This an article on why you, the author, need to think about creating video content. Regardless of how introverted you are, regardless of how many crappy book trailers you’ve seen (don't do those), video is here to stay, and the sooner you embrace it, the better.
Don’t believe me? How’s this for proof?
- Social media videos get 1200% more shares than text and image posts combined
- People spend 88% more time on a website when video content is available
- On Facebook alone, there were 8 billion video views per day in 2016. That’s billion, with a B
- Instagram and Snapchat (the two fastest growing platforms) are doubling down on making video the centerpiece of their platforms
- We’ve seen 30-second video ad views from highly targeted audiences for just $0.11 each on Facebook
Video is engaging. It’s personal. It’s intimate almost. It is the medium of choice for social engagement. So if you want to grow your author platform, if you want to expand your audience, if you want to connect with your current readers, you need to think about how you can be creating video content to include in your current book marketing mix.
Tools to Help You Succeed
One of the reasons authors don’t utilize video extensively is a lack of experience using the tools. We can all record a selfie video, but for anything past that, a lot of us just put it in the "too hard" basket without really taking the time to find out what’s required.
Here are a few tools that will make creating video content (meaning production and distribution) a little bit easier:
As the default video tool for Apple MacBooks and Macs, Quicktime provides an easy-to-use platform that allows you to record the video for vlogs, interviews or videocasts, and a screen record feature for how-to videos and webinars. This basic tool is a great starting point to accompany the video capabilities of your smartphone.
Wistia is a video platform designed for businesses. The platform makes it extremely simple to share video, embed them into your author website and landing pages, and also keep track of how many views you’re getting. The platform can even show you how far into the video each person gets before they decide to leave. Wistia is a great tool for helping you to understand what is working well in your video marketing efforts and where you need to improve.
Animoto makes it easy to create professional looking videos with built-in features that allow you to easily create text overlays, backing tracks, subtitles, voiceover and more. You don’t need to learn how to use any complicated video editing software to bring disparate video elements together. Everything is contained within the Animoto platform. It’s a great way to achieve a big budget look without the expense.
Don’t underestimate the effectiveness of video recorded on a mobile device. Video doesn’t have to be highly polished to be effective. This is particularly true when it comes to communicating with your existing fans. Mobile video is a great way to create authenticity and deepen the connection with your readers. It just feels so much more personal than video shot from a tripod.
Just Do It
I know it’s not every author’s content creation cup of tea, but video is becoming increasingly important as a medium to connect with new readers and strengthen the following of existing readers. As with everything, you’ll feel uncomfortable at first, but I urge you to persist. You’ll see a vast improvement in the engagement with your content, the reach of your platform, and the loyalty of your existing readers.