A few weeks ago, Dennis and Logan attended SHARE Algarve where they spoke about the importance of one minute videos and challenged the audience to create more of them.
Dennis mentioned that creating one minute videos are all about authenticity and taking the first steps, even if they don’t look good. By not trying it, you’ll never know the great result that you could accomplish by creating short videos.
You want to use one minute videos to tell your stories, the things that made you who you are, and to drive interaction. Vera Borges had the chance to catch up with Dennis and speak about the importance of video.
She mentioned how she wanted to interview some entrepreneurs, and inspiring Portuguese people, utilizing video and Facebook Live as part of a digital project. When she mentioned the idea to Dennis, Dennis told Vera to come with him to where it was less noisy and insisted she shoot her one minute video right then and there.
At times we may be scared to go out of our comfort zone and do things that may be new to us or makes us nervous. The great thing about that, though, is all it takes is a first step. Recording your first video may take many takes, and that is totally okay.
You may even have some “ums” or “uhs” and that too is okay. As you continue making these one minute videos, you will get more comfortable, and they will become easier. So, no more excuses such as you do not have the proper equipment, or not enough time.
All it takes is one minute to share your stories or even some tips and knowledge you are intaking in your daily life. You do not need a fancy camera, or editing skills. Right then and there wherever you are, take your iPhone out and start recording your videos. People want to hear from you. They want to hear what you want to say, and what you can teach them.
Start with potential topics and ideas that you would like to cover and start shooting. Here are a few important points about the power of One Minute Videos.
1. Start out with your “why” video.
A great way to start is with your “why” which is your mission or your purpose. Perhaps it could be a time of hardship that you went through and that changed you. From the hardships, you encountered that is where you define your “why”. Check out this “why” video made from Nick Hicken, an advertising and analyst specialist here at BlitzMetrics.
2. Make one minute videos of the knowledge you are acquiring.
You will constantly be learning and trying out new things. The best way to create educational content is by creating one minute videos of some of the knowledge you are acquiring. Whether it is learning a marketing funnel, learning the parts of a funnel, or even adding captions to Facebook video and why that is so important. Look at this one minute video Elliot, Director of Personal Branding at BlitzMetrics, made on the Facebook Engagement Point System.
3. Four components of a one minute video.
Hook (from 0-3 seconds)
This part should capture the attention of your audience IMMEDIATELY. There’ll be no room for a video bumper, your name or reusing what you see in a TV spot.
Ignite pain/pleasure (from 3-15 seconds)
Present a problem or opportunity to your audience. Ask a question, show either success or failure, make clear the benefit of them watching on.
Describe solution (from 15-50 seconds)
Once you present either pain or pleasure, show them what solution you’re offering: either a product or a service that caters to your pain or pleasure proposition.
Call to action (from 50-60 seconds)
Tell your audience what you want them to do. Empower them to take action and be proactive.
4. By creating one minute videos you can fit them into a 3×3 grid to help create if/then sequences.
The 3×3 guide contains three parts: why, how, and what. Along with that is a funnel to your left. Your “why” consists of your stories, the mission you set yourself out to achieve, the reason why you do what you do.
You can shoot 3 one-minute videos of your “why” and place them in the grid. Next, you will need your three “how” videos, which consist of educational content on your product. This may include tips or what you learned and how you used it to fix a solution. You may even teach others how to do something.
The final videos you will shoot is your “what” videos that is asking others to buy your product, or invest in your service. Fit your one minute videos in this grid to allow you to pull off if/then sequences meaning if someone watched video 1 for ten-seconds, they would see video 4 as well and so on. You can then sequence your video to build trust with your audience and drive conversions.
5. You can pull multiple custom audiences from your one minute videos.
One of the many things people may not know about Facebook videos is that you can pull multiple custom audiences from them. On Facebook the average watch time is 6-seconds, Facebook considers 3-second to be a video view.
Typically, we like to grab custom audiences from 10-second video views since it is a sign that someone may be interested in our product/service. Referring back to the 3×3 video grid you can take 10-second video viewers from all of your videos and sequence down your marketing funnel.
This means whoever watched video 1 for 10-seconds will sequence down to video 4, you would then take the 10-second video viewers from video 4 and then sequence them to video 7 to drive conversions.
6. You can boost your videos to influencers and employers.
As you continue making these videos you can now boost them. When boosting them, first boost them to a cold audience. For example, if your brand makes athletic shoes, perhaps you can target shoe designers, athletes, and maybe even the specific sport.
This is known as interested based targeting. You could also boost it to a mega media audience which is like CNN, Nike, CBS, etc. You could target the employees that work there with your content. You can even get down the fine details such as if they are a writer or a journalist.
By targeting using that mega media audience, it allows your content to be seen by high authority figures. Isaac Irvine boosted a video of a conversation with him and his son talking about being bullied. It has over 75 million views and has been picked up by many news stations and high authority figures.
7. You can cross post your one minute videos to Instagram and Snapchat.
By keeping your videos to one minute you could also cross post over the Instagram and Snapchat to also reach people on those platforms as well. By doing that more people will see your video, and so you are effectively “killing twos bird with one stones.”
We can not wait to see all the one minute videos being made by each and every single one of you. Thank you to Rita and Jorge for having us at SHARE Algarve for the first time!
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.