Who Will Watch Your Videos? (Hint: Wrong Question)
You may be reluctant to embrace video, for several reasons. Perhaps you’re new to the medium and don’t know where to start. Maybe the technical aspects baffle you, or you wonder how you’ll come across on-camera. And if you actually do make a video, will anyone even watch it?
The question you should be asking is: “Who do I WANT to see my videos, and what do I want to tell them?”
To quote the great philosopher Yoda, “Clear your mind of questions.” You’re in the planning business, right? So start with a plan, just like you do for your clients. The question you should be asking is: “Who do I WANT to see my videos, and what do I want to tell them?” Once you know the answer, you can focus on making your first videos and getting them in front of your target audience.
Case in point: For five years, I produced a video every week and emailed it to clients and friends via a Monday morning newsletter. The goal was to get about 100 clients to watch the video. If that happened, it meant that I had communicated something meaningful to 100 of the most important people in my life. If other people saw it—and sometimes thousands did—well, that was just a bonus.
Since first being posted to YouTube in May of 2013, this video has been watched by viewers in 151 countries.
But the most important viewers were the 100 or so clients who watched it within the first week.
Clients would often tell me that one of my recent videos had given them an important insight or helped them understand something better. Some even reported that they had their morning coffee with me every single Monday. How valuable is that?
Here's the salient point: It’s probable that plenty of folks outside your target audience will view your video content; in fact, the non-targeted viewers may well outnumber your targeted viewers by a wide margin. But while a high view count might make you feel good, those extra viewers will not help your business in any way. Don’t be distracted by them; they should have no effect whatsoever on how you think or what you do. As long as the people who should see your videos do see them, you shouldn’t care who else does.
The converse is also true: Do not feel discouraged if a video receives a relatively small number of views. If those views come from people who are important to you and your business, then that video has been successful.
Here’s a little data for you: To date I have posted over 300 videos to my YouTube channel, some 75 of which are currently available for public viewing. Those 75 videos have about 98,000 total views in 200 countries, and the channel has 405 subscribers, with new subscribers signing up every week.
So what do those stats mean? Not a dang thing. My goal is—and your goal probably should be—to communicate in a meaningful way with a relatively small group of clients and prospects. If you use your CRM and email system effectively, they will confirm that your goal is being met. Anything beyond that is completely irrelevant—it’s just noise.