Is fear holding you back from realizing your full potential?
Video is one of the best ways to reach an audience, but it’s also one of the most intimidating content forms to create. If fear is holding you back, maybe you just need to “press the damn button.”
It’s not easy to get started with video. It might feel daunting to tackle new technology, platforms, and audiences, especially if you have high expectations (or believe that your audience does). But there are many reasons why that shouldn’t stop you from creating video content.
If anyone has the best advice for creating video, it’s a man with nearly 4,000 live video recordings under his belt. Brian Fanzo has been sharing live videos since 2013 and is an entrepreneur and keynote speaker. In this post, he shares the best lessons he’s learned to create video, from how to get started to how to keep evolving.
You can watch the video on this topic at the top of this post, to listen to the podcast episode, hit play below, or read on for more…
What does it mean to “press the button”?
The phrase pressing the button might originate from hitting the record button on a camera, but it doesn’t necessarily mean that that’s all it applies to.
Brian stressed that his signature phrase, “press the button” means embracing something that you want to do to better yourself or your businesses – and sharing that with the world.
This sharing part is the really vital component of pressing the button because without shouting about how great your work is, how will anyone know?
With so much information, news, and digital content online, if you don’t make a consistent effort to put your messages out into the world, they simply won’t get found.
Brian believes that it’s not enough to let your work do the talking for you anymore. He believes that if you’re doing great work, you need to press the button and get your messages out there.
Why create live video?
Of all the mediums, why should you put your efforts into creating video?
Brian believes that anyone can create video, and he stated that it can help you build relationships, collaborate, and improve your job security as you diversify your skills.
He even thinks that it can take your brand to the next level.
“My business and my personal life would not be where it is today if it wasn’t for video. And that’s someone that six years ago would have never done any video… I want great people that are doing great things to put their messages out, and I believe the number one most intimate, most personalized way to do that in any digital medium is video.”
How to record videos with confidence
Creating video isn’t for everyone and being in front of the camera can be extremely intimidating. However, the key to overcoming this isn’t necessarily to become comfortable as a video presenter, but instead, accept the discomfort.
Brian states that these two golden rules are the best way to become comfortable with the difficulties of creating video content.
1. Perfection is a fairy tale
It’s impossible to make a “perfect” video, which is especially important to remember when creating live video.
If your goal is to be perfect, you’ll never conquer the medium of video.
2. Control is an illusion
You can never control all of the variables. The only thing you can control is yourself and how you respond and adapt to the situation.
So, if you’ve never made a video before, don’t start creating a video with lots of variables. It’s not a realistic goal to create long-form videos with high production value just because that’s what your audience prefers. Especially if you’ve never made a video before. Start by creating a video you’re comfortable with first.
However, Brian stressed that it’s important to continue evolving.
“I think that idea of doing videos you’re comfortable with is great advice, but it doesn’t move us forward. What I actually believe is to try doing different forms of video, all different kinds, in ways that make you comfortable. And then lean into what works.”
The ‘Rule of Five’
When it comes to planning your speech, Brian’s top piece of advice is to plan, but plan loosely.
He uses a ‘Rule of Five’ – five phrases short enough to put on a sticky note, comprising of three things the audience needs to take away from the video, one relevant story, and one funny anecdote.
While this might not work for everyone, discovering how you prefer to make videos will not only make you more comfortable creating them but can even streamline the process for future videos.
How to adapt when video evolves
Whether it’s a new piece of equipment or a new platform, you have to be ready to adapt to change.
Brian calls his strategy of adapting the “push and pull” method. For example, if he starts using a new piece of camera equipment, he will see how it affects his existing setup. It might change how he has to produce his audio, so he then has to “push and pull” different factors to find the point at which his new equipment can achieve what he wants.
This open-minded, trial, and error approach is how Brian says the best video creators evolve their style.
“Those who become consistent with video, they realize that you’re going to change technology, change software, change gear, change your style, but it has to continually evolve. The key is figuring out how to set yourself up for success on the way each time.”
Why you should utilize different platforms
Every content creator needs to be strategic with the platforms they create for, even if their audience isn’t there.
Video is the number one vehicle for delivering trust, according to Brian. He believes that by paying attention to different social networks and digital platforms, you can access new ways of building, maintaining, or scaling trust.
Brian said that developing social media platforms like TikTok and LinkedIn stories inspired him to create his business content differently because people who influence his audience could be on that platform.
The concept of being present across many platforms also builds into his mantra of “pressing the button” on new experiences and refining what format and style is right for you.
Why you should (or shouldn’t) find your niche
Brian’s final words of advice are to manage your audience’s expectations.
Once you’ve found what platform and video format works for you, you might consider niching down into a topic that suits you and your audience.
Although Brian thinks that doubling down into a niche is a great way to keep your audience engaged with your content, he is also the self-proclaimed “CEO Team No Niche”. He warns that you may confuse your audience by not having a niche, so it’s important to keep them engaged by showing who you are rather than what you do.
Whichever team you choose, remember to be consistent. Create content within your niche or your personal brand to keep your audience coming back to your video content time and time again.