Kati McKinnon is a video strategist, helping small business owners create better video content, thanks to training, audit and planning sessions, and actually creating the content for them.
I met Kati through a local business networking group I help organise, and after she shared her tips with us in the group, I knew I wanted to get her to share some tips for authors in my newsletter, too.
Video can often present a huge barrier to authors, who are so accustomed to the written word, but I love the way that Kati makes it feel really easy, and I hope you are inspired by some of her suggestions to get started.
If you want to connect with Kati on Instgram, you can do so here, and keep reading for her tips for getting started with your own video journey!
You've probably heard that you "should" do more video to get seen. I'm not here to add another "must-do" to your to-do list. I'm simply suggesting that if you want to grow your audience, video could be a shortcut worth exploring. It might just help you connect with more people in less time, and you might enjoy creating it.
Video content vs written content
One doesn't need to exclude the other; they can both coexist in your content strategy. The choice between them comes down to what you want to achieve. For self-expression, both formats work well. But when it comes to expanding your reach and attracting more followers, video has the upper hand.
Video helps your audience to understand real fast who you are. It's like inviting them over for a coffee date, where they get to see your quirks, hear your laugh, and feel like they're hanging out with you.
Written content is great, but video takes that connection to a whole new level. It's the difference between reading a postcard from someone and actually sitting down and chatting with them face-to-face.
Getting started
If you're feeling intimidated about getting started because there are so many people out there (better than you!) and you feel your content is not up to scratch, then let me tell you a secret - we all started from somewhere, and the truth is, no one knows exactly what works (even the Instagram or TikTok growth experts, despite them telling you otherwise). The only way to find out what works for you is by getting started, experimenting, and seeing for yourself.
MY 7 TIPS FOR GETTING STARTED
To help you get started, here are my main tips (assuming you already know your target audience; if not, that's the first step):
Decide on your platform (e.g., Instagram, TikTok, YouTube)
Ideally, it's the platform where your audience is hanging out, but also the one you enjoy creating content for. If you really want to make things happen, you need to throw yourself into creating video content regularly, so 1-2 platforms are usually the maximum one person can focus on.Develop your video content strategy - choose your content pillars (3-5 topics you'll be discussing).
It doesn't need to be complicated - the key here is to identify the topics that are relevant to both you and your target audience.When starting out, choose video formats that are quick and easy to create and align with your strengths and comfort level.
Some quick and easy video types for beginners include:Talking to the camera - it can be anything you feel comfortable talking about (i.e., sharing your recent reads, reading excerpts from your book, etc.). If you're not comfortable speaking to the camera (like 99% of us!), then start with Stories, where they disappear in 24h;
POV (point-of-view) videos - these are b-roll video clips (clips filmed of you doing everyday activities, such as drinking coffee, typing on a computer, reading a book, etc.) with trending music and text overlaid, sharing your opinion on something;
Behind-the-scenes videos - people are nosy, so give them glimpses of how you work or what routines you have.
Get ideas and inspiration
Social media is increasingly being used as a search engine (especially TikTok). Even if you don't plan to be on TikTok, create an account for research and inspiration. Use the search function to see what people are looking for in your niche if you're stuck in deciding your content pillars or what types of videos other authors are posting.
Listening to podcasts where small businesses discuss their marketing or video strategies can also be a great source of motivation.
I love Helen Perry's 'the #justbloodypostit' podcast that shares online marketing stories of other creative businesses.
Or I loved the realness of this episode of Video Talks podcast ‘How to be confident on camera’ with a voice actor Christopher Testor. The success doesn’t come overnight!
Start slowly to avoid overwhelming yourself.
Even posting two videos per week will get you seen more. I've found that planning ahead is the only way to stay consistent. For instance, if your target is 10-12 videos per month, all you must do is 4-5 talking to the camera, 4 point-of-view videos, and 2-3 behind-the-scenes videos. It just suddenly doesn't sound so overwhelming that way.Collaborate
Reach from video isn't what it used to be. More people and brands are creating videos, so regularly collaborating with other authors or accounts that have a similar target audience is the best way to get in front of a new audience. You can do collaborative Instagram Lives with up to 4 people or create a video together with someone else and ask them to be a collaborator. The post will then be shared on both of your accounts.Don't be too harsh on yourself
It's not going to be perfect, but if you do it consistently, you will see improvement quickly. If I go back to look at my old videos, they make me cringe now. I'm impressed with how much more confident and better I am now. Also, don't be afraid to ask for help if you feel stuck. There are lots of free resources out there, but for instance, booking an affordable power hour with someone who can give you ideas and help you get over whatever hurdle you are facing with video can be incredibly helpful.
I hope this gives you motivation in getting started! If you want more short-form video tips or need some help with your videos, then you can find me on Instagram @kmcksocial
Thank you Kati! Do you have any questions about getting started with video, or want to share your own tips? Leave a comment below!
P.S: Want to watch Kati and I talking about video together? Catch up on our Instagram live here.
Thank you Kati and Katie, some great tips for video beginners here. I think this is something we can experiment with for some time before going public...
Thanks so much for having me here! Now I maybe have to give a Substack a go 😉