The ‘Top Tips’ for ‘Top Tip’ Video

Taylor Kearns • August 5, 2020

If there’s one thing we can all agree on (there doesn’t seem to be much these days), it’s that we want answers. We want to know when the ‘new normal’ will look more like the old; when – and how – we can safely send kids back to school; when our favorite restaurant will re-open for business. None of those questions have easy answers.

But consider the questions you can answer. If you’re a business owner, non-profit group or even a government entity, there’s something about your specialty that can answer someone’s question. As a video producer, I’ve spent a lot of time during this pandemic helping several clients do just that: answer questions from possible customers or just casual observers. In doing so, we’ve helped elevate their brand and showcase their expertise. The videos explain a process or make suggestions on dealing with life during a pandemic. And while tutorial-style videos are far from new, they’re finding a renewed utility during COVID-19.

Businesses who have been forced to slow down, or those in professional services with more time on their hands, have started producing “Top Tip” style videos to maintain a presence and, hopefully, keep their brands top of mind. To get started, consider these tips:

Start with the Basics

Unless you’re producing content for a very targeted (and advanced) audience, choose a topic that will get the most viewers ‘into your tent.’ Find the easiest access point for someone who might be unfamiliar with your business – for example, a caterer may do something as simple as a video series on basic cooking techniques – and save the advanced material or in-depth discussions for later.

Get to the Point

We’ve all searched for recipes online only to find entries that lead off with five-paragraph essays on why the author has such a deep, emotional bond to beans. Just give me the recipe! For video, introduce yourself and your company, but do it fast, and deliver on the viewer benefit you promised in your video’s title. Speaking of timing…

Be Brief

We all know attention spans are non-existent these days, and no one wants to sit through a commercial for your company (especially if they’ve just seen an ad before your video played!) before getting to the reason they clicked in the first place. Keep it simple and communicate clearly. Think in a framework of “Top 3” tips to help keep your message tight and watchable.

I’ve noticed that people most frequently stumble over the brevity. It’s ok to simplify your message – just make it clear that what you’re presenting is the tip of the iceberg, and that there’s much more to your brand or mission (i.e., ‘watch the next video!’)

Executed well, these videos can be an affordable and effective tool to do a little advertising and make some new connections. If you’d like to talk more about getting started with a video series like this, give me a call. I’d be happy to answer any questions you might have.

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