If you’re anything like me, you freak out when it comes to handling new technology (like video cameras!). Or, you may be scared to even handle something like that. Because videos are a great addition to your website, we invited Ernesto Segismundo Jr. of FYLMIT.com to share his expertise on the main elements of an engaging video. If you don’t know where to even start when it comes to adding a video to your therapy website, then this post is definitely for you!
A guest post by Ernesto Segismundo Jr.
Great quality videos can take your business to a whole new level by creating awareness and interest. Videos done well, can bridge the gap between you and your target audience—fostering your relationship with them. However, just as great quality videos can help your business, poor quality videos can harm as well. Before you decide to utilize videos to promote your practice, know these four main elements to having great quality and engaging videos.
Sound quality is a must!
I cannot stress enough about the importance of sound/audio quality in a video. People are very tolerant of visuals (i.e. shaky video footage, odd angles, poor lighting, etc.), but when it comes to sound—not so much. Ambient sounds such as the humming air-conditioning, traffic noise, wind, chattering voices in the background, and an echoy room can be very distracting for your audience. Keep in mind that the built-in microphone in your DSLR is an omni-directional. And it can pick up distracting sounds and noises in your environment. It is very difficult for many viewers to appreciate videos with great content and beautiful picture, but has very poor audio!
Solution: 1) Use a shotgun or a lavalier microphone. 2) Record the audio separately from the video then sync them together in editing. 3) Sit closer to your camera when recording. 4) Eliminate any distracting noises/sound in your environment.
Communicate relevant purpose within 10-15 seconds
People are finding it difficult to pay attention these days. With the amount of content on internet, there are tons of information readily accessible for people. People quickly sort through content (i.e. video, blogs, and article) that best meet their current needs. If the most valuable introduction to your content is mentioned a minute into your video, people will miss it because, chances are, they’ve clicked to another video!
Communicating relevant purpose means letting your audience know the “how and why” of your content, instead of the “what.” For example it’s more appealing to your audience struggling with depression, to learn how to cope with depression and why it is important to cope with it—instead of focusing on what depression is.
Solution: 1) Briefly mention what your video is about within the first 10-15 seconds. 2) Come up with a catchy and/or engaging phrase about your video. Present an issue and then mention possible solutions (ex: “We all struggle with depression from time to time, however in this video I will explain for 4 simple steps to cope with your depression. Please stay tuned”).
Include an emotional component
There are a few emotions that captivate and engage us in a powerful way. Emotions such as sadness, fear, anger and inspiration are emotions that can stimulate our hearts as well as our intellect. Emotions also move us to action and also increases our awareness.
If you are a dog lover, you understand the emotional pull when viewing a commercial or a video about an abused/neglected dog. We feel a sense of sadness, anger, helplessness, and even injustice for dogs.
Emotional component in videos can be achieved, not only with the content in your video, but also by your tone of voice, facial expression, and body language.
Solution: 1) Stick to content that you are passionate about. 2) Take note of all the areas in your message where you need to emotionally emphasize. 3) Be aware of your body language and facial expression. 4) Don’t be fake. People can detect fake! Be true to yourself. Let your passion drive your content and it will surely prevent your videos (and you) from appearing fake!
Be mindful of the length of your video
Depending on the type of videos you are trying to create, length is significant. If you are doing a video blog, you can pull of about 2-3 minutes. However, keep in mind that the longer the video, the higher the chances that your audience will click away. With instructional (“how to”) videos, you can pull off about 10 minutes.
For longer videos, such as workshops, interviews and seminars, you have to get creative and add a few visuals (i.e. power point, pictures, and other videos to emphasize your points). With longer videos, you have the task of keeping the attention of your audience. For those of you who are professors and teach a 4 hour course like I do, you understand the struggle!
Solution: KEEP IT SHORT!
For more information about how to have your own video promoting your practice please visit FYLMIT.com. FYLMIT.com is a videography company that specifically creates promotional video for mental health professionals. Thank you and I look forward to connecting with you!
About the Author: Ernesto Segismundo Jr. is a licensed marriage and family therapists practicing in the state of California. He is also a professor at Hope International University, a clinical supervisor and a videographer.
You can learn more about Ernesto, and his business, here: https://www.youtube.com/watch?v=qbk89_ipS1c