harvard ilab: video for entrepreneurs
DESCRIPTION
Tips for getting into video for startups, specifically for a session at Harvard's Innovation Lab.TRANSCRIPT
People care about people, not companies.
Video shows that your business = people
Video is about building trust.
Small budget
Lack of awareness
Hard to describe concept
Brand awareness and humanity
Understanding of product
Scalability of conversations
• Define your message and
audience
• Make some starter videos
• Use them effectively
You can do this!
Defining your message and audience
Do you care about “video hosting”?
Nah.
How do you make people care
about your company?
You help them solve a problem.
Mission-based marketing:
Wistia’s mission:
“To empower everybody to
get more out of video.”
We make plenty product-related videos to scale
communication, like in our documentation.
But our content about video production and marketing
is what really helps us build a new audience.
BambooHR makes HR software, but they create
content about leading more enjoyable lives,
in and out of the workplace.
B2C companies like GoPro, Nike, and Red Bull have
been creating “mission-based” content for ages.
Mission-based
content is…
• More useful
• More shareable
• More appealing
(to people who aren’t
already using your product.)
Making the darn videos!
• One story per video
• Anticipate common Qs,
fears, struggles
• Plan ahead!
Concepting
• Keep it conversational
• Stick to one message
• Read it out loud
Scripting
DIY Gear
• Your existing smartphone:
free!
• DIY lighting kit: $100
• Budget tripod: $30-100
• Separate iPhone for audio:
free!
Total: ~ $200
http://bit.ly/highrollervideo
http://bit.ly/DIYvideostudio
Amazon Gear lists! (Take a picture of this, yo)
High Roller:
DIY Budget:
Editing
• iMovie works just fine!
• Bridge clips with b-roll
• Use (legal, appropriate) music
• Be ruthless. Keep it short.
Using your videos effectively
Email SalesTutorials
Social SupportDemos
What to do right now
• Define your mission in 1
sentence
• Answer 3 FAQ with 3
videos
• Research other startup
videos
• Start with something small
& low-risk
It’s ok if you mess up.
Learn from data!
Oh, and one more thing…
