Think Like a Producer: How to Create Compelling Videos
Video is a powerful tool for authors.
Making your own video content means you don’t need to wait for producers or editors to say “yes” to you. You don’t need to wait to be found by the media. And remember—you won’t be discovered if you’re not out there to be found. That means the time is now to start creating content that supports your profile as an author and boosts the chances of a successful media pitch.
Why? Well, producers want to see what they’re agreeing to when they invite someone on their show. If you have an online presence full of fresh, interesting videos, they’ll know that you are someone their audience will find compelling—they will have seen you do it already!
So how can you create video that does all these things? It’s a matter of knowing your tools, deciding on your content, and making strategic decisions and how and when to share your videos.
1. Get to know video-creating tools.
While there are pros and cons to both live and pre-recorded videos, I prefer live videos. They can save you time (and energy) once you get the hang of them. Live videos also help you get over perfectionism. Plus, they keep you accountable, since if you said you’re going live at a certain time, you’ve got to stick to it! Of course, you can always re-use your recorded live content. For more tips, here is my guide to going live on social media.
You don’t need to spend a lot of money to create a set-up that looks professional. Good lighting is essential, whether that means sitting close to a natural light source or using lamps to create soft brightness. You can learn more about how to do this here.
When it comes to pre-recorded video, I am not a fan of virtual backgrounds or other video-production tools that change your background. Why? Well, they’re not high-quality, they don’t serve a purpose (besides hiding clutter!), and they take attention away from you. If you have a green screen, then this is an exception because it will look much better.
A real background is more professional and authentic. I suggest having your background be neutral and intentional. That could mean a neat office space, a wall with a painting or print, or even a blank wall.
Another great tool is Streamyard. Streamyard lets you stream live video to multiple platforms at once. You can also create an announcement about when your live video is airing so that people can plan to tune in. I use it for all my live-streaming of my show Inside Scoop. I have a class called Go Live Masterclass that teaches you how to create your own live-stream show and repurpose the video here.
2. Let your point of view decide your content strategy.
When deciding what topics you want to focus on, it’s important to define your point of view.
A lot of people struggle to decide exactly what they’re going to be known for and talk about. Remember, you have to choose one thing—for now. Who are you, and why should people listen to what you have to say?
Let me give you an example from a guest on my live-streaming show Inside Scoop. My guest on this episode was Nikki Dinki, a chef and cookbook writer. We met way back when I was a senior health producer at Fox News Channel. When Nikki was building her online following, she had a realization that helped her shape the rest of her content.
Nikki explained that to get people to follow you, you have to be very clear about what you’re offering them. Now Nikki knows that veggies are her thing. But she didn’t know that immediately.
“I’m not really a vegetarian,” Nikki explained. “I celebrate veggies. I cook them a little bit uniquely. But I incorporate meat.” Her brand was cemented while competing on Food Network Star. On the first day, she had to give a spiel about who she was. And she said, “I cook in a way with meat on the side.” That became who she was: “I just felt like everyone lit up and I felt like I’m onto something.”
With her perspective defined, Nikki could go about creating video content that spoke to people who connected with this mission.
When I first started my blog ListProducer.com I wrote only about lists and productivity and that lead to my first book Listful Thinking. I got known as “the list producer” or “the list lady” and yes, I still talk about lists all the time, but that’s not the only thing. I’ve expanded my content to talk about ways to live an easier, less stressful life while being efficient.
Imagine that you have to give an elevator pitch to your audience. What would you say in one or two sentences to get right to the heart of what you are doing and why?
3. Make a plan for sharing content.
Consistency is key when it comes to creating compelling videos. If you do Instagram stories, try a short video every day. For YouTube, post once a week. When people know to expect content from you, they’ll be more likely to tune in and get to know you. I’d also make sure to send your email list these video links—you’d be surprised by how much people miss. Don’t be afraid of self-promotion. I wrote about that in a past edition of this column.
You should post where you already have the most audience engagement. If that’s Instagram, go for Instagram. If that’s Facebook, post there. You should try to match your content to the platform. Tutorial-type videos, for example, work best on YouTube. But if you want to do shorter videos, try Instagram Stories or Reels.
Creating your own video is a key skill for authors. It may seem intimidating at first, but once you get comfortable with it, the possibilities are endless.
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