Don’t Make These Video Mistakes!

You want to know the BIGGEST reason people don’t do video?

FEAR.

Video is an unknown, uncharted world for many business owners. And the unknown is scary. Really scary. Just ask any child who swears they have monsters under the bed.

What we don’t know is kind of terrifying.

But it also has the potential to make our dreams come true.

Because no great success came from staying safe.

I’m shedding some light on this scary topic of video by highlighting the four biggest mistakes businesses tend to make when doing video.

AND I’m going to tell you how to NOT make these mistakes in today’s video!

 

 

How to Make a Kickstarter Video in Five Easy Steps

Have you heard the news? Crowdfunding is all the rage right now. With websites like Kickstarter and Indiegogo, innovative product-based companies have the potential to raise a TON of money from small independent donations and, if they’re really lucky, go viral.

Case in point: take a peek at the Kickstarter campaign of the summer: the RompHim. Everybody is talking about this Kickstarter campaign– it even caught the attention of Saturday Night Live where they featured it on their Weekend Update segment. Talk about a viral campaign!

Every crowdfunding campaign needs a great video to accompany it. In the past, we’ve produced successful crowdfunding videos for everything from food start-ups to handbag companies. That’s why we jumped at the opportunity to work with an apparel company that seeks to carve out an entirely new category that combines a sweatshirt and a bathrobe. Wait for it… It’s called the DudeRobe!

duderobe-eric-by-paige-media

The DudeRobe, as you can imagine, is a robe made for dudes. It features towel-lining on the inside and sweatshirt material on the outside. From personal experience, I can tell you it’s super comfy and you’ll have a hard time taking it off.

We’re getting more and more calls for crowdfunding videos lately and since these campaigns are so hot right now, I’m going to walk you through the process we used in developing the DudeRobe Kickstarter video. If you’re antsy and want to skip right to the campaign, click here.

Step 1: Determine the problem you’re solving.

Only in rare cases (like the Chia Pet) will people flock to something that doesn’t solve a problem. The RompHim is a one-piece summer fashion statement that makes you stand out. “Turn heads and break hearts” they say on their Kickstarter page. Problem: fitting in. Solved.

For the DudeRobe campaign, the problem is that robes aren’t cool enough for a dude to feel comfortable wearing out in public or hanging out with his buddies. With DudeRobe, they’ve solved that problem!

This is the first piece of the puzzle. Once you can identify the problem your product solves, you’ll start forming concept ideas around that problem. For many Kickstarter videos, they spell out the problem IN the video. Take Onsen Towel, for example. In this video, he starts by actually listing the reasons WHY current towels suck. It can really be that simple.

Step 2: Determine who you’re solving that problem for.

A wise person once said “if you are selling to everybody, you’re selling to nobody.” I can’t emphasize this enough for your Kickstarter campaign video: get clear on your audience. Once you know who you are helping, you can figure out how to get to them. You can also know how to speak to them. Different video styles appeal to audiences in different ways. In order to get into your audience’s head, you need to know WHOSE head you’re getting into. No brainer, right?

Bottom line: a great Kickstarter campaign has a clear target market. RompHim is a great example of this– they are hitting a very specific demographic.

DudeRobe’s target market? The active guy in his mid-20s to 50s who loves to have fun, look good, and be comfortable.

Step 3: Nail down your call-to-action.

The two most important elements in your video are the hook and the call-to-action. We’ll talk more about the hook in step 5. But I prefer to start from the end and work backward. Ask yourself what you want from your audience. Keep in mind it needs to be simple and it needs to be singular. In other words: ask for one thing and one thing only.

Most Kickstarter videos have the same ultimate goal: they want to inspire people to donate.

How are you going to do this? Will you have an incentive at the end? Will you have a motivational “rally call”? For DudeRobe, we stated simply “join the robe-olution. Back us on Kickstarter.” Simple. No email addresses, no Facebook logos, no “learn more…”

This should technically be the simplest piece of the puzzle, but I come across so many call-to-action faux pas, it makes my head spin. Check out my 5 Steps to a Killer Call-to-Action video if you want to avoid these pitfalls.

Step 4: Tell a story.

Now that you have a strong call-to-action, you need to make sure people will watch your video long enough to get there. Bottom line: a Kickstarter video MUST be entertaining. It can be funny, like the baKblade 2.0 body shaver. But don’t be mistaken: entertaining doesn’t always mean funny. Entertaining could mean fast-paced and exciting like the Baubax travel jacket.

Here are a few questions to ask yourself when planning out your Kickstarter video. A lot of these questions will also determine how much the shoot will cost:

    • What is the tone of the piece?
    • How many locations will you need?
    • How many actors will you need?
    • Will you use voiceover?
    • How will you use titles? (Notice I said how, not if. Titles are a non-negotiable.)
    • What kind of music will you use?
    • What props will you need?
    • How will you make every single second of the video count?

Telling a strong story is key to this step. Use visuals, motion graphics, titles, music, voiceover– anything you think will propel the narrative and make the most of each and every second of your Kickstarter video.

For the DudeRobe Kickstarter campaign, we chose to walk through the life of an everydude named Nick. The “conflict” in this story is essentially the problem that this product solves: there are no robes that keep dudes dry and look good. We showcased the problem and solved it with the DudeRobe, tying everything up with a nice little ribbon at the end.

Step 5: Nail the hook.

The most overlooked piece of real estate on the Kickstarter page is the video thumbnail. Your audience will see this thumbnail before they watch the video, and they will determine from that one still shot whether it’s worth clicking “play”. Once they click play, you have merely seconds to grab their attention. This is called the hook. Use that time wisely. Really wisely.

For the DudeRobe Kickstarter video, we introduced our dude right away and hit our perfect target market in the process. This leads me to another point: casting is important, people. Don’t overlook the importance of having a strong cast. Our “Nick” was the perfect guy for the part. He was funny (but not goofy) and totally relatable!

Introducing this really relatable everydude with good music and a strong title was our hook. It makes the viewer think “hmm, I like this guy. Tell me more about Nick.”

There you have it: five steps to creating a successful Kickstarter video. To summarize: bookend your Kickstarter video with a solid hook and call-to-action, and tell an entertaining story in between that speaks to your audience and solves their problem. BOOM, you’ve got Kickstarter video magic!

Click here to check out the final DudeRobe Kickstarter video (and maybe even join the Robe-olution).

duderobe-by-paige-media

 

 

I Shot This Video on my iPhone…

It’s not about your fancy video equipment.

It’s not about spending buku $$$ on a shiny video studio.

It’s not about hiring a makeup artist (or MUA as we call them in the industry) to get you all glammed up before you go on camera.

It’s about building a gigantic

video-library-paige-media

 

(can you hear that echo down the hall?)

That’s why I shot this really down and dirty video on my iPhone, with MINIMAL prep time and makeup.

And I took it one step further: I edited this video with FREE software on my computer (aka iMovie). I didn’t hire an editor or use any high-end video editing products. I used what I had because I want to prove to you how incredibly easy video is to do-it-yourself.

So watch the video (it will also teach you about a little thing we call “b-roll”…two birds, amiright?)

 

Why Scripts Suck

Three years ago, I transitioned out of the acting world and ventured into the land of improv comedy. The big difference: improv has no scripts. Yes, you have a format and a curriculum in which to play. And you can study it and master it just like any other art form. But the words are all your own. The creativity you bring to the table is uniquely yours.

It allows you to be playful and creative within a tested framework.

What comes out when you allow yourself the freedom to play?

Silliness.

And more importantly:

HUMANNESS.

Paige Does Improv by Paige Media

When you become human, you become real– not just a social media handle, not just a photo, not just words on a screen.

So should you use a script in your videos? You probably already know what I’m going to say (or maybe you’ll be surprised).

In today’s video, I answer that question.

Plus I give you a simple format to follow so you can crank out precise content every single time.

No time to watch the video? Here’s how to format your content:

  1. Hook: catch your audience’s attention right off the bat.
  2. Beginning: Transition into your topic.
  3. Middle: The juiciness of the video. Get to the value you are going to deliver!
  4. End: Wrap it up with a nice bow.
  5. Call-to-action: What do you want the audience to do once they’re received this valuable information?

There you go! Whether you use a script or an outline, it’s personal preference.

But I personally hate scripts. Unless it was written by a literary genius like Tennessee Williams or George Bernard Shaw.

 

 

How I Increased Reach on a Facebook Video by 3000%

Yes, you read that right. I posted the same video twice on my Facebook business page. One video reached less than 200 people and wasn’t shared at all.

The other reached almost 6,000 people and was shared twelve times!

facebook-video-compare-Paige-Media

So what did I do differently?

How does the same video posted twice have such dramatically different results?

Here are the three things I did differently the second time around:

    1. I uploaded directly to Facebook. Rather than copying and pasting the link from YouTube (like I did for the first video), I clicked “upload photo/video” on the front page of my business page, and I uploaded the video file there. Facebook prioritizes video content that is hosted on their site because they don’t want anybody leaving Facebook. It isn’t good business strategy to push people AWAY from your business, is it? This is the same idea. Facebook loves video content. And they especially love video content that is hosted right there on Facebook. So avoid copying and pasting from external sources.
    2. I added subtitles. Facebook has this really cool feature where videos autoplay without sound while you’re scrolling through. You’ve probably noticed this! Most people don’t turn the sound on while watching these videos. So if you turn on the subtitles option, you will reach all of those people that watch videos without sound. Are you one of those people? I am!
    3. I shared my own video! After sharing the video on my business page, I then clicked over to my personal page and shared that video (with a little comment about my latest video). So technically one of those twelve shares was my own. It’s not cheating. It’s good video strategy because it’s telling Facebook this is a video people want to see. It will boost your video visibility on your followers’ news feeds so more people see it!

Did you post a video to your Facebook page that didn’t get as much traction as you expected? It’s ok to repost it using some of these tactics. It’s called optimization, and it’s how you boost your online visibility with video.

In case you’re wondering, the video I re-posted was my rap video. Click here if you haven’t seen it yet:

 

How to Plan Your Content Videos

Planning your content is half the battle when you’re diving into the world of content marketing, especially content marketing with video. For video marketing, it’s even more of a challenge because there are so many moving parts: scripting, shooting, developing a shot list, securing location and props, editing, uploading, tagging, sharing. Just thinking about all of it is exhausting.

Here’s a really simple 6-step process to organize your video content ideas.

  1. Topic.
    First, determine the topic of your video. Does it fall into a specific category of expertise? Or is it a one-off special video? The topic will determine everything from the story you tell to when you release the video, so this is always step one.
  2. Goals.
    You can use a video to sell something, to share an idea, to inspire others; the goals are endless. Pick one to three goals for your video, and stay focused on these main goals throughout the creation process.
  3. Hook.
    How will you get people interested and excited about this topic so they’ll keep watching? This can be a simple one-sentence promise like “by the end of this video, you’ll be a better chef” or something visual like a tight shot of someone’s hands chopping vegetables.
  4. Main Points.
    Now, list out the main points of your video. This is the bulk of your content, the juiciness! Listing a specific number of tips or ideas is a great way to keep people watching your video through to the end. Or tell a really compelling story. Your main points should be just as energized as the hook. Keep the momentum going!
  5. Call-to-action.
    Without a call-to-action, your video isn’t marketing anything. What do you want this video to accomplish? Go back to your video goals list and determine the answer. You figured out what you’re looking to accomplish, now how will you actually accomplish that? Ask for what you want: subscribers, email sign-ups, watch another video, etc.
  6. Schedule.
    Now, it’s time to put your video creation into action with a schedule. Based on the content, figure out when this video will be shot, edited, uploaded, and shared. And stick to that schedule.

Click here for a free downloadable video planner that you can use for all of your video content.

 

YouTube: A Love Story

She was in a wheelchair.

But that wasn’t the first thing I noticed about her. The first thing I noticed, the first thing probably anybody notices about her, was how beautiful she is. I’m not just talking about her gorgeous blonde hair, gathered that day in a messy top knot, or her ear-to-ear smile that set the room aglow. No, her beauty came from a much deeper place than that.

It was impossible to miss.

Her name is Kristen. And we met each other through YouTube.

Growing up, Kristen was a competitive gymnast, chasing her big Olympic dream. But her journey was stalled by a number of challenges. She often left gymnastics practices in severe pain. She was in and out of doctor’s offices, undergoing countless tests and injections for juvenile rheumatoid arthritis. Instead of going to prom or homecoming games, she was forced to stay home and ingest an ongoing cocktail of medications.

Her body wasn’t like all the other “normal” kids. But she kept fighting. She was determined to become an Olympic gymnast. Gymnastics was her life.

Then one day, everything flipped upside down. Kristen walked into the emergency room for what she thought was a minor infection, not realizing at the time that she wouldn’t be walking out. While in the hospital, Kristen’s body attacked her spinal cord, leaving her paralyzed from the waist down. The doctors told her she’d never walk again.

I first discovered Kristen when she left the best comment I’ve ever received on one of my videos. She was looking for tips on vlogging, and she randomly found my channel. Curious about this mystery commenter, I started browsing her channel. That’s when I came across this video of her telling her entire story. For all twenty six minutes, I was in awe of this woman, driven to tears by her admirable vulnerability and unwavering positivity. Kristen radiated love.

So how did we end up meeting in person (or IRL as the kids say)?

Here’s the part that will give you goosebumps:

Remember those doctors who told her she would never walk again? She said goodbye to them and found a place where the word “hope” is literally plastered on the walls. It’s called The Kennedy Krieger Institute in Baltimore, Maryland.

The physical therapists there are hopeful, positive, and strong-willed. Just like Kristen. And I know this because one of Kristen’s therapists…is my sister, Rachel.

I just happened to be visiting Baltimore the day Kristen walked (yes, WALKED) across the finish line of a 5K race, and broke down in tears in my sister’s arms.

Kristen and Rachel

That’s my sister Rachel on the right!

Kristen is why I do what I do. Kristen’s story is just as beautiful as she is, and it needs to be shared. She is a reminder to love everyday, appreciate the gifts you have, and always keep fighting.

Do yourself a favor and watch Kristen’s story today. Let it be a reminder that there is still plenty of love in this world.

 

Happy Valentine’s Day,

Paige

*This story is shared with Kristen’s permission!

I’m Published!

Today I’m not blogging on my own blog. Maybe it’s a dumb move on my part to redirect you to another website, but I want to share my latest published post with you!

It’s a post that I recently wrote for on another blog.

And not just any blog: Production Hub!! They are the go-to online site for services in the production industry. I get a lot of freelancers there (insider tip!).

They asked me to write an article for them about developing the message of YOUR brand video, and it’s super juicy!

Click to read all about it. (But feel free to come back here after and tell me what you think in the comments.)

 

More Video in 2017

Alert the press! Paige Media is on a serious mission this year. It’s a bold mission, so we need your help to make it happen.

Before I tell you what that mission is, let me show you this:

Only 22% of business owners will use video in the next year

ONLY 22% of small business owners are using video content this year. Can you believe that? That means 78% are NOT! And that’s totally mind blowing to us. Like, it almost enrages us.

That brings us to mission time. Our mission (and we’ve already chosen to accept it) is to:

Make video available and accessible to ALL small businesses!

More businesses NEED to be doing video. We live in a digital world where video is the ultimate sales tool.

Now is the time! It’s not too hard and it’s not too time consuming. In fact, your business can’t afford NOT to do video.

“But Paige…” you say “I don’t have a big budget for equipment.”

What if I told you that you already have all the equipment you need in the palm of your hand?

It’s true, and I’ve made a rap video that breaks it down for you.

Learn how to shoot video with your smart phone. And listen to a few sweet rhymes while you’re at it.

Now start making your own videos! Don’t be in the 78%.

 

The Hero of Your Business Story

The other day, I was minding my business on the subway when a teenage boy no older than fifteen walked into the car and started telling a story. Being a very familiar scene for any New Yorker, most times I simply tune out, reach into my pocket, and turn the music up in my headphones, careful that they don’t see me and think I’m reaching for money (I know this makes me seem heartless, and I swear I’m not).

When this boy started talking, though, I turned my music down and honed in on his story.

“Ladies and gentlemen, I’m sorry to interrupt your ride,” he started, “but my sister has Cerebral Palsy, and I’m saving up to buy her a new wheelchair.”

This was a new one for me. He wasn’t selling candy, he wasn’t looking for food or a place to stay. His ask was completely selfless.

He continued, “so if you can spare anything, anything at all, it would help my sister out a lot, and we would both greatly appreciate it.”

Now, who’s to say whether is was true or not. But his story sparked something in me, and in the other train passengers. They pulled out bills (not coins…BILLS) to give to the young boy.

The Hero's Journey Chart

Image courtesy of www.designingsomething.com

As a marketer, this situation made me ask myself “why did these people give? What triggered them emotionally to the point of reaching into their pockets for spare dollar bills?”

And it brought me back to the classic hero’s journey from grade school English class. Image courtesy of: www.designingsomething.com

To refresh your memory, the hero’s journey follows a protagonist through a series of events that facilitate him/her experiencing some sort of transformation or significant change. That’s the key: the protagonist always returns a changed person.

When we apply that archetypal model to the subway example, the hero of that story isn’t the boy and it isn’t his sister: it’s the person that gave money. THAT’S where the transformation in this story occurred. These people had their headphones in and their books to read; they didn’t want to be bothered. That day, the boy’s story took each subway passenger through their own personal hero’s journey.

Now let’s circle back to your business story.

In your business story, you are not the hero.

Let me repeat that one more time.

YOU ARE NOT THE HERO of your own business: the audience is the hero. And when you make the audience the hero, you give them the power to do something good for themselves and for the world.

Your job is to move your audience to the point of transformation so they are willing and excited to take part in your story. It’s a simple shift you have to make in telling your business story, but I promise it will make a major impact on how your audience relates to you and how you help them through their own transformation.

So do that right now. Rewrite (or just write) your business story. Make your reader the hero. And leave a comment about how it works for you.

 

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