There’s an old proverb about when is the best time to plant a tree. The best time to plant a tree was twenty years ago. The second best time is now.
The answer for when is the best time to begin using video as a part of your marketing strategy? The best time was 10 years ago, when YouTube started taking off. The next best time? Right now, when every single social media platform has options to share video.
But why is the past always the best time to start using video?
YouTubers who started creating videos back in 2007 had zero followers. Now, they have the attention of hundreds of thousands viewers. People who started on Instagram back in 2008 now have hundreds and thousands of followers. Same with Twitter. It takes a long time to build an engaged, watching audience.
Here’s why this is good news for you and your brand:
The first videos you make will probably suck. Seriously. It’s normal. Go back to the beginning of every popular brand doing video and you’ll see how much their content sucked too. It’s a part of the process and you have to get through it.
Making videos are probably a new thing for you and your company. It will take time to figure out your production schedule, what style they’ll eventually have and whether or not the message you’re sharing actually comes across. You have to find your voice. And it’s better to do that while your audience is small, rather than when you have thousands of followers.
And here’s the kicker.
You probably have hundreds of people subscribed to your email list and hundreds of customers buying your products. Just because they read emails and purchase products doesn’t mean they’ll instantly become a follower on the networks you’re sharing video on. It takes time for followers to move.
But what if you do already have thousands of followers, you just haven’t done a lot of video work yet? Pay attention to how they react. What do they like, share and comment on? What questions to they ask? What are they talking about in the comments to each other? Paying attention to your audience will help you craft better videos for the future.
Waiting until your voice is perfected before releasing videos is never a good idea. If the best time to start creating video content was 10 years ago, you don’t have time to lose. Get started now, create those crappy videos, listen to your audience, go back to the drawing board, make something better. In time, you’ll polish your message and at the same time your followers will start noticing.