is off in some way, your audience is likely to spot it.
Do: Find and Use Hardware
Use appropriate hardware for the story you are telling. Cameras, lighting, and staging can be positive or negative depending on your audience. It is not nearly as taboo as it used to be to film something on your phone and post it online. Using what works for you and for your brand is always going to be the most effective hardware. If you use a high-definition camera with professional lighting, great! If you use your ring light and film from your home office, great! Many large companies optimize their content by using multiple types of videos. Some great examples of this video dynamic are Duolingo, ESPN, and Ulta Beauty.
Don’t: Lean too Far into Shock Factor
Remember that your audience knows you and your brand. New viewers are likely to view your video content and learn who you are based off of it. Because this may be a first impression, be careful of straying too far “off brand”. This means that if you have always been a casual YouTube vlogger recording on your front-facing camera, it might not be a great idea to pull out every stop on your following video. Have a balance in your content–– and keep it consistent. It’s important to try new things and branch out with different types of videos, but ensure that you can maintain what content you create. If you want to start introducing nicer microphones, better cameras and lighting, new editing techniques, etc., it’s a good idea to introduce the new hardware slowly in order to maintain the followers you already have (and increase new views!).
Do: Stand on Your Platform
Pay attention to the platform you are using. If you are using TikTok, YouTube Shorts, or Reels, shorter, snappier videos tend to catch more attention. They also pull different viewers than regular YouTube subscribers, who expect longer and higher quality content. These types of videos pull different video consumers than LinkedIn or X. Livestreaming looks different on Twitch than it does on Facebook.
While all of these platforms vary, and even have different expectations, it is possible to maintain your presence on each one! In fact, it is recommended to be available on many sites to reach as many people as possible. You never know who might respond to your brand!
Don’t: Get Discouraged
If your Facebook livestream doesn’t perform as well as you hoped, or the joke in your Reel just didn’t land, don’t let it get you down. Sometimes something that did not work on one platform will work on another. It’s worth trying similar tactics on different sites to see what performs best in different settings. If you throw your hands up after failure, it’s much harder to grab onto opportunities. Don’t give up, don’t wait, keep going!
Do: Keep a Pulse
Your viewers will respond to content you create. Comments, shares, likes, upvotes–– lots of reactions can tell you where your audience’s priorities lie. Keep track of the feedback your videos receive. When you hear positive commentary, use those things that were complimentary in your future posts. When you receive negative commentary or backlash, reevaluate the content you want to put up. You can continue to engage with your audience through comments, in your stories, livestreams, or even doing Q & A sessions.
Don’t: Play Chameleon
While content and types of videos may need to change, your personality does not. As you take feedback from your viewers, do not mold yourself to fit all the things they need. Personality is not the same as content, and if there are aspects about yourself that you are not likely or able to change (your appearance, style, or even your services/location) you are not obligated to reshape according to the whims of the internet. Recognize chances to improve, and utilize criticisms to the best of your ability. But also make sure that you recognize your uniqueness in your field and forum. You bring something special to the table, and those who resonate with you and your ideas will find your video content!
Remember: You Can Do This!
It’s easy to become overwhelmed by video content and its ever-changing trends. But sticking to these dos and don’ts can help you to navigate the world of content creation. Remember, you can do it! You have something that others want to see, and it is worth sharing!
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