Video is the next best thing to meeting in person. By letting potential customers and partners put a face to a name, you are better able to instill trust, legitimacy and authenticity.

Prominent speaker and bestselling author Bob Burg says, “All things being equal, people will do business with, and refer business to, those people they know, like and trust.”

There are many variations of this same statement, but the essence and meaning remain the same – people buy from familiar faces.

The challenge during times when you cannot meet face-to-face is how to obtain the same level of trust and familiarity.

Effective frameworks for LinkedIn videos

You can tell your story and a give a sense of who you are as a professional in numerous ways, but nothing beats video storytelling. Videos have the power to give people a better sense of who you are and reinforce a personal brand built on trust and authenticity. And just as every story needs a good structure, so does your video story.

Here are five frameworks to kickstart your video editorial calendar:

1. Introduce yourself. You have multiple places on your LinkedIn profile to do this – from your About section to your profile photo – and we encourage you to keep your story consistent throughout. If your headline says you are an energetic sales leader with a passion for helping businesses with digital transformation, consider making your first video a spot for you to expand on that.

2. Discuss an industry trend. Speaking of digital transformation: what do you know about it? Can you get more specific? Can you share an example of how digital transformation is both a challenge and an opportunity for CIOs in the financial industry? Share this information in a video. Tell your network what you know, so that your targeted audience (such as CIOs in the financial industry) can hear you.

3. Preview an event or provide an event recap. As events continue to go virtual, it’s more important than ever to “show your face” at these events on social media. Maybe one of your key partners has a sales kickoff event coming up, and you would normally be front and centre on the conference floor. What would you be talking about at that event, on that floor? Plan it out, turn it into a script, record it and share it with your network. Don’t forget to use the hashtag for the event when posting your video, so you can be sure that your story is included in the event coverage.

4. Interview someone. Do you have a partner, customer, or colleague that you want to share screen time with? Social media is all about being generous, so share the spotlight. Ask a colleague, partners or even a friend in the industry if they would like to record a quick video with you to talk about an important topic that is relevant for both your audiences. When you share this video, you will have the advantage of it being shared across two networks – doubling your exposure!

5. Ask a question. Nothing makes someone feel more connected and valued than when they are asked to contribute their knowledge. Your network is full of talented and intelligent people who know a lot. Give them the opportunity to share this knowledge by asking questions and then using video as an opportunity to answer those questions.

Make your first video in 2 easy steps

Now that you’re armed with the basic knowledge for creating successful marketing videos that will help you enhance your personal brand, it is time to get to it. For this exercise we will focus on creating an introduction video in just two easy steps.

1. Write a script.

The best way to start preparing for your first (and next) video is to write down what you want to say. It can help you ensure that you will actually say what you need to. A script can also help you stay on topic and stay relevant to your audience.

Remember to start off by telling your audience what you are going to tell them, then tell them what you want to tell them and, finally, tell them what you told them.

People are busy, so your video must be short and concise. About 180 words of copy can fit into one minute of video, and two-minute videos work best for this format.

2. From camera-shy to camera-ready.

Having a script is the first step towards having the confidence to record and share video on social media. The next is working on the physical and technical aspects. Run a few test videos using the equipment and set up you have. Check your lighting, audio and camera quality. Sit up straight (thanks mom!) and don’t slouch. Keep your arms loose but don’t use your hands too much when speaking. Look straight at the camera. Imagine that you are speaking directly to another person on the other end of that video. Dress comfortably and don’t forget that you’re never fully dressed without a smile.

Videos are a simple and effective way to use your personal brand on social media towards professional success. Use the tips contained here and get started with one of the framework suggestions listed.

Tips for great videos

  • Make it about the customer. The first rule of making personal branding videos is to focus on your audience, not yourself. Even when you’re introducing yourself, try to focus on what matters to your customer and how you are driven to help them solve their business challenges.
  • Keep it short. Two minutes is a great length for a social media video. Finding it difficult to keep it short? This means you have enough material for more than one video.
  • Write out a script. Even if you think you can remember what to say, having a script will keep you focused and concise in the delivery of your message.
  • Be real, be yourself, be authentic. If 2020 has given us anything positive, it’s that we are truly able to let people see our real lives. Don’t hide away the mess of your desk, your cat, or even your new desk mates (your children doing their at-home learning).
  • Lights, camera, audio. Most of all – make sure you check your lighting, your audio, and the quality of your camera (hint: experts say your phone camera may be better quality than your laptop).

We can’t wait to ‘like’ your video – tag us in it on LinkedIn so we can catch you in the spotlight.

For more tips on how to set yourself up for success with video, check out this video: