“Are more videos better? Or are better videos better?” In Part Two, host Elin Barton and Ken Okazaki chat about video quality versus video quantity and when you should film a video yourself versus hiring a professional to film it for you.
Ken Okazaki teaches coaches, trainers, and consultants to create irresistible videos that land leads and sales. Ken loves helping businesses plan, optimize, and launch their video campaigns. He offers both done-for-you video agency services, done-with-you video coaching programs, and specializes in helping promote and market personal brands.
Did you miss our last chat with Ken? Click here for Part One of our conversation.
The thing is that if people decide to work with me, the more they feel they know me, the more they are likely to trust me.
Welcome to Amplify
What would you say about quality versus quantity and really the idea of engaging content for the right audience?
Yeah, that’s a super good question. I think that we gotta look at this in two broad categories. There’s the type of videos that are paid mediawhere you need someone to take an action, download a resource, get on a call, or buy an item, right? Then there’s the ones where you’re trying to warm up an audience organically so that when the time comes, you can engage with them, and they’ll be more likely to KLT (know, like, and trust) you and then make a purchasing decision. Of course, I’m coming from a business perspective here.
So on the one hand, if you’re going for the paid media, then the ones that always do the best are the ones that look unpolished like you shot it with your phone and they’ve got a bit of humor in it. It’s just that combination. I’ve just looked at tons of ads, and I’ve been to conferences. Those ones just flat out work. And typically 15 seconds are the best converting videos.
But I have a feeling you’re talking more about the organic side of things because maybe they’re not ready to pay for media yet. Maybe their business is below 100k a month, then you’re just getting started, right? So, in that arena, I could talk about anything about my lifestyle. The thing is, if people decide to work with me, the more they feel they know me, the more they are likely to trust me. So I just pick three things that I talk about. Number 1 is my business, right? What gear, what gadgets am I using to run my business? Number 2, I talk about my fitness journey, right? It’s just I take some photos; I share that every now and then. And Number 3, my pets. I love my iguana. And not so many people have iguanas; it’s a little bit exotic. So it’s kind of like, “Oh, he’s the iguana guy,” right? Kind of sets me apart from all the dog and cat people.
So, because I focus on just those three things and don’t bring in things like, “Oh, we’re having a family reunion. Oh, this is me trying to learn a new pancake recipe. Oh, like, I bought a new pair of sneakers.” I could go into every area. But limit it to three things. And don’t put things that don’t relate to you or your business.
What about this technology? These days, mostly everybody has a great camera right in their phone, in their hand. When is it appropriate for them to just do all of this on their own? Is it always appropriate? Or are there times when you would recommend getting professional help?
There’s three factors you want to look at, right? There’s speed. There’s the premium look and feel. And then there’s the investment, the price that you’re willing to pay to get the results.
If you’re going for speed and low cost, then you’re going to want to use your phone because you can literally just pick that up, shoot and spend no extra money other than what you’ve already bought your phone for, right? Now, what we’re sacrificing on is it’s not going to look like documentary or TV production level or any professional level; it’s going to look like it’s you with your phone. And that’s very normal, totally fine.
Now, maybe you want to set up your status a bit more, and people to regard you as a professional, as an authority, so you want to work on it a bit more. So let’s go for the professional look and low cost. What you want to do is you want to spend about two years and master the software, master the lighting techniques, master hardware, understand directing techniques, and then be able to set up a home studio or hire someone to come in part time and shoot these videos with you. Now you keep your costs low, but what we’re sacrificing here is speed.
Let’s go the other way. And if you want to go for the really professional look and you want speed but you also have a business that’s already cranking up and you’re willing to invest, then go for team. Your job is to be leading your business, is to focus on what already got you to where you are, which is probably leading your team and building your business, not learning an ancillary skill like videography. And hire professionals to come in, to be able to set everything up, shoot it and get out of there and then let you focus on what you do best. Few days later, or weeks or whatever your deal is with them, the videos come back. Hopefully, you’re going to be wowed by the quality and all you had to do was show up and speak.
Don’t forget to subscribe to Amplify on YouTube and all of our social media platforms to get the latest updates.
Catch up on previous episodes of our series.