In today's digital age, video content has become a crucial element in the marketing strategies of businesses, large and small. In a recent episode of The Ownership Advantage podcast, host Tanner sat down with Jackson Tritt, founder and creative director of JTX Media, to discuss the transformative power of video for small businesses. Let's explore some of the key takeaways from their conversation.
Why Video Matters for Small Businesses
When asked about the importance of video for small businesses, Jackson emphasized that video is not just a passing trend but a vital skill that businesses need to cultivate. He highlighted that video is now more accessible than ever, with advancements in technology making it easier for businesses to produce their own content without the need for outsourcing. This democratization of video production means businesses can create authentic content that resonates with their audience.
The Benefits of DIY Video Production
Jackson pointed out a significant shift in the industry: businesses are increasingly taking video production into their own hands. This approach allows for greater authenticity and timeliness, enabling businesses to produce content that aligns with their unique voice and brand. Moreover, the abundance of tools and resources available today makes it far simpler to create high-quality videos without the hefty price tag.
Understanding Your Video Goals
One of the pivotal points in the conversation was the need for businesses to define their video goals. Jackson suggested businesses should start by identifying what they want their videos to achieve, whether it's increasing brand awareness, generating leads, or promoting a specific product or service. This clarity is crucial in determining the type, length, and quality of video that should be produced.
Short-Form vs. Long-Form Content
Jackson and Tanner delved into the debate of short-form versus long-form content. While short-form content is currently trending and often seen as more digestible, long-form content offers depth and can help establish authority and trust. Jackson advised businesses to consider their audience's preferences and the purpose of their content when deciding between the two. He also mentioned the strategy of creating long-form content and repurposing it into shorter clips for different platforms, a technique that amplifies reach and engagement.
Production Quality: When to Outsource and When to DIY
Another critical discussion point was the level of production quality businesses should aim for. Jackson suggested businesses assess how "evergreen" their content is. For content that has a long shelf life, like a hero video for a website, investing in professional production is wise. However, for temporary promotions or social media updates, a DIY approach with a smartphone might suffice. The key is to balance quality with budget and objectives.
Gaining Comfort in Front of the Camera
Lastly, Tanner shared his personal journey with video, emphasizing that becoming comfortable on camera is a skill that develops over time with practice. Jackson reinforced this by encouraging businesses to start filming without an obsession for perfection. The practice and eventual feedback would naturally lead to improvement, much like any other skill.
Conclusion: Start Creating
For small businesses looking to grow their brand and engage with their audience, video is an indispensable tool. By understanding your goals, experimenting with content types, and practicing regularly, you can harness the power of video to drive meaningful business results. As Jackson aptly stated, "A video doesn't matter until it's posted." So why wait? Start filming, start posting, and start making an impact with your video content today!
Connect with Jackson: https://www.linkedin.com/in/jacksontritt/
Check out the full episode on YouTube here: https://youtu.be/uHYCBzh281E
Listen to the full episode on Apple Podcasts HERE