How I doubled my business & exposure in 2021 with social media videos
How I doubled my business & exposure with social media videos
I’m knee-deep into my 2022 projects and definitely busier than last year. It suddenly dawns on me that this time last year my website was still being finished and my social media strategist was delivering her annual plan to me. I pause to think for a moment and suddenly realize that I’m miles ahead of where I was only one year ago.
A year ago I was just launching my production coaching services and spreading my wings as a business owner. Until then, I’d spent most of my career working for companies or freelancing and never really worrying about the client-lead generation process. I was always just busy. But a year ago everything changed.
This is not a story about my first full year into running a business, we’ll save that for a book or something. I’m writing this to share how I doubled my business and my brand exposure in just one year, mostly because of the videos I created for social media. Specifically my Instagram and TikTok content.
Before I go into the details of my strategy, I want to note that the videos alone were not what got me more business, the business and clients came from the perception and exposure these videos generated. Here’s how my social media videos helped double my business & brand exposure over the past year.
I BRANDED MY VIDEO CONTENT - Ever heard the saying “perception is reality”? I took this to heart last year and branded my video content for social media to be about one main thing: producing better video and podcasting content. This simple but powerful strategy kept me hyper-focused so that new audiences who came across my profile could know exactly what they would get out of following, subscribing or signing up for my email list.
I POSTED ONE VIDEO PER WEEK - Without fail, this is probably the scariest part for most people who are new at creating video for social. It was scary for me as well until I started having a little bit more fun with it. Initially I was worried that creating one video a week would drain my resources and be a waste of time. However, when I took the pressure off by reminding myself that these Reels and TikToks were inherently built to be more laid back, and less “produced”, I started to get more comfortable with the creation process. But trust me, it was very hard to let go of my producer hat for these clips because I don’t like my work to seem unprofessional. That’s the thing about micro-content on social media though, these apps are being built so that ANYONE with a phone and some creative input can make a video that looks interesting, different, and dare I say cool.
I ESTABLISHED A LOOK - This ties back to branding, but specifically to visuals. I started using my brand colors on backgrounds, fonts, covers, even clothing sometimes. My face usually starts these videos, to remind my audience that it’s me (again). The look is relaxed, never too serious or overly silly. I no longer use a trend unless I have a way to tie it back to the brand theme: producing better video and podcasting content.
I CEMENTED MY AUTHORITY - Because every Reel & TikTok I now make is in some way tied to producing better video and podcasting content, I’ve started to cement my identity as a resource on these topics. Here’s how it started last year. Friends who knew me for years only as a “producer”, but didn’t really know what that meant, started recommending me to people who needed my information and resources. I was also able to point to my social media videos whenever I applied to speak at a conference, all of which I was selected for in part because the videos show my ability to educate and entertain an audience. And I started getting bigger projects because in some of these videos I also showcase client testimonials, behind the scenes footage and finished projects. A word of caution, you cannot cement your authority if you’re not comfortable and confident in front of the camera. That’s why…
I GOT COMFORTABLE IN FRONT OF THE CAMERA - When I first started making videos I used to sweat 😅. The thought of having to “talk” to people on the internet was freaking me out. I’m a video and podcast producer, I don’t usually have to be on camera, I was comfortable that way. Then I started my podcast, DIFERENTE. And that was a scary enough, my hands used to sweat when I would record by myself! So imagine how I felt when it was time to start putting my face on camera.
Slowly I began to work on small adjustments to my camera presence, and as I kept practicing, I kept feeling more confident. I still have a lot to work on, but now I’m comfortable enough to come across in an engaging and confident way. Some of the things that have helped are slowing down when I speak, taking deeper inhales, and opening my mouth wider to help with enunciation. Keeping eye contact with the lens and not looking down when talking to the camera are signs of confidence. And here’s the one thing that many people don’t think about: avoiding up-speak. Up-speaking makes you sound like you are asking a question instead of making a clear direct statement. It sometimes sounds like we’re singing our phrases. Here’s the difference:
No up-speak: “My name is Maribel and I’m a producer.”
Up-speak: “My name is Maribel and I’m a producer?”
Which of these two options do you think comes across much more confidently?
I KEPT REPEATING MYSELF - Over the course of this article, how many times have you read the words: “I’m a producer”? Probably more than a few times. Why? Because I am a producer, 😀 and this is essential to the services that I offer. I do the same on my social media content and my videos are no exception. I used to feel weird about being a broken record until I realized that most people don’t see all of your videos, and more importantly, new followers don’t know who you are, and you need to tell them. So I reinforced my expertise over and over again. I don’t always do it overtly, because that would get annoying, I do it in different ways. For example I might show you behind the scenes look of a project I recently produced. Or I might show you a script I just finished, a call sheet (with my name and title), or a day-in-my-work-life. This repetition is how I was able to cement my authority and get the attention of my current clients.
By the way…
YOU DON’T HAVE TO DANCE - If you’re worried about using Instagram Reels or TikTok because you don’t like to dance or do silly challenges, stop frowning your pretty forehead. Your videos need to tie back to your subject area of expertise, and align with your brand and business. Don’t fall prey to all the trends. But if you have a way to incorporate a song, or challenge into your theme, DO IT! Because creativity is queen when it comes to social media video content. Plus you can benefit from the trend and get more eyeballs.
If you really want to make this your biggest video content creation year yet, join me on this free 28-Days of Video Challenge. Together we’ll eliminate the excuses and wash out the fears that often hold us back from making video content. Kind of like a juice cleanse for your content strategy, minus the laxative. 💩
WHY YOU SHOULD DO THIS FREE CHALLENGE WITH ME:
✅ Stay motivated, accountable and boost your social media video content creation to the max.
✅ In just 28 days you’ll get the tools to jumpstart your creativity, come up with engaging ideas, create faster and more efficiently, and increase recognition for your brand and business through video.
If you’ve been wanting to create more engagement for your brand, increase social media recognition, and establish yourself as an authority in your industry, 28 Days of Video Content Creation is your next step! JOIN ME HERE.