Video is here to stay. FOREVER… in every call, every meeting, every social platform, every event.
Are you really ready?
It doesn’t matter what kind of job you have or what industry you work in, you need to know how to look good, sound good, and feel confident on camera at all times. Are you ready to be a better speaker on camera in any situation? What about being FORMAT ready?
Here is an example:
You landed a sweet interview by a medium-sized podcast that is familiar within your own industry. You’re thinking “This is going to really boost my “cool” factor at work and I can add it to my LinkedIn profile!”
What You’re Really Hoping:
“Nice! It’s just an audio interview over Zoom, so I don’t need to dress up or be too prepared. They can edit all of my verbal flubs out and make me sound like a rockstar. The host is doing all of the heavy work, I just need to sound smart!”
What’s Actually Going to Happen:
The interviewer is planning to record over Zoom with high-quality audio and video, with pre-prepared questions or a pre-interview. Yes, they’ll create the final audio podcast version that goes out on Spotify and iTunes. But that is just one tiny facet of the whole production and distribution plan…
They’ll also be creating: 10 different social media posts promoting the episode on EVERY social platform using both audio and video, a blog post about the episode and transcript, a Patreon exclusive behind-the-scenes uncut version of the show, a video version of the show for YouTube, an infographic breakdown of all the smart things you said for Medium, and they’ll do a Q&A live stream on Twitch.
Do you see now why it’s so important to be FORMAT ready, not just camera-ready?
Here’s how to deliver your very best no matter what format you’ll appear in:
Know the Final Format(s!)
Regardless if you are a guest on your favorite podcast, recording your latest viral TikTok, or you’re presenting your hot-topic webinar; you need to know what the final formats will be for final distribution.
It is standard practice in the marketing world to reuse, redistribute and manipulate the final content in 100 different ways to reach the largest audience possible. If you’re in-the-know beforehand, you’ll be able to present your best self to fit ALL the platforms and content types.
If the Final Formats are Audio Only:
- Speak to the Microphone Like it’s Your Audience’s Ear.
- Audio has always been “theater-of-the-mind,” so level up the audience’s experience by learning how to get the best quality out of your mic:
- Remove echos or reverbs surrounding yourself with soft objects (pillows, blankets, couches)
- There are different types of mics and they each have unique ways of picking up sound. Understand what kind you have and adapt your setup accordingly.
- Don’t use wireless earbuds as your mic. Earbuds are meant for telephone calls and listening to music, not audio recording.
- Keep thinking, “Am I creating a high-quality audio experience for my audience? Does this sound quality meet their expectations?”
- Audio has always been “theater-of-the-mind,” so level up the audience’s experience by learning how to get the best quality out of your mic:
- Dynamic Voice Levels
- Think about how you can use your microphone placement and voice levels to create a dynamic audio experience for the listener.
- Voice dynamics keep the audience engaged and on the edge of their seats.
- Want people to focus on your words? Get closer to your mic and lower the volume of your voice. It will make the situation more intimate in your audience’s mind; like you’re whispering a secret only for them.
- Want people to feel the intensity of your reactions? Get farther away from the microphone and raise the volume of your voice.
- Audio Descriptions of Visual Things
- Your audience can’t see what you see. Paint them a verbal image of what you want them to experience. How would you set the scene and describe what is happening around you?
- Learn to tell your stories or give examples like you have your eyes closed. Think with your other senses: sounds, smells, texture, temperature, emotional state…
If the Final Formats are Audio and Video:
- Connect with the Audience Visually, But Speak to the Microphone
- If you’re going to be on camera, remember to take a moment to relax and be yourself. Talk like you’re talking to a close friend.
- Remember two things: You’re actually speaking to the audience through the video and the audio.
- Be aware of your ‘eye line’, or where your eyes are pointed while on camera.
- You want to look at the other person if in a group or interview setting
- If you’re speaking directly to your audience, you should look into the camera lens.
- Set the volume level of your voice to match the distance to the microphone.
- Mic far away? Speak a little louder, even if it feels odd or unusual.
- Mic very close or have lavalier mic? Speak a little quieter. Try not to rustle with your seat, clothes, or hair as much as you would normally.
- Be aware of your ‘eye line’, or where your eyes are pointed while on camera.
- Play to the Camera Frame/Lighting
- Know how you’ll appear on camera.
- If you naturally use large hand gestures, you’ll need to adjust them so that they will still appear on camera.
- If you naturally bounce or sway while you’re talking, ask the camera person how far you can go in each direction.
- Be aware of lighting, you’ll need to stay in your ‘pool’ of light. If you can’t see the lights directly, take a moment to ‘feel’ where the light falls on you. Humans are naturally good at feeling when they are lit or in shadow.
- Think 3D! How far can you go back/forward/side-to-side? Will that affect the camera’s focus?
- Know how you’ll appear on camera.
Are the Final Formats Short? (3 seconds to 2 minutes)
- Short formats are all about getting the biggest most instant reaction to something. Think of it like you have only one chance to hit a nail with a hammer. Swing big, but don’t miss!
- Show/Don’t Tell/Big Theater Reactions
- Jump right to the action or the hottest take.
- It could be something visual or a controversial topic. By jumping right to the most important part, you’ll gain and hold people’s attention longer.
- Editing and planning is the key to making great shorts.
- Supplement your talking or emotional point with great B-roll. It will keep things interesting and give you opportunities to splice multiple camera takes together seamlessly.
- Looping?
- Most social platforms automatically loop short form content. Script or plan your content to naturally loop with seamless audio or video cues.
- Captions
- All social platforms automatically have sound muted on video content. Caption your content to catch people’s eyes and attention, even with sound off.
- Think like a stage actor. Pump up your personality, enthusiasm, gestures and reactions just slightly. Think BIG, but not circus clown. This will keep people’s interest and engagement up.
- Jump right to the action or the hottest take.
- Have “Pop Up Video” Quotable Lines Ready to Go
- Have your key talking points memorized and ready to fire off at any moment.
- Refine these big thoughts down to be 15-20 seconds max. Think quick ‘bites’ or a solid elevator pitch.
- You can always explain more in other formats elsewhere.
Are the Final Formats Long? (2+ minutes)
- Show Me/Tell Me/Example Me
- Like the previous tip, jump right into the action or the hottest take. But take time after that to explain a little further, or give a relevant example.
- Tell a story that includes you, but really demonstrates how your audience wants to feel in the end as a result of you sharing.
- Long form content is always about conveying ‘feelings’, not ‘info-dump’.
- Focus on the change that the information or entertainment is bringing to your audience.
- Great stories are all about ‘the flip’ between two emotional states.
- Example:
- Emotional State A (Happy) to Emotional State B (Sad)
- Emotional State C (Tense) to Emotional State D (Elated)
- Emotional State E (Overwhelmed) Emotional State F (Relieved)
- Example:
- Think like you only have 3 seconds, every 3 seconds
- Even in long form content, your key sound bites need to be prepared and ready to snap off. Keep your thoughts concise, but they should propel your point forward.
- People are busy and looking to get the most value out of their content. If you have your thoughts all mapped out and chained together to tell a complete story, the audience’s perceived value from your content will raise.
Speak for Sound Bites and for Deep Dives
- Know Your Content Inside and Out
- You know your stuff, but make sure you’re practicing on your own before you have to get out and say it in front of others.
- Have Key Phrases that are “Yours”
- This is your opportunity to shine, these are your original thoughts that are tied together around a central theme. This is your brand “IP”, whether personal or professional.
- Have Key Stories/Examples Ready to share at all times
- Have personal stories and your real world examples practiced and ready to go. You’ll still have to adapt some on the fly, but you’ll be ready.
- Know what the host is looking for, and what the audience really cares about
- If you’re guesting on someone else’s platform or you’re cross collaborating, know what their main premise or theme is. Help the host look great by coming prepared to deliver on their premise, not on yours.
- Their audience came to them for a very specific reason, but matching their desires with your own experiences you’ll come across as an amazing guest as well as a new voice they’re going to seek out.
Come Prepared to Promote
- Intro/Outro
- Provide your host with a few quick intro sentences about who you are, what you do, who you’ve done it for and what people will get out of the content.
- If you’re recording your own content, have a similar intro that conveys to new audience members who you are, what you do, who you’ve done it for and what people will get out of the content.
- This self-intro should NOT be the very start of your video. Have your snappy hot take at the beginning, then… do your intro, followed up by your killer content.
- CTA – What’s Yours?
- Have your closing in mind as soon as you start. What do you want people to do after hearing all of your valuable info? This is known as a “Call to Action”. What would bring the most value to this audience in this particular format?
- NOTE: Be sure to ask if the following example is ok with the host.
- Example: If you’re a guest on a podcast, verbally share a very short url that leads to a free giveaway specifically made for this audience based on the topic you just covered.
- “Thanks for having me on {*host name*}! It was so fun to talk about {*podcast topic*} with you. I wanted to give something back to your listeners, so if they go to {*yourwebsite.com/podcastname*} they can download their exclusive {*digital product*}.”
- Example: If you’re a guest on a podcast, verbally share a very short url that leads to a free giveaway specifically made for this audience based on the topic you just covered.
- NOTE: Be sure to ask if the following example is ok with the host.
- Have your closing in mind as soon as you start. What do you want people to do after hearing all of your valuable info? This is known as a “Call to Action”. What would bring the most value to this audience in this particular format?
Using some of these skills will give you a huge advantage in your career and in your business. By keeping the audience needs in mind and always thinking about how you can best meet the demands of the distribution platforms, you’ll not just be camera ready but Format Ready!
Which tips were the most helpful for you? Which got you thinking about being format ready? Send me a quick tweet or an email to let me know.
I want to keep delivering in-depth, no-fluff content that actually helps you to get better at creating
your own content, easily and more productively.
If you really liked this, please think about signing up for my mailing list and spread the word by sharing this post on your favorite social platforms! Thank you!
-Brady
About Me
Hi, I’m Brady Gillman
I have been working as a solo digital marketer for entrepreneurs and small businesses over the last 15 years. I have worked in a wide variety of industries, and I’ve found they’re all trying to do one thing: Better connect with customers.
The problem is that most solo marketers or small marketing teams are too busy or too overwhelmed to easily produce the quality digital content that is needed to attract and keep their customer’s attention enough to drive revenues.
That is why I started Compass Tower; to help marketers learn how to make amazing digital content that best serves the needs of their customers, cut through complications, and simplify processes.
You’ll be more satisfied with your work, and your customers will be thrilled by your marketing efforts.