What Is Intentional Video?
Something funny happened to me this week: TWO separate entrepreneurs asked me the same question at different times. I figure they’re probably not the only two business owners looking for the answer.
Both asked what I mean when I say, “intentional videos”? I’m constantly telling the women I coach to create their business videos intentionally – and for good reason. But, if they don’t know what I mean by that, they can’t very well do it, can they?
Before I explain what I mean by it, let me tell you why it’s so important.
Often we can get into the trap of creating content simply for content’s sake. We succumb to the ‘shoulds’ (as in ‘I should be doing video, I should post a video today’) and that results in creating a video just to check off an item on your to-do list.
Sadly, that may be all the video does. If you want real results from your video, you need to be creating them with intention. And the good news is, it’s easier to do than you think. You just need to ask yourself two questions:
1: WHY AM I MAKING THIS VIDEO?
Why are you creating this, what is the purpose of the video? Does it help your ideal client? What’s the point of this video? There’s no point in making a video if it’s not going to be effective or attract your ideal client in some way – even if it’s a ‘become aware of you’ or ‘get to know you’ video. Bottom line is that you need to know the ‘why’, and know it before you start.
2: WHAT ACTION DO I WANT THE VIEWER TO TAKE?
What do you want your viewer to do next? Think about your call to action BEFORE you start your video. Your call to action might be something like, buy my thing, download, connect, comment, share, visit my website, or like/follow me. If you want your video to create a reaction, you’ll need to let your audience know what action that should be.
If you determine these two things, your videos will have intention. They’ll have purpose. And, if you keep doing this every time, you’ll be creating intentional videos!
So, next time you make a video (or plan to make one), make sure you are passing it through this 2-step test.
Then, zoom out and take a look at your entire strategy as a whole – does this video fit into your overall intention with video marketing for your business? What you’re likely to see is that over time, you’ll have many videos with different intentions.
Not every single video should be telling your audience to buy your things; most people would get tired of that. That’s why looking at your strategy in full is so worthwhile.
Use video to build relationships by adding a variety of intentions. You want videos that address each stage of your customer’s journey.
If there’s one thing you take away from this, it’s to make your next video intentional by focusing on why you’re making it for your viewer, and what you want the viewer to do after watching it.
By the way, I love answering questions. If you have any questions at all about getting on video for your business, or anything else, I’m here to help. Send me a message or an email!