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Video is the most powerful communication tool there is, next to being there in person of course. And video is the future of personal branding. Why?
- Thanks to Covid-19, more and more professionals are working remotely some or all of the time. And when the pandemic is over, it’s not likely that remote work will go away. Not being there requires communication tools that are more emotionally connective than words.
- Video is the preferred medium for consuming information—especially among millennials and Gen Zs.
- Clarity is key to successful communication, and when communicating with just the 26 letters of the alphabet, you’re limiting the richness and precision of your communications.
- YouTube is the second-largest search engine—after Google—so your content will be visible to those who use YouTube as their source of information.
- Video is very Google friendly. It’s more likely that content you publish in video will show up on page 1 of a Google search than the same content in text format.
Yet video comes with some hurdles. The biggest hurdle is a lack of comfort with creating video messages. We are much more likely to use text for business communication because that’s what we’ve been doing forever. It’s also a little less intimidating to use letters than to have our actual face deliver the message.
Despite these concerns, the fact that you don’t see everyone around you using video (or using it effectively) is the exact reason you should. In the not so distant future, video will become commonplace. Then it will be hard to stand out. Right now, the medium itself gives you the opportunity to build your personal brand so you can get noticed and be heard.
Here are nine ways to use video to express your message, bolster your brand and differentiate yourself from your peers:
1. On YouTube. The obvious way is to create videos for YouTube. Having a YouTube channel is a must for every career-minded professional. Focus your videos on sharing your expertise and point of view so people understand what your personal brand is about.
2. In Your Online Profiles. To make your profile more magnetic and compelling, add some video to augment the text. LinkedIn, for example, allows you to add video to a section called Featured which sits just below your bio (About).
3. As A Vlog. If writing isn’t your thing, a vlog is a perfect way to get your message seen and heard. Just make a plan to post consistently so your audience knows what to expect from you.
4. Facebook Live. This is a fun way to get people to connect with you in real time. It’s easy to do and differentiating.
5. Embedded Videos In Articles. If you have a regular blog or use the LinkedIn publishing platform to get your message out, combine your words with a video or two to create impact for your audience. Messages don't have to be text or video. They can be both.
6. Video Messages. If you have an important message to send, consider replacing your standard boring email with a vibrant video. You probably didn’t know you could send video messages to your LinkedIn connections, but you can. It’s a powerful way to make your mark when you’re nurturing relationships online.
7. Video Proposals. Want to get your boss to pay attention to your idea and take action? Instead of sending a dull Word document or PowerPoint, send a compelling video message. If you’re really ambitious, add b-roll and a soundtrack to your video proposal. It will make your boss pay attention. Sometimes the medium is the message.
8. Embed In Presentations. As a keynote speaker (now a virtual keynote speaker), I spend a lot of time making sure my presentations are unique and motivating. I include at least 3 videos in each presentation I deliver. They reinforce or enhance a key message and keep the audience engaged.
9. Turn Text Content Into Video. If you’re extremely reluctant to turn the camera on yourself, you can still use video to stand out. Tools like Lumen5 allow you to create videos from other content you’ve created. You can take a blog or article and turn it into a more attractive message, and you never have to turn on a camera on yourself.
Video inspires. It engages. It connects. And video is neither difficult nor scary once you get used to it. Spend some time thinking about how you can use video to stand out and get noticed by the people who matter to you. Then, carve out some time to try it out. After a small leap on the learning curve, you’ll soon become a fan.
William Arruda is a founder of CareerBlast and co-creator of BrandBoost - a video-based personal branding talent development experience.
