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February 15, 2021 Content Chat Recap: How to Use Video for Personal Branding

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When it comes to personal branding, what do you prioritize? People usually focus on their biographies or “about” sections, keywords, blog posts, social media copy, and other written forms of communication that showcase who they are and their skillset.

These areas are essential pieces of a complete personal brand, but even the best writing can still leave audiences wanting a better gauge of who you are and why they should trust you. One of the most effective ways to literally show and tell what you’re about is with video content, and there are plenty of ways to use video for personal branding.

In this #ContentChat, we’re joined by personal branding coach and social media trainer Christine Gritmon (@CGritmon) to discuss how to create more engaging personal branding with video. Read the full recap below, where we discuss what equipment is needed to create video content, the channels that are most valuable for sharing your videos, and pitfalls to avoid.

Q1: Why should video be part of a marketer’s personal branding strategy?

Video content engages more senses, which is more effective for establishing a sense of connection.

Video shows a human side of you and your brand that written content simply cannot (or not as effectively).

And remember that video content can be simple. There is a place for well-produced video, but a quick video can be just as effective, especially for personal branding.

Q2: What equipment or software do you recommend for marketers looking to implement video branding strategies?

A smartphone and good lighting is all you need to get started with video content. Too often, people worry about creating video with a high production value. Instead, focus on the quality of the discussion and refine the presentation as you get more confident with video.

An external microphone will provide better sound quality. Christine, Melanie, and Erika recommend some options below.

Eventually, you can introduce advanced lighting and filming options to boost your production value.

The community shares their favorite software for video creation below. Did we miss yours? Let us know in the comments.

Repurpose your video content as a GIF using GIPHY. Christine shares instructions below.

Q3: What channels are most valuable for sharing video content? Is there an optimal length for videos on various platforms?

At a high level: Short-form video performs best on TikTok and Instagram (Stories and Reels). Long-form video and pre-recorded content is well suited for YouTube. Live video can work with Facebook, YouTube, and Instagram Live.

People are still exploring LinkedIn for video, and it is less common to see video on the site. This means there is an opportunity to stand out on the channel by using video.

Twitch is valuable for streaming live videos.

Is Twitter a good platform for video content? Christine says that video replies are great for engagement. She has also experimented with hosting a video chat alongside her #ChatAboutBrand Twitter chat.

And JMatt adds considerations for video orientation. Vertical/portrait is best for Instagram Stories and TikTok. Horizontal/landscape is best on YouTube and Twitch.

Q4: How can we use video to reinforce our branding? What are some foundational areas to cover or address?

Provide value to your community in your videos. Give tips, tricks, and expertise that prove you are an expert on the topic. Video is a great way to show who you are and build trust in your community.

Open and close videos in a consistent way to reinforce your branding and show that you will continue to create content on your topic of interest.

Brands can use video to spotlight employees, customer stories, and showcase the brand’s values.

Video creates visibility for your on-screen presence. Brands can use different spokespeople for relevant topics to build out their individual thought leadership platforms and build trust in the community.

Q5: What should individuals know about @Instagram’s IGTV?

IGTV videos get 4x the potential reach than a regular video post, and your videos must be between one and fifteen minutes long.

You can repurpose your video content a few ways for Instagram. Turn an IG Live into an IGTV video. Post videos to your story and feed, and then add a highlight to your page of past videos.

IGTV allows you to put a live link in the caption.

Experiment with the platform to get used to its interface and features. Watch IGTV content from other users to get an idea of what is possible.

No matter what, focus on the value for your viewers.

Q6: How should marketers approach accessibility with their video content?

Captions are a must for video content. Many people watch videos on mute, so they need a way to consume your video content without audio.

Auto-generated captions often have errors. Confirm that they are accurate before you publish.

Some platforms have built-in features for captioning. Or, you can use captioning services like Quicc.

Consider including a text transcript of your video as well. It will boost your SEO and further improve the accessibility of your video content.

Be mindful of how you design your video experience based on where captions are included. Some platforms have buttons that overlay on the video, which could hide your logos or text.

For more accessibility info, Christine recommends that you follow @HashtagHeyAlexa.

Q7: What are the pros and cons of live-streamed video versus pre-recorded?

Live video can build a more genuine connection with your audience because it happens in real time. There is a potential for errors, but people are generally forgiving of these in live video.

Pre-recorded videos allow for a more polished presentation and higher production value.

Q8: What pitfalls should individuals avoid with their video content?

The biggest pitfall to avoid is not experimenting with video content. It may feel uncomfortable at first, but you will gain confidence the more you practice.

Be wary of your surroundings, including any music or potentially copyrighted materials that could get your video taken down.

Use natural lighting when possible, and safeguard against audio distortion by using wind guards for mics if you’re outside.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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