The #1 Secret to an Engaging Video
No talking heads or speaking to a roomful of people. Make it personal!
Are you preparing to speak on camera for a video? A Zoom presentation? As a guest in an upcoming webinar? Or perhaps as a first round job candidate via a remote interview?
It can be an intimidating experience if you’re unfamiliar with what to expect, what to do, and especially if your modus operandi up to now has been to avoid public speaking or showing up on camera at all costs.
I get it. Public speaking is universally ranked as a top fear, and talking to the camera IS a form of public speaking. But here's a little secret to truly connect with your audience:
Watching a video is usually a personal experience. The connection is made between the speaker and the viewer, even if it's pre-recorded. You have to reach through time and space - and the camera lens - and talk to the person on the other side.
Even if you’re a bit of a ham like me and revel in the limelight, you may not know how to transfer your knowledge and skills to the world of video or online communication. The goal is to truly connect with the human being watching you, even when you have no idea who or how many people that will ultimately be.
Let's begin with the essentials.
Know WHO you are talking to! That's the heart of the matter.
Talk to ONE person
It’s one of the most important tips that I can give you. Having a specific person or ideal client in mind will help you look and sound focused, connected to your material, in sync with the viewer, and give you an aura of a confidence … even if you’re not feeling it.
Generalities don’t cut it. Why? Because there’s no relationship between you and the unknown. And the camera will catch it. Everything is seen up close and personal, especially if you’re working within a tight frame, like from the waist up. If you don’t come across as talking directly and honestly to your viewers, your message may not be well received.
A vaguely defined audience of faceless people doesn’t help you communicate effectively. Without someone in mind, it’s more likely that you’ll come across as a “talking head” or someone going through the motions, rather than as someone communicating an important message.
Your goal is to forge a relationship with your invisible viewer. After all, what is human communication but a conversation? Even if you’re the one doing all the talking, even if you’re telling a story, the person watching you remotely or at a later time will be responding to what you are saying and forming an opinion about it. You may not see the reaction, but it’s there. And that person will either accept or reject what you’re offering and act accordingly. Visit your website, schedule a visit, begin a trial subscription, or buy your product. Your way of speaking to the camera can greatly affect what your viewers do.
The power of imagination
It’s much easier, of course, if you’re in a webinar or interview and you can see the person on your screen. Chances are you’ve done your research and know something about them and why you’re talking with them. It will most likely be an interactive session, too, and feel more like a conversation than a one-way dialogue.
But what if you ARE having a one-way conversation and can’t see anyone who may be listening? Maybe you’re a company spokesperson, an executive recording a video for employees to watch later, or an entrepreneur promoting your services. You’re not sure exactly who will be watching, what their reactions might be, and if you’re answering their unspoken questions. It can feel like you’re speaking into the void.
You CAN transform that one-way dialogue into what feels like a conversation with your viewers. The trick is to imagine that you’re speaking with a specific individual. You choose who that may be: a friend, a colleague, or your ideal client. Pick or imagine someone who supports you and what you have to say, and wants you to succeed.
You get to decide who that person is, based on what your video is trying to achieve. Are you introducing a new product line? Then the one person is your ideal buyer: perhaps the early adopter who loves to try new things. Are you training employees on advanced safety procedures? Then maybe your one person is a seasoned engineer, ready to absorb the material and get on with the job. The secret is to use your imagination to transform the generic audience into a bona fide human being. To put a face on it, someone you can clearly imagine interacting with directly.
Here’s a helpful trick: If you’re having trouble imagining someone or feel silly doing so, tape a photo right next to the camera lens. When you’re speaking, look into their eyes and talk directly to them as if they were right in front of you. If it helps to imagine that you’re talking over a cup of coffee or in the comfort of your own kitchen or living room, go for it. Speak to them and explain, teach, inform, convince them of whatever it is you’re supposed to be speaking about. The result? The viewers will feel like you’re speaking directly to THEM.
The digital difference
Remember the medium, though. While you may be imagining that you’re speaking one-to-one with someone right in front of you … you’re not. You’re most likely showing up in a small window on their computer or mobile device. That means everything will be visually amplified.
Your face will be more in view, and viewers will be watching your eyes, facial expressions, and body language to assess your credibility, honesty, and the truthfulness of your message. If you look like you’re disengaged, just talking to yourself, or reading a prepared script, you’ll lose their interest and whatever call to action you were wanting them to take.
Digital media delivers an intimate experience for the viewer, albeit a one-sided one. While you don’t see them, they’re certainly having an experience relating to you and your message. In seconds, they’re considering:
Do I want to watch this or not? (It’s much easier to click away than to walk out of a physical meeting.)
Do I believe this or not?
Am I getting anything out of this?
How will it help me?
Do I like, trust, and want to consider doing business with this person and their company?
Viewers can tell when someone is talking "at” them vs. “to” or “with” them. Do you know anyone who likes to be preached to or pummeled with directives or sales points? I sure don’t. It’s the old “catch a fly with honey” adage. Speakers with a warm, personable, conversational tone who seem to speak to each listener fare far better. Your message becomes authentic, personable, and much more interesting to receive.
Video truth: Authenticity brings credibility
Where do we look when we’re trying to ascertain if someone’s sincere? The eyes. When the camera is up close and focused primarily on your face … there’s really nowhere to hide. It’ll find you out if you’re nervous. Or uncomfortable. Or if you’re trying to pull a fast one on us. We instinctively look at your eyes, because we need to know: do YOU believe what you’re saying? Can we trust you? Can we trust what you’re telling us?
If you’re feeling like you’re a bit under a magnifying glass … well, you rather are. Sorry! It’s the medium, but it can be mastered and used to your advantage. Let your authenticity shine through. Counter any self-consciousness with the confidence that you know what you’re talking about! You’re an expert in your particular area and you’re enthusiastic (I hope!) about your subject.
It's easy to start worrying about how you may look, sound, or be received. Rather than second-guess yourself or fall into imposter syndrome, just reset your focus on what you’re doing: you’re sharing important information with a supportive, interested friend or client. Believe in your message and yourself and you’ll have a much stronger, credible online presence.
Speaking sincerely to one person is the best way I know to deliver a powerful, effective message on video. It moves your focus off of yourself and onto your purpose. Most importantly, it breaks that “4th wall” to include your viewers in the conversation. They’ll feel like you’re speaking directly to THEM, and they’ll be far more likely to stop their scroll and watch your video.
Does it feel weird to you to talk to a camera lens?
0%You better believe it!
0%Nah, I regularly talk to inanimate objects
Talking to the camera as naturally as to a real person takes practice! Because, frankly, it isn't natural.
It can be done, though, and fairly simply, too. If you'd like to know how I can help you come across as a pro, click on the button below to schedule a free consult. Did I mention it's free? And I promise, it's not a consult disguised as a sales call. (I hate those, too.)
Want to learn more? Let's talk!
I'm Laura Doman, a voice & TV/film actor and video communications coach. As an actor, I create memorable characters that tell my client's stories well, from the friendly CEO to your sassy best gal pal dispensing real-world advice. As a coach, I help you become more comfortable and charismatic on camera in videos, presentations, and online appearances.
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