It’s vital to manage your first impressions, especially if you’re doing video presentations for your personal or business brand.
Initially, your viewer may have no idea who you are or what you do. Or they may view your video outside of your web platform or out of context.
First-time viewers can be less forgiving and simply judge you by what they see. Unfortunately, that becomes the “anchor” by which they will judge every subsequent exposure to you. Providing they stick around long enough to watch.
No matter what your skill set, your target audience will have expectations about how an expert should look, sound, and behave in the context of your work.
If you want them to perceive you as the go-to thought leader in your space. You must not leave this to chance. It’s here that you must clearly position your thought leadership by design.
Position your thought leadership by design. Do not leave this to chance
Some Harvard Findings!
A study by Harvard stated:
“Within a few seconds, people have judged your social and economic level, your level of education, and even your level of success. Within minutes, they’ve also decided your level of intelligence, trustworthiness, competence, friendliness, and confidence”.
Imagine how that translates to your business video, where your viewer can pause, replay or go full screen on your presentation and scrutinize you even more intensely?
Remember, the viewer of your video presentation is only an arm’s length away from you on their viewing device. This is an intimate distance, and very different compared to if you were presenting to a live audience or meeting in person.
Crafting your first impression is something you have complete control of. Make it count.
Sweat the Small Important Stuff
It’s your face representing your personal or business brand, and often it’s the little things that will undermine you. In order to be persuasive, you need to control the visual information you portray on screen.
It’s the subtle things that many presenters overlook (or are unaware of) that can powerfully influence your viewers on a subconscious level, and negatively impact your trust and credibility.
Human beings unconsciously evaluate hundreds of pieces of information every second and make decisions without being consciously aware of it. They just “get a feeling” about a person, and then look for evidence (confirmation bias) to confirm that feeling.
How do you want to be Perceived by your Target Audience?
What do you want people to see, hear, and feel when they discover you on video for the first time?
In order to optimize your first impression, you must focus on 3 core areas:
- Your appearance,
- your voice
- how you physically express yourself within the confines of the camera frame
Anything short of the mark creates a less than optimal first impression about:
- You as a person
- Your professionalism
- Your offerings
Whether it is your presentation itself or the video production quality, anything that is perceived by your viewers as inferior is more likely to be judged harshly.
Meet Your Target Audiences Expectations
In today’s information-overloaded society people take cognitive shortcuts to make snap decisions about what they see on screen. Your goal is to have your target audience instantly get a gist of who you are. They will quickly judge whether you seem honest, and make assessments about your credibility. You need to quickly demonstrate that you have their best intentions at heart.
Advertising agencies cast people who look just like the intended target user for the product or service. Customers who identify with the actors or models in appearance, social status, and background will be influenced to view the brand favorably.
You need to make it easy for your target customer to psychologically “get you” so they engage with you and your message positively. They need to visually register and emotionally identify with the physical image or the “type” of person they see on screen.
You need to manage how you come across on screen so your audience doesn’t have to guess, or worse, jump to the wrong conclusion about you.
I always stress to my clients that the key to creating compelling online video presentations is not merely to “be yourself” – rather it is to bring the very best of yourself to the screen.
Create your First Impression by Design
- Check your background. Your background setting must be congruent with how you want your brand to be perceived. Does it add to your brand or does it distract? Could you incorporate some subtle form of product placement in the background?
- Good lighting is essential. Don’t have your back to the window. Make sure you are facing your light source. Good camera lighting is your “friend” on camera. Done well, it can make you look even better than you do in the flesh
- Do you look the part? Is your wardrobe “on brand” and congruent with your key messages? Make sure you wear what your target market customer would expect you to be wearing if they were to do business with you
Your Creative Expression Video
- Modify your body language to cater for the confines of the video frame. On-screen everything is magnified, so “stage presenting” or even normal everyday body movement will look excessive on-screen, and can upstage you and your delivery
- Watch out for random body movements. Often when we are excited, nervous, or anxious we can have a tendency to shift our body weight, flap our arms and hands, or bob around which can be highly distracting to your viewer. Excessive movement on camera will upstage you every time – so make sure that any on-camera movement is a specific action (Side note: actors hack-trick: the quickest way to upstage your screen partner and steal the scene is to move around while they speak)
- Write out and learn your script prior to filming. You want to have your brain fully focused on your performance – i.e. on the delivery of your message, not trying to remember what to say next (which can make you look unsure of yourself and ‘zoned-out’ on-screen).
- If you are thinking of using an Autocue – I don’t recommend it unless you are highly proficient with it i.e.
- you can alter your vocal intonation
- and can relax your eye contact with the lens while reading.
- NOTE: In my experience viewers tend to disengage with the video presenter due to the psychological barrier that reading from an autocue entails. Also, it can make the video presenter come across and inauthentic and emotionally disengaged from the meaning and purpose of their message.
- A warm genuine smile, a relaxed face, and a calm focused mind, with steady confident eye contact, will appear captivating and engaging on video.
Practice delivering your presentation to the camera (not to the mirror, or to a person in the room – that technique will fail you). The video camera will not give you any feedback like a human being does – you need to get used to receiving no feedback if you want to come across well on-screen. Several rehearsals prior to recording will help reduce speech “flubs”, as well as warm-up vocals and your face and jaw (notorious places for tension) note: tension will always show on-screen.
- To help with tension, try to make yourself laugh prior to filming. Laughing will relax and emotionally free you up. It will also open your airways and put you in a great mood!
Remember you are the star. Be your “best self”. Be genuine, warm, engaging and really focus on the value that you are delivering to your viewer. Smile (it’s attractive), and most of all have HEAPS OF FUN and you will look good on video!