Do you have a WHY behind what you do? People are more likely to buy from someone who has a story or mission that they identify with. We believe that the best way to share your stories or mission in an engaging way is through the use of a WHY video. A WHY video defines your reason, or your passion, and it is important to utilize the power of video content and social media to effectively share this with your desired audience.
Video is the most powerful ingredient of your personal brand, starting with your story and amplified by the stories of your ambassadors. It starts with you. Whether you’ve been regularly creating content for 10 years or have never written an article in your life, you’ll be able to easily create a WHY video by following this step-by-step process.
Before filming your WHY video, it is important to consider what your strategy is. There are three main components that make up your strategy: your goals, content, and targeting. When you go to produce or distribute a piece of content, think about what your end goal is. What type of content do you need to produce to achieve this, and what demographics or audiences should see this content? This is the idea behind Goals, Content, and Targeting, or #GCT. By considering these components for your own strategy, you will be able to produce and distribute much more effective video content.
Once you have an idea of what content you’d like to create, it’s go time! There are 4 main components to filming your video. The first is to begin with a hook, or something to quickly capture your audience’s attention as they scroll through their feed. This could be done by movement or something you say. Once you have their attention, you must retain it by bringing them along a journey that will ignite pain or pleasure for them. Here you could tell a story, show a success or failure, or clarify a benefit. At this point, the audience is ready to be presented with a solution or resolution to the story, and you can show that what you offer is that solution. Now the audience is ready to be given a call to action. What should they do as a result of hearing your message? Although these 4 components are more general to any one-minute video you make, they can be applied to producing a WHY video and should be considered when making your own.
In making any video, the key is not to overcomplicate it. No need for fancy equipment– have a friend film you on a cell phone camera, or if you’re by yourself, you can take a selfie video. We have found that vertical or square videos with captioning often perform best due to the fact that they fill most of the screen on mobile devices, which is where the majority of social media users will be. This style of video also comes across as more feed-like and personal, and something people will be much more inclined to stick around and watch as opposed to a professionally-made advertisement.
The biggest issue we see people run into in making their videos is camera shyness and overthinking what they’re going to say. These can both be overcome with repetition and practice, but our biggest piece of advice is to allow yourself to speak from the heart. We believe that sharing your authentic self is much more natural and powerful, because people trust people. As our CEO Dennis Yu says, “Being real is more important than being perfect.”
If necessary, you can edit your video with a headline, captioning, lower-thirds, etc. These help to optimize your videos for views even when people don’t have their sound on.
Once you have the final version of your WHY video, you’re ready to share it. You can upload your video to multiple places, including your Facebook public figure page, LinkedIn page, Twitter, etc. We call this process of sharing a piece of content to multiple platforms “cross-posting”, and by doing this, it will help you to reach more people. Write compelling copy, add automatic subtitles if you don’t already have captioning, and click “Share”.
After publishing your post, the final step we recommend is to boost your post on your Facebook public figure page using the Dollar a Day strategy. (If you have not already created a Facebook public figure page for your business or personal brand, we highly recommend doing so). Boosting is when you put some spend behind a post to help it reach more people who you’d like to see your content. By spending as little as one dollar per day, you’ll be able to gain enough information after several days to help you determine if the post will be a likely winner, based on how it compares to the Standards of Excellence. This low-spend strategy also allows you to test multiple posts and audiences at the same time without breaking the bank, so you can then determine which is receiving the best engagement and should continue to have spend put behind it.
Congratulations! You’ve just successfully created, edited, shared, and boosted your WHY video. This same step-by-step process can be applied to creating any one-minute video, and we highly recommend following this process of determining your goals, content, and targeting and amplifying your video using the Dollar a Day strategy in order to effectively produce, publish, and distribute content going forward.
(P.S.– To see examples of WHY videos, be sure to check out the many videos we have on the “Why” section of our website)
About the Author
He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.
He has been building brands and teaching marketing for over 13 years.
Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.
He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.
None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert, Onlinejobs.ph, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.
Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.
Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.
Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.
You can contact him at email@example.com or on one of his social accounts below.