3 Basic Rules for Simple, Authentic and Engaging Video That Converts Online Leads into Sales

A few years ago, so-called “user-generated content” emerged. Today we now accept that blog posts, tweets and other nuggets of insight are trustworthy and, in some cases, highly entertaining. In the realm of video, YouTube not only made digital expression accessible to all, it forever changed the expectation for video content. YouTube proved that simply-produced and authentic video could be as, if not more, engaging than professional content.

Despite the popularity of social media (what is essentially evolved user-generated content), businesses were, until recently, reluctant to adopt the more freewheeling and often spontaneous sensibilities YouTube-style video. Today, however, erstwhile “corporate video,” often highly produced with b-roll, scripted actors and music, can seem disingenuous and inauthentic. Consumers – even buyers of technology and business services – have come to expect a more authentic dialogue. And this is good news for businesses that want to use video to engage and convert – authentic video can be easier and less costly to produce!

So, we are often asked, how much authenticity and simplicity is enough? After all, we’ve got we’ve got a valuable brand here, and we can’t risk undermining it. Although every company is different, we start with three simple rules for an effective video:

• Meet basic expectations for lighting and sound. Make sure that faces aren’t in shadow or direct sunlight, and be sure ambient noise won’t drown voices out. If you’re thinking of buying a digital video camera, consider one that has an external microphone jack.
• Feature real people from your business talking about subjects for which they are truly passionate. Don’t worry if they’re not Al Pacino. Do worry if they don’t convey authentic enthusiasm.
• Make the video more conversational and less scripted. Talking points are better than a formal script. Don’t let message perfection be the enemy of authenticity.

Some companies may have a budding Leonardo DiCaprio or a closet Apple Final Cut Pro editor, but you don’t need that level of talent to get started. You simply need to find your company’s comfort zone for quality versus expediency. It’s best to start small and experiment, proving to yourself – and your management team perhaps – that a simple, authentic video can actually convert online leads into sales. That’s reason enough to give it a try.

To read about other tips for using video to convert online visitors to leads, please download our eBook, Best Practices for Using Video to Convert Visitors to Leads, here.

And be sure to come back to our blog for more tips and tricks.