The numbers on video were everywhere. In May 2018, one forecast said more than 80 per cent of web traffic would be video by 2019. Another survey said nine out of ten customers found product videos helped them decide what to buy.
So yes, I thought every business needed to be making video. The harder question was how to start, especially if the idea of being on camera makes you want to hide.
Know why before you press record
Before you set up the camera, work out why you're making the video. Two questions help. How will the right people find it? And what do you want them to do once they've watched it?
Then look at it from their side. It should interest the person you're making it for, teach them something or entertain them, and ideally be something they'd want to send to a friend.
That last part matters more than it sounds. Make videos for your audience's friends as well as your audience. A share puts you in front of people you'd never reach on your own.
The first few seconds
A month later I wrote a long list of tips for Facebook video, packed with stats that are well out of date now. A few of the ideas have lasted.
Get to the point fast, because the first few seconds decide whether anyone stays. Add captions, because lots of people watch with the sound off, on the sofa, at work or on the bus. Make it for a phone screen, since that's where most people watch. And keep it short. Start waffling and you lose them.
You don't have to post it
Here's a little tip for anyone who's scared of the camera. You don't have to post the videos.
I wasn't comfortable talking to a camera the first time someone pointed one at me. It takes practice, and the more time you spend on camera, the easier it gets.
So grab your phone and film yourself every day. Delete them all afterwards if you like. You get good at making videos by making them.
The phone in your pocket
I've spent a lot more time in front of cameras and microphones since then, from podcasts to talks.
The kit has changed. The phone in your pocket films better than most cameras did back then, and short vertical video is everywhere. The advice hasn't. Know why you're making it, hook people quickly and practise where nobody can see. For tips from someone who edits for a living, read Video advice from the guy behind the camera.
Today, prop your phone up and record a one minute video about something you know well. Watch it back once, note one thing to do better, then delete it and record another tomorrow.
First published May 2018.
