You know the idea in math that two negatives equal a positive?

The same thing exists in your video marketing.

Keep that in mind as you go through this article.

Uncomfortable On Camera

Have you ever felt a bit awkward on camera and wondered if you're the only one? Well, you're not alone.

I’m here to tell you that feeling a little awkward is perfectly okay!

Even though I’ve done countless of videos, well into the 1,000s, if I take a couple weeks off from making them - I’m back to feeling awkward, uncomfortable and mixing up my words and thoughts.

In this article, lets deep dive into the world of video marketing and why it's absolutely fine to embrace your initial awkwardness.

You’ll get valuable insights and practical tips to not only ease those on-camera jitters but also turn them into assets for your video marketing success.

So, if you've ever wondered whether video marketing is right for you or if you've ever hesitated to hit that record button, you're in the right place.

By the time you finish reading, you'll not only understand why it's okay to be awkward, but you'll also have the confidence to step into the world of video marketing and thrive.

Do You Really Need Video Marketing?

In a world where every marketing guru seems to be chanting the mantra of "you must do video marketing or die," it's essential to take a step back and evaluate.

Do you really need video marketing to survive in your industry?

The short answer, according to me, is no.

No doubt video marketing is valuable, but it's not a life-or-death necessity for your business.

It’s easy to feel like something is a do-or-die in business. Especially when it feels like everyone is doing it. And if you’re struggling with lead generation, conversion and revenue - you might be looking for any answer. Even if it’s not the right answer.

Survival Beyond Video: Think about your business as a living organism. What does it need to survive? Certainly not just video marketing. Just like you don't rely only on bread for your nutritional needs. Your business doesn't depend only on one marketing method.

If video marketing isn't your thing - it doesn't mean you're destined for failure. Remember, there are countless successful businesses that thrived long before the age of video marketing.

Think about a writer like Stephen King. What if he was told that to be successful he had to be an actor or a director. He’s a writer. So he wrote.

The Value of Variety: In the expansive landscape of marketing, variety is your ally. Video marketing can be a powerful tool. But it's one piece of a much larger puzzle. Your marketing strategy should include many modes and methods. And not just tailored to your unique strengths but the preferences of your audience.

Let Go Of FOMO: Don't let the hype and the fear of missing out (FOMO) push you into video marketing if it doesn't align with your strengths or business goals. Video marketing is a fantastic tool when used correctly, but it's not the sole determinant of your business's fate.

You have the freedom to choose the marketing methods that resonate with you and your audience.

Beware of the Mob Mentality

It's not the first time we've seen a mob mentality when it comes to marketing trends. Remember the era when everyone was convinced that blogging was the only path to success? Well, here's the reality check: Many who never embraced blogging are still thriving in their fields. It's a reminder that blindly following marketing fads isn't always the key to success.

Two Components of Video Marketing

To master video marketing, you need to understand that it’s made up of two primary components: production and performance.

While content matters, it largely depends on how well you execute these two aspects.

Now that we've established that video marketing isn't a "must-have or else" scenario, let's dive into the heart of what makes good or bad video marketing.

1. Production: Crafting the Visual Experience

Production refers to everything that goes into creating the visual and auditory elements of your video. It's the behind-the-scenes work that determines how your video looks and sounds. Here's a breakdown of key production elements:

• Camera Quality: The type of camera you use affects the video's clarity and resolution. While professional cameras offer the best quality, modern smartphones can also produce high-definition videos.

• Lighting: Proper lighting is essential for a clear and visually appealing video. Adequate lighting reduces shadows and make sure your face (or subject) is well-lit.

• Sound: Clear audio is just as important as crisp visuals. Invest in a good microphone to capture sound without interference or background noise.

• Editing: Editing involves trimming, rearranging, and enhancing your video to make it more engaging. Editing software allows you to add graphics, text, and transitions.

• Backdrop: Your video's backdrop or setting can set the tone and convey your message. It should align with your brand and not distract from your message.

While these production elements contribute to the overall quality of your video, remember that perfection isn't necessary, especially when you're starting out.

High production values can even amplify feelings of awkwardness if your on-screen performance doesn't match the professionalism of your production.

2. Performance: Bringing Your Message to Life

Performance is where your personality and message shine through. It's about how you present yourself on camera and connect with your audience. Here's what to consider:

• Authenticity: Authenticity is key. Be yourself on camera. Authenticity builds trust with your viewers.

• Confidence: Confidence comes with practice. Even if you feel awkward initially, keep showing up. Confidence will grow over time.

• Engagement: Engage with your audience by maintaining eye contact with the camera, smiling, and using a friendly tone.

• Clarity: Speak clearly and concisely. Avoid jargon or overly complex language that might confuse your audience.

• Storytelling: Stories are powerful. Use storytelling techniques to capture your audience's attention and make your message memorable.

The relationship between production and performance is what makes a video truly effective. A well-produced video with a confident and engaging performance can captivate your audience.

But, a great performance can compensate for lower production values.

The Awkward Reality of Performance

One thing most beginners fear about video marketing is feeling awkward on camera. It's a universal experience, and even seasoned professionals have been there. So, it's perfectly okay to embrace the awkwardness. As Ricky Bobby would say, "What do I do with my hands?"

It's all part of the journey.

It’s not normal to sit in a room by yourself and talk to an object. That’s why practice, time and mindset matter in becoming better on camera.

The Paradox of Production Quality

Now that we've unpacked the two main components of video marketing, production, and performance, let's talk about a common misconception – the paradox of production quality.

It's a plot twist that surprises many aspiring video marketers. Many believe that investing in high production quality will make them look less awkward on camera. However, this often results in the opposite effect. High production quality can magnify your discomfort, leaving the audience wondering why your performance looks so uncomfortable.

The Illusion of Perfection: When you first start your video marketing journey, it's natural to believe that high production quality is the key to looking polished and professional on camera. After all, we often associate top-notch visuals and crystal-clear sound with credibility. It's a fair assumption, but it's also where the paradox begins.

The Awkward Disconnect: Here's the catch: investing heavily in production quality, like using professional cameras, fancy lighting setups, and expensive microphones, (besides typically being a procrastination technique) can create a stark contrast when your on-screen performance doesn't match the production's professionalism. Imagine watching a video where the visuals are flawless, the lighting is impeccable, and the sound is crystal clear, but the person on camera appears uncomfortable, stumbles over words, or lacks confidence.

The Uncomfortable Truth: This awkward disconnect can be unsettling for the audience. They may find themselves wondering why the video looks so good, yet the person on screen seems uneasy or unsure. It can even lead viewers to question the authenticity of the video as if they're watching a scripted performance rather than a genuine interaction. It might not even be something that they are consciously thinking about. They just know something feels off.

The Power of Authenticity: What's important to understand is that authenticity trumps production quality, especially in the world of video marketing. Your audience values real, relatable interactions. They want to connect with a genuine person, not a perfectly polished character. It’s more about being an Approachable Resource vs the Absolute Authority.

Balancing Act: This isn't to say that production quality doesn't matter at all. It does, but it should complement your performance, not overshadow it. The key is finding the right balance between production and performance. Don’t get ahead of yourself.

Growing Comfortably: As you begin your video marketing journey, it's okay to start with simpler equipment and production setups. It's perfectly fine if your videos don't have Hollywood-level production quality. In fact, a touch of rawness can make you more relatable.

Upgrade As You Improve: As you gain confidence and become more comfortable on camera, you can gradually invest in better production equipment. This approach ensures that your production quality aligns with your growing on-screen presence.

Embracing the Awkwardness

Remember the math rule that two negatives equal a positive? Well, it applies to video marketing too. If you're awkward on camera (negative), and your production is also low quality (negative), it creates an alignment that resonates with your audience. It’s totally fine to be on your phone, without pro lights, and struggle with concisely delivering your message in your early videos.

What Now?

It's perfectly okay to be awkward when you're just starting with video marketing. In fact, it's expected.

Embrace the discomfort, and remember that two negatives can equal a positive in the world of video marketing. As you continue to show up, improve your performance, and gradually enhance your production, you'll find your stride and create content that truly connects with your audience.

Now is the time to grab your camera, hit record, and do your best you on camera. Don't let the fear of awkwardness hold you back from the powerful world of video marketing. Show up, be yourself, and watch your business thrive.

Here are some steps to help you on your journey:

1. Start Small: Begin with your smartphone or a basic camera. You don't need fancy equipment to get started.

2. Practice: Don't expect perfection right away. Practice making short videos, even if they feel awkward. It's all part of the learning process.

3. Be You: People connect with real, genuine individuals. Embrace your quirks and unique qualities. They make you, you! You don’t have to be over the top when you’re on camera.

4. Learn from Others: Watch videos from successful video marketers. Pay attention to their performance, not just their production.

5. Upgrade As You Improve: As you become more comfortable on camera, you can consider upgrading your equipment and improving production quality. But don't rush this step.

6. Consistency Is Key: Keep showing up regularly. Consistency builds trust with your audience, and it's a critical part of successful video marketing.

7. Seek Feedback: Don't be afraid to ask for feedback from friends, family, or your audience. Constructive criticism can help you grow.

8. Don’t worry about data: As you are starting out you might be concerned with click thru rates, hook rates and hold times. Don’t. Just focus on your content and your performance. After you get better you can worry about data.

Remember, there's no need to rush. Video marketing is a journey, and everyone starts somewhere. Don't let the fear of awkwardness hold you back from the benefits of this powerful marketing tool.

FAQs About Video Marketing

1. Do I really need to do video marketing for my business?

• No, you don't have to do video marketing to survive in your industry. While it can be valuable, it's not an absolute necessity. Many businesses have thrived without heavily relying on video marketing.

2. Is it normal to feel awkward on camera?

• Absolutely! Feeling a bit awkward when you start making videos is entirely normal. Even experienced video marketers go through phases of discomfort when they return to creating content after a break.

3. Should I worry about data analytics when I'm just starting with video marketing?

• No, it's not necessary to obsess over data analytics when you're starting out. Focus on creating valuable content and improving your on-screen performance first. You can delve into data analysis as you become more experienced.

4. What's the key to success in video marketing?

• The key to success in video marketing is finding a balance between production quality and performance. Embrace your initial awkwardness, keep practicing, and gradually enhance your production quality as your confidence grows. Authenticity, consistency, and engaging content are also vital components of success.

5. Can I start video marketing with basic equipment?

• Yes, you can start video marketing with basic equipment, such as a smartphone or a basic camera. You don't need fancy gear to begin. What matters most is the content you create and your on-screen presence.

6. How can I overcome the fear of awkwardness when creating videos?

• The best way to overcome the fear of awkwardness is to embrace it. Understand that it's a normal part of the learning process. Start small, practice regularly, and be yourself on camera. As you gain experience, your confidence will grow, and the awkwardness will diminish.

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