Maximising Your Video Flow

This article features the wisdom of Nick Creedon, a video production guru who has developed a foolproof framework for making powerful videos that will help you market your business.

The purpose here is to create a 2-3 minute-long video to engage your audience and establish your authority.

First off, don’t expect perfection. The key to an effective marketing video is getting the flow right, which ultimately comes down to understanding the core structure of a successful video.

Here’s a three-part strategy to nail your video presentation.

1. Lead with a hook.

The first 10-15 seconds of your video are going to determine whether or not people stick around to watch the rest. These are the most critical moments to draw people in and captivate them, so make them punchy.

A good starting point for your hook is a quick introduction of yourself and your brand. Then, jump straight into your promise. Set expectations for your viewers. Give them an enticing summary of how this specific video will benefit them. Express value, then instill desire.

While you’re at it, set your time frame. Let them know it’ll only be a couple of minutes of their time, and that it’ll be a couple of minutes well spent.

2. Place your product.

The first piece of content you want to share is something educational and unique. This is your big product-moment, and while it’s not about selling the product, it’s an essential name-drop that tells viewers what you do. This segment leads into the main part of your video by establishing your credibility and contextualizing the content you’re about to dive into.

This stage can often sound something like this: “I was hosting my regular two-day intensive last week when one of my clients asked me…”

This is a great opener that tells your viewers about these two-day intensives while also showing them that other people value your opinion. Remember, this product isn’t necessarily the main point of the video, but you’re letting people know what your main business offer is.

The most important note to take away from this second step is to never assume your viewers know who you are or what you do.

3. Divide and conquer.

Often, you’ll start off your video with a great idea of what you want to say, but then you get lost in your thoughts and end up rambling. When it comes to filming, divide your content up into six parts to help you stay on track. Keeps notes handy and check in with yourself regularly. You can always pause between segments and edit the video after cutting any excess time.

Tip: You don’t need a pro videographer to edit your videos. There are a ton of programs out there that make it easy, like Canva or iMovie.

Here is the ideal six-part flow for every video:

1. Branding
   Introduce your company and situate it within your industry.
2. Promise
   Tell viewers what they’ll get out of the next couple of minutes.
3. Seed
   Name drop what you do overall as a business.
   
4. Teach
   Share the bulk of your content and the main point of this specific video.
5. Call to Action
   Be specific about what you want people to do after they’ve watched the video.
6. Sign Off
   Make it yours with a focus on selling, sharing, and/or branding.

Tip: Your call to action should be brief, but it’s entirely essential. There’s no point in telling people about your product or service without giving them a clear next step.

Setting Up to Film

When it comes to planning your video, here are three pro tips that can help you feel relaxed and confident, while also being authentic and professional.

1. Consider the background
   Avoid using a virtual background. Try filming somewhere that reflects who you are, like your home office or outside your favorite coffee shop.
2. Natural light is best.
   Not only does natural light make your video clear and crisp, but it’s also often the most flattering!
3. Watch your shadows.
   Don’t stand in front of bright light because you’ll be backlit. Don’t stand below or beside a bright light because the shadows will be too heavy.

You may struggle to work up the confidence to film a video at first, but I promise you, that confidence will come with time. Make the video. Whether you share it or not, practice getting in front of the camera and talking about your business. The more you practice, the better you’ll get. And with this simply three-part strategy, you’ll get your video flow nailed in no time!