Harvard iLab: Video for Entrepreneurs
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Tips for getting into video for startups, specifically for a session at Harvard's Innovation Lab.
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Harvard iLab: Video for Entrepreneurs
- 1. Video for Entrepreneurs @eliseramsay @notalyce @jordanmunson
- 2. People care about people, not companies.
- 3. Video shows that your business = people
- 4. Video is about building trust.
- 5. Small budget Lack of awareness Hard to describe concept
- 6. Brand awareness and humanity Understanding of product Scalability of conversations
- 7. You can do this! • Define your message and audience • Make some starter videos • Use them effectively
- 8. Defining your message and audience
- 9. Do you care about “video hosting”?
- 10. Nah.
- 11. How do you make people care about your company? You help them solve a problem.
- 12. Mission-based marketing: Wistia’s mission: “To empower everybody to get more out of video.”
- 13. We make plenty product-related videos to scale communication, like in our documentation.
- 14. But our content about video production and marketing is what really helps us build a new audience.
- 15. BambooHR makes HR software, but they create content about leading more enjoyable lives, in and out of the workplace.
- 16. B2C companies like GoPro, Nike, and Red Bull have been creating “mission-based” content for ages.
- 19. Mission-based content is… • More useful • More shareable • More appealing (to people who aren’t already using your product.)
- 20. Making the darn videos!
- 21. Concepting • One story per video • Anticipate common Qs, fears, struggles • Plan ahead!
- 22. Scripting • Keep it conversational • Stick to one message • Read it out loud
- 23. DIY Gear • Your existing smartphone: free! • DIY lighting kit: $100 • Budget tripod: $30-100 • Separate iPhone for audio: free! Total: ~ $200
- 24. Amazon Gear lists! (Take a picture of this, yo) http://bit.ly/highrollervideo http://bit.ly/DIYvideostudio High Roller: DIY Budget:
- 25. Editing • iMovie works just fine! • Bridge clips with b-roll • Use (legal, appropriate) music • Be ruthless. Keep it short.
- 26. Using your videos effectively
- 27. Email Tutorials Sales Social Demos Support
- 28. What to do right now
- 29. • Define your mission in 1 sentence • Answer 3 FAQ with 3 videos • Research other startup videos • Start with something small & low-risk
- 30. It’s ok if you mess up.
- 31. Learn from data!
- 33. Hit us up: @jordanmunson | @notalyce | @eliseramsay | help@wistia.com Ok, bye!
- 34. Oh, and one more thing…
Editor's Notes
- People feel most passionately about other people, not companies.
- But that’s ok! Because video allows you to show that your business is really just a bunch of friendly, human people.
- Video is so great at this because it’s the closest thing to a face to face conversation. It’s about building a relationship of trust with someone before they ever get to your office. Never is this trust more important than when you’re dealing with a patient who is coming to you in need of help, likely a time of uncertainty and emotion.
- The best part is: by understanding the goal of videos as building a relationship of trust, it takes some pressure off of selling yourself. You can totally do this! Start with something low-risk and easy. Your first video should not be something your entire practice is riding on. Focus on the specific people you are trying to target. What are they struggling with? What questions will they have about you before ever reaching out? Don’t be afraid to show your human side and tell people about yourselves and your clients. Remember, they want to connect with another person, not a stuffy or sterile office.
- Now that we’ve seen an awesome example, let’s keep it in mind as we go through the life cycle of any video.
- First, you need a concept. A simple idea. There are a LOT of different kinds of videos you can make. Testimonials, doctor interviews, client tutorials, or office tours are all good options. It can be SO tempting to cram all the information about your practice and services into a single video, but this is usually a bad idea. Focus on ONE message per video, and try to keep each under 2 minutes. Don’t just make a video for the sake of video. Each video should have a clear goal. Know who each video is for. If you think about it right now, you can probably imagine at least 3 commonly asked patient questions that you could answer in 3 different videos. People are coming to you with a certain problem and emotion - what do they need to know to feel comfortable with you? finally, NOW is when you plan for the shoot. Especially with patients and testimonials, I imagine it can be tempting to just grab someone quickly before they leave the office, but it will lead to a much higher quality video if you had a planned shoot date and know exactly how the day is going to go. Down to the snacks!
- Believe it or not, even testimonial videos need a script. You need great questions to help the client along, plus you need an idea for the structure of your video. Scripts don’t just include what you say, but also the shot sequences of your video. Talk like a person, and like you’re talking TO a person. Use Google Docs for collaboration and editing. Blog posts or legal forms do NOT make for great video scripts! Be concise and get to the point, even in an interview or testimonial setting Read! It! Aloud! You’d be surprised how different a line sounds on the page versus spoken. This is especially true if you’re writing lines for another person. They might say something completely differently!
- But the fun thing is… you don’t need all that to make great videos. You can use the camera you already have in your pocket: your phone! You can build your own basic lighting kit for under $100 at Home Depot You can find a basic tripod and a mount for your phone online And in a pinch, another phone can be used as your external mic. Done!
- From that example, you can see how the importance of a variety of shots. It would be so boring if it were just Lisa talking for a while. in between shots of her talking, we saw before/after photos, footage of her with the doctor, and more. That’s called b-roll, and it can be the part of your video that “shows” the viewer instead of telling them. It was used to bridge clips of Lisa together, so we didn’t see any awkward cuts. Since video is trying to get at an emotional response, background music is really important. choose legal music that fits the tone of your video. the best advice i have for music is: the best background music is the kind you barely even notice. finally, editing is the time to kill your darlings -videos under 2 min get much higher engagement. so, don’t get too attached to any clips that aren’t necessary. You can use them in something else! There’s plenty of expensive editing software out there, like final cut or premiere, but imovie is free and works very well. cut several testimonials together to make it a bit more interesting
- Email marketing Series, tutorials on the blog Sales videos for 1-1 communication Specific videos for social media Demos of your product Doc videos for customer support
- So, the most important thing is to just get started! Your first video might be awful, but you need to get it out of the way so you can learn!
- And the best part is that you’ll get data on your first videos, which will make your next video ten times better! we pay attention to…HOW someone is watching our video—like in this image, you can see that green is where someone watched, yellow/orange/red are rewatches, and white is where they skipped or stopped watching altogether. It can help you figure out the boring bits of your video, or the parts people are really interested in. Here’s one of our first videos. Look how different it is compared to the get loose video:
- I know you can do this, because I’ve learned how to do it, too. We’ve got a ton of resources to help you out: production tutorials in our learning center, plus a community of folks who are honing their video skills along with you.
- Plus, you can just ask me! I’m down to talk about this or even give you feedback on your videos anytime. I’m a little nerdy about it. I love it. If you want to check out Wistia to get more analytics on your videos, I secretly snagged a extra long trial code for you guys at this link. Thanks so much, and I hope we’ll talk soon!