Everything is video these days, we are all told to do Facebook lives or record things from the seats of our cars, in car parks, before meetings to engage with our audience.
I’ve spent the last year creating video content, be that behind the scenes footage of a photoshoot, close-ups of food or even photoshop editing videos. It’s been great fun and amazing learning curve. I really enjoy going through YouTube’s free music library to find the right tune for my videos and synching the cuts in the video to fit music…
I’m sure you’re the same, but having done all that are we forgetting the power of the humble photograph.
I like to think in terms of metaphors, so if marketing is going fishing, then the photograph is a lovely eye-catching fly you craft to attract the fish in the first place.
I’m sure that the vast majority of videos that pop up on social media go unplayed, yet every single photograph that appears on social media is “seen” every time. The photo has done its job in under 1 second – hopefully, the right photo entices people to look further into your offering. (Bad photos lose you business by the way – give us a call if your images aren’t great!)
I found this with promoting my share the shoot events. I sometimes spend an afternoon editing behind-the-scenes video footage captured on my spare camera, making some cool movies. I’ll then plaster it over LinkedIn and Facebook and wait for all the bookings to roll in…
It doesn’t always work, why?
I often I have looked at my video metrics and many people will only watch the first two or 3 seconds of the video. Gutted!
But worse, all the messages I want them to see are totally missed. The call to action, the key benefits…
Video relies on people actually taking the time to watch it – and you can’t guarantee the right people WILL actually click play.
Conversely, when I have uploaded a still image from the shoots, usually with a little bit of text on top of it (a meme) I know that everybody, on whose wall the photos arrives, sees both the image and text – AND it works instantly. The above image was a success, with 12 previous clients smiling and a simple message – people “see” this and get what the deal is. They click on the link to find a web page full of videos, examples FAQ and booking links…
Still images work instantly and don’t rely on people taking the time to view them.
So whilst there are colossal benefits to doing videos, especially getting a lot of information out in the short period, let’s not forget that the humble photograph. Is the shiny bling which attracts people in the first place.
Think of the photograph as a way of getting your message headline out there like a fly attracts a fish – then when you’ve hooked a someone, you can use your video and copy to do the sale.