You’ve probably been told to create videos for the Internet. You’ve probably been told to post those videos on YoutTube and Facebook for people to find and enjoy for free.
And it’s likely you’ve been told that by doing this, the money will come. Has that been your experience?
In theory, this makes process makes a lot of sense. In fact, I’ve benefited greatly from using this exact strategy to build my own business. But, as with all things Internet, change is constant and that means what once worked great may no longer work in the same way.
Let’s take the idea of free video content. I began live streaming video in 2004. At that time, it was a novelty and it attracted a lot of interest and curiosity because just having a webcam was something special.
But since that time, every computer sold comes with a webcam and now every smart phone, tablet, and even game console also has the ability to shoot and stream video. It’s no longer anything special.
So should you still use video in your marketing? Absolutely. Should you still post free content on YouTube, Facebook, and every other social network you can think of? Yes, you should.
But if you really want to make an impact, if you want to create a tribe of raving fans, there is a twist to video that you should be thinking about and even acting upon starting right now.
Before I get to that, here’s what’s driving this change.
Free videos are now available everywhere all the time. You and I simply can’t consume all the videos that appear before our eyes each day.
So what does all this free content create?
It creates glut in the market and the viewer no longer values your precious video content and ultimately they stop watching.
Today, you have to differentiate your video content from all the rest. Your viewers have to see your content as being more valuable than all the free content out there, and when they do, they will watch and will very likely stay and watch your entire video program.
Here are a few things you can do to make your video content stand out.
1) Make it available only for a very limited time only. In other words, post your video and then pull it down in 24 to 36 hours. Let your viewers know that unless they watch it now, they may never be able to see it at all.
2) Put a dollar value on your video instead of saying it’s a “free” video, say it’s a “$97” video that you can watch for free. This distinction gives your video content a dollar value in the eyes of the viewer, which will separate it from the rest.
3) Charge for people to watch your video content. Yes, that’s right, when people pay for something, they will actually watch it rather than setting it aside for a later date. You can do this as a pay-per-view or as part of a membership or subscrition program.
If you’re trying to build an audience of new customers, offering paid video content is your best option.
Here is why:
First, if a viewer pays to see your content, that person is a much more qualified prospect than a person who may watch the first minute or two of your free video content.
Second, when a person spends time and money (even if it’s just a small amount) to view your video content, they will not only watch more of, but will also have a much higher potential of becoming repeat, and even life-long customers.
Here’s how you should set up your video content. Use free video content that is 3 minutes or less in length to attract viewers to your paid content.
Use paid video content to build a relationship with your viewers and to lead them to your other programs, products, and services you offer.
In my many years of experience in the seminar industry, I know that the more time you have with your audience, the better. Your online video content works in the very same way. The more time you have with your viewer, the easier it becomes to move them to the next level.
This is what is driving the shift from free video content to paid video content.