Video delivers your brand in a way that nothing else can.
Your entire blog could be about the best way to organize html coding in a text editor. Now, this is not a very “personality-oriented” topic, for sure. So you might think that video is insignificant for that kind of blog.
In fact, that’s the very kind of thinking that keeps most “tech” bloggers off the video screen, and tightly secured behind text and image (usually screen capture images of tech stuff).
It’s also the reason that many tech bloggers, and micro niche bloggers in “non-personality” arenas, like, maybe medical procedures and the like… don’t focus much on their personal brand. They’re more involved in their craft and their product, than they are in parading their personality about town
Caution: You might not think your personality is important in your niche, but it is!
If your blog is about Fixed Chimney Bull’s Trench Kiln technology (FCBTK) in Southeast Asian brick production (I hope it’s not!)… guess who your readers are…
First and foremost, they are people, as in human beings with emotions, feelings, ambitions and dreams.
They are not kiln technology drones.
So, while they may be interested in your techno-babble about kiln technology in brick production, they are interested FIRST in you… who you are, what you look and sound like, what drives you, how can they engage with you, do they want to engage with you.
You see, it’s really all about the messenger, not the message.
Think of universal string theory and astrophysics.
Would you expect that to be a personality-driven niche?
I think we could both agree it is not.
Yet, Michio Kaku can capture the very breath of fainting fans groping frantically at their autograph books when he talks about things like this:
[color-box]”… there are an inﬁnite number of parallel realities coexisting with us in the same room, although we cannot “tune into” them. Although these worlds are very much alike, each has a different energy. And because each world consists of trillions upon trillions of atoms, this means that the energy difference can be quite large. Since the frequency of these waves is proportional to their energy (by Planck’s law), this means that the waves of each world vibrate at different frequencies and cannot interact anymore. For all intents and purposes, the waves of these various worlds do not interact or inﬂuence each other.”
Now, I don’t know about you, but that doesn’t sound like super-star content that would get you anywhere near being the next American Idol.
But Michio Kaku has achieved celebrity status, not because of his message, but because of his style of delivery and his personality.
And this is largely owing to his presence in front of the television camera.
Now, as bloggers, we don’t need to, and probably don’t even aspire to achieve celebrity status. Few of us anticipate leveraging our blogs into prime time television shows broadcast around the world.
Nonetheless, every blogger… EVERY blogger, needs to develop a personal brand with his or her readers. Not with the world… but with the entire universe of his/her readership.
That’s because people don’t buy products, they buy people.
People don’t read blogs, they visit bloggers.
People don’t want just technical or strategic solutions. They want to know there is a real person who really cares about their problems… and wants to help solve them.
THE ROLE OF VIDEO
Using video on your blog is probably the most real and authentic way for you to communicate with your readers.
Now, I understand that a lot of people aren’t comfortable in front of a video camera. But you don’t have to face the camera to do effective videos.
Screen capture video gives you the opportunity to talk to your readers directly and let them know who just a little bit about the type of person you are.
PowerPoint, or text-based video presentations are also a way to get a bit real with your audience.
These types of videos give your followers a chance to hear your voice. Maybe they can get a glimpse of your sense of humor, your sincerity or your determination.
These are all things that are far more difficult to share just by writing blog posts, no matter how helpful and informative they are.
Of course, the very best way to use video is by squaring off and facing people, and talking to them, person to person, one on one, up close and directly.
So, I strongly encourage you to try doing some face to camera videos.
You may be uncomfortable doing them, but I guarantee you that your audience will love it.
Just think of how you feel when you get to see and hear someone on a video on their contact me page, or maybe embedded within their post.
Don’t you start to feel just a little more like you “know” this person?
Don’t you start to build just a little rapport with him?
Don’t you feel like they’re a bit more approachable and real?
Of course you do. Everyone does.
That’s why video is the best way to connect with your audience.
I’m not talking about long, rambling tutorials, here. Even a 60 second bit about why you like a certain strategy or technique. It doesn’t have to be substantial, it has to be human. If it’s entertaining, fun or personable in any way… all the better, but totally not necessary.
If the tenor of your blog is more instructional and technical, that’s okay.
You can still get real with your readers.
Remember Michio Kaku?
Physics is not the friendliest language in the world, but Michio sure makes it feel like it is (check out some of his YouTube videos to see what I mean).
If you have a 5-minute tutorial, screen capture video, why not add a 20 second face to camera clip of your introduction. Join the clips with a schnazzy little transition and there you go.
If you have a problem with language or just really can’t bring yourself to the camera, maybe hire a friend, someone in your circle of fellow bloggers, or grab a Fiverr gig for someone else to do the video for you.
The closer your video brings YOU to your audience, the strong the relationship will be between the two of you.
Blogging is first and foremost, about branding “YOU” as an authority, expert, leader, and mostly, someone who cares about their readers.
Video gets you there faster and more effectively than any other method.
Happy video production!
And now… I’d love to hear what you think.
More importantly, how might you you be able to start improving your game with video?
How can you use video to deliver your brand?