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How to Create Captivating Video Content with Mike Ganino

How to Create Captivating Video Content with Mike Ganino

What’s holding you back from creating video content?

If you’re nervous about being in front of the camera or worried that you don’t have anything to say, you’re not alone.

Video is an intimidating medium – there’s no denying that! But it’s also the best type of content for establishing a connection with your audience.

Video builds trust better than any other content type, it’s incredibly engaging, and it’s versatile to repurpose too.

If you want to learn how to create great, captivating video content, then Mike Ganino is your man!

Mike is a storytelling and communication expert who helps authors, experts, coaches, and entrepreneurs create signature talks that set them up with instant authority. When his clients talk, the world leans in to listen! Mike hosts The Mike Drop Moment podcast. He is the author of Company Culture for Dummies and has been named a top 30 Culture Speaker by Global Guru.

There was no one else I wanted to speak to about connecting with your audience on camera. Just observing Mike’s energy inspires confidence, and he is full of helpful advice to overcome the challenges (and fears) around creating video content.

He joined me on The Content 10x podcast to share his advice for finding your stories, preparing videos, and connecting with your audience on camera.

Here’s a short video about this week’s episode:

Read on to discover some of Mike’s top tips for creating great video content.

Why it’s important to create captivating video 

If you have a message that you want to share with people, there are so many ways to do it. For example, you could post about it on social media, write a blog post, or record a podcast episode. But no format will communicate that message as engagingly and as clearly than video.

Mike believes that there’s a psychological advantage to video. Video shows your face, your expression, your passion, and simulates a face-to-face connection. It’s this connection that builds trust.

Think about the people you see on the TV… you might not know them at all, but you might feel like you have a relationship with them because you invite their faces into your life every single day.

As humans, we often believe (correctly or incorrectly) that we can get a feel for someone just by looking at them. If you look intimidating, then people might be afraid of you, but if you look trustworthy, people will listen to you.

This means that your ideas or your messages don’t have to be perfect to establish that connection. Your energy on camera and your confidence is a big part of creating a bond with your audience.

As Mike says, it becomes less about your ideas and more about how you’re packaging them. But if you have great ideas, and are captivating when you deliver them, then that’s a powerful combination.

How to Create Captivating Video Content with Mike Ganino

What’s holding you back from creating video content

When I spoke to Mike, he explained that there are three reasons why most people aren’t creating video content.

  1. The first is familiarity bias. This is where you’re used to seeing yourself in a limited way (e.g., in a mirror), so seeing yourself on video feels very strange. It’s a trick of the mind. Your brain is telling you something is wrong, but there’s nothing wrong at all!
  2. The second is confirmation bias. This is when you seek out things that you don’t like about yourself on camera. We all have things we don’t like about ourselves, and our brains use this to tell us that we shouldn’t be on camera – ignore it!
  3. The third is social bias. In social situations, you get feedback from others when you’re talking. Whether you’re speaking to someone one-on-one or doing a live event talk, you can read the room and adapt what you’re going to say next based on people’s reactions.Without those reactions, some people can look lost on camera. You might try too hard to replace those social cues, and you can end up looking inauthentic.

Do you relate to these three reasons? Which one is holding you back?

Where to find your stories 

Another big obstacle people face is that they don’t believe they have a story to share.

But whether you know it or not, you have a story to share. It doesn’t have to be a life-changing story or a dramatic, Spielberg narrative… your story could simply be what you’ve been through and what you’ve learned.

Mike knows how to draw great stories out of people, after all, he does this professionally. He encourages his clients to think about their values, beliefs, and messages that they’re already sharing with their audience. 

I encourage you do to this too. A good way to start is by thinking about what you’re sharing on social media, why you’re sharing it, and then build on those ideas.

Or think more deeply about your values. If you believe that the world would be a better place if we all drank more coffee, consider why you think that and when you started thinking it. Is that a story you could share?

If you find your story interesting, then your audience will too.

How to prepare for recording your video

First, it’s important to remember that you do not need a lot of fancy equipment.

Many people use the excuse that they don’t have the correct camera or lighting equipment so they can’t possibly start creating videos…

The truth is LOTS of people create captivating, impactful videos all of the time just using their smartphone! Don’t worry about technology. Use what you have, and your message will do the rest.

When it comes to talking about your message and ideas, you don’t need a full script.

In fact, Mike believes that scripts are for fully trained actors. You’re not acting – you’re making a video.

Your “script” should consist of three main points:

  1. Hook
  2. Takeaway
  3. Call to action

Your hook is what draws people in. Don’t make the mistake of opening with your bio. You should open with a problem that your audience has. This helps them relate to you and gives them a reason to keep listening.

The takeaway is what you can do to help your audience solve that problem. This might be the core content of your video. If your hook was “Do you want to be more captivating on camera?” the takeaway could be, “here are four things you can do to keep your audience engaged”.

Finally, your call to action is where you want to send your audience next? What action do you want them to take? It could be to head to your website, or it could be to pick up the camera and start creating captivating video content!

Mike has a unique way of structuring his “scripts” (the script that’s not a script)! He uses questions. He writes questions for each section that he wants to cover and responds to them.

This creates a much more natural feel, as you’re not robotically reading from a script. You can practice your answers beforehand to know how to organize your thoughts, but don’t overthink it and don’t over-rehearse.

How to create captivating video content

Once you’re ready to record, Mike has some final tips for making your videos resonate with your audience.

1. Slow down

Your audience are willing to listen to your ideas, but if you present overcomplicated ideas or throw too much information at them at once, they’ll switch off.

Break down your message and speak clearly. Imagine that you’re giving instructions over the phone. You need to be crystal clear to communicate your message and not lose your audience.

2. Create context

If your audience aren’t familiar with who you are, you need to find ways to tell them.

Your video background tells a story of its own, so what do you want it to communicate?

If you’ve got a messy room, for example, your audience might not believe you’re organized.

Want to give off a family feel? Then lots of photos of your family could help. If you want to give off an “I’m educated” vibe, then bookshelves stacked full of books might just do the trick!

Pay attention to what’s in your frame and use it to create more context for your audience.

3. Be passionate

Think about what energy you’re bringing to your video. If you’re a public speaker, you might have ways of getting yourself psyched up before you go on stage so that you can bring the energy that fits your message.

But presenting to a small piece of technology in an empty room is not the same as speaking on stage in front of hundreds of people.

Your energy is a vital part of making that connection with people. If you want people to trust and connect with you, you have to sound confident, believable, and excited. Focus on bringing the energy that will propel your message through the camera and deliver it to your audience.

4. Be authentic

Don’t fall into the trap of thinking you have to act completely over the top or scream and shout if that’s not you.

Your audience can tell when you’re not genuine, and it’ll stop them from engaging with your content. After all, they’re watching your video to see you!

If you’re presenting a caricature of yourself, your audience will see right through it, so figure out how you can get comfortable on camera. When your audience can see you as a real person, then you’ll win their trust, even if they disagree with your ideas.

Being your true, authentic self will help you form a more genuine connection with your audience.

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Being your true, authentic self will help you form a more genuine connection with your audience. And, if you ever meet a viewer in person, they’ll know exactly who to expect.

Are you ready to create captivating video content?

The greatest lesson I learned from my conversation with Mike was just to have fun when you’re creating your videos.

Your videos are the most captivating when you’re comfortable in front of the camera and embracing your true self. That’s when your audience will trust you and when you’ll really get your message across.

If this has got you eager to learn more about creating video content, there are a few things that can help you prepare…

Scroll to the top of this page to listen to my full conversation with Mike!

Get Mike’s Virtual Presentation Kit.

Follow Mike on Instagram!

If you’re ready to start creating video and want to level up your content with video repurposing, then check out our Video 10x service and our LinkedIn10x service. Let us help you use your videos to become the leading authority in your industry!


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