5 Myths About Video Marketing for Introverts (Plus 10 Tips)

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22 min read

Is sharing on Video really, truly necessary today?

This article is for introverts and people who don’t have the resources, capacity, or desire for video right now, but aren’t necessarily ruling it out. 

I confess: I don’t really enjoy appearing on video. Most of the time. Not because I’m shy about it.. I’m not. If you know me, you may know that my “love language” and the way I communicate is verbal. It’s how I best express myself.

But for me, video is time-consuming and maybe not even the best use of my resources of time, money, and energy at the moment.  

I also have some very real practical reasons/excuses for not creating more video: 

1. I don’t have a good camera. I am using a temporary laptop with a  very low quality camera. Yes, I could buy one.

However, I don’t live in the US where you can order anything you can dream of and have it delivered to your door. I live in Bosnia. If I find something online, I’ll end up paying 3x the cost of the original item in shipping costs and import fees.

Not to mention that I’ve had stuff get lost in the mail. Yeah, it’s that bad.

And yes, I will figure out a way. I have friends in Tuzla and Sarajevo and other parts of Europe who can find one for me, and I can pay them when they visit. But that will be about 6 months from now. 

2. I’m also still working on lighting.  I’m not just being a perfectionist. I cannot in any way feel good about the product I would be producing on camera at the moment. Period. I’m not brand new to video. It’s truly embarrassing and doesn’t come close to reflecting my brand.

This doesn’t mean that I never use video, however.  I do, and I’ll explain more in a moment.

3. I had a brand called the Balkan Nomad. It was a brand that was all about video, photography, and secondarily, my blog.  It was an adventure and I took great pride and joy in creating video content. Today, I just don’t feel the same when I spend most of my days working from home. I also prefer to focus on a topic that isn’t dependent on someone watching me on camera. I’m not into being a “talking head.” 

4. I’m not really a video expert.  The more I know about digital marketing, which is  developing at a very fast pace, the more I realize I can’t keep up with everything all by myself. Video is one of those things I just have not prioritized lately. 

5. I’m very, very efficient at writing blogs. It also helps my SEO.  It makes more sense for me to turn written content into video than turn videos into blogs. 

6. I absolutely LOVE the idea of podcasting. It’s perfect for me and my audience preferences. This is where I choose to focus most of my energy for now.  With the right audio equipment, it has arguably the same feeling of intimacy as a video. PLUS people can listen from anywhere.. in the car, in the gym, or while doing household chores. 

These are my reasons and/or excuses for not creating more video content right now. 

I’m not here to give a definitive “YES” or “NO” opinion when it comes to if, when, or how you choose to show up on video.  Hell, I’m still practicing and learning. I have not ruled out creating more videos once I am satisfied with at least a minimum amount of video quality and the brand I want to stay true to.

I’m all about choices.  There are many more choices available to us than posting videos on social media, hoping to go viral, or on the other extreme, choosing not to create videos at all.

I’m also not here to let either one of us off the hook with tight excuses about why video isn’t important. Because I think it is.

Let’s get real about video, which is the medium that I think many of us, especially introverts, feel pressured into.

I think video is a fantastic medium, by the way. But there are a few persistent myths:

Myth #1: All people prefer video content over written content.

Nope.

This statement is based on a BELL curve. Meaning the “average person” may consume more video than read written content.  Sometimes simply because this is what’s right in front of them in the moment. The data is based on consumption, meaning that in many cases the ONLY option available was watching a video.

It was not based on asking a large and diverse cross section of people about what types of content they prefer.

Or asking what YOUR ideal client/audience prefers. Ask THEM.

Because of this, I was surprised to discover that I’m not the only one who would prefer to read an article rather than watch a video on most days.

There are many (myself included) who prefer to skim or read an article at their own pace, since watching a video can be too slow or too distracting. I can get through an article or transcript MUCH faster than the time it takes to get through a video.

It can also be hard to get through a video because of hearing/audio issues. For example, sometimes people can be difficult to understand because of accents, poor audio quality or volume, or affectations like vocal fry that can be annoying and make it hard to understand because frequency and volume drop off at the end of a sentence. Or a combination.

Hearing loss can also mean that video might not be the first choice. (Example: High frequency hearing loss can make it more difficult to understand female voices)

For all the talk about neurodiversity, sometimes the obvious is overlooked: DIfferent people prefer different types of media at any given time.

Sometimes it just depends on the content. There are times when I would rather read a blog, and other times when I would rather watch a video. I suspect that this is true for many others. I’m not entirely sure this has really, truly, been studied well. 

Myth #2: People prefer short videos over long form videos because of shorter attention spans.

Nope. Long form video is making a comeback.

My theories as to why:

1. Short form video doesn’t usually deliver the information we actually want and are actively looking for.

Although it does have its place, (it’s great for storytelling!) it’s often like reading the cereal box or a magazine at the dentist’s office.

You are not watching it because you asked for it, want to get real information from it, or want to be entertained from anything more than the weak dopamine hit you get from swiping or scrolling. It’s passive.

Long-form video, on the other hand (Think Youtube) is about getting the actual information you are searching for. (such as a how-to video) or for entertainment value. Sometimes it’s a little of both.

Again, I’m not against short-form video. What I don’t agree with is that this is the ONLY kind of content that people want to consume, and that it needs to be the MAIN focus of a content strategy. 

2. It can be frustrating to have to spend time searching and piecing together what we need to accomplish a certain goal.

Examples: Learning how to play a guitar solo, Email marketing strategy, learning how to leverage AI for your business.

I have the perfect example (a story) about my own experience: 

I have inadequate window coverings for the aggressive light that pounds through my southern-facing windows. It’s too hot, and there’s a constant glare on my laptop. I prefer more balanced and subtle lighting, and the option to rest in a darker room when my energy is low, which is often the case in the height of summer. 

I would also love to have some shade on the southern-facing balcony for myself and for the dogs. 

One day, I got so tired of it that I wanted to solve this problem as soon as possible. So I dropped everything and did some research on YouTube.

I typed in: How to build a sun shade (on a balcony) I’m not really into DIY home projects, and it’s not like we have a Home Depot in these parts.. Yes, I actually have to walk to the store (up hill both ways of course) and I have no idea where to find some of the materials I need for this project, or even if it’s possible. 

I also have to do all of this in Bosnian/Serbian.  

But my pain was greater than my desire to ignore this problem, so I decided that it was time to figure out how to make this happen. 

So I found a few YouTube videos. 

The first one was less than a few minutes long. Sounds fantastic for a person with little time or patience for this stuff, right? 

Nope. It sucked. 

I don’t know if you’ve ever tried to envision, draw, or build something that you are maybe not inclined to conceive of from scratch in your mind. 

In my case it was how to drill eye bolts into concrete, and the mechanism behind how the blinds would raise by pulling on (what appears to be) a single rope. For about 4 meters of sun shade fabric, which I imagine isn’t light. 

The video had no narration and it moved FAST. There were no detailed close ups on how to thread the rope(s) through each eyebolt, and a few other major points I missed. 

It was frustrating. 

The next video was longer and more detailed, but the dude got right to the point with close ups and detailed instructions. He didn’t rush. He explained how it works in a way that even a beginner could understand. 

Because of this video, I was able to create a drawing that I can give to someone who knows where the heck to get the materials and already has a ladder and a power drill (which aren’t really things digital nomads want to spend money on.. I need a better camera and a new laptop first!) 

I also don’t enjoy spending time on handy projects around the house. When it comes to home projects, I have so little patience for it that it’s probably better for me to leave it to the experts. 

The point of this story: I wasn’t impatient with the videos that lasted more than 5 minutes. I was impatient because I had to go through several videos so that I could find what I was actually looking for: COMPLETE and detailed instructions so that I could get the job done. I didn’t want to spend all afternoon hunting for this information. 

People still want to learn how to do stuff or be entertained by a story or idea that lasts longer than a minute.

Even having ADD/ADHD doesn’t always mean that shorter, video content is better, because it requires more patience to hunt for what we need.

Even if the purpose is more for entertainment, I think that many prefer going a little deeper than a 30 second video. They want to find out what happens next or hear the full version of a song. 

Maybe that’s why many people prefer to binge on a TV series (or series of movies) than watch an episode each week, waiting for the next one to come out.

Too much information for short attention spans

Myth #3: If you aren’t on video, you are seriously missing out on the best way to market your business

This is partially true. I’m not here to say that video isn’t’ powerful.

But there are plenty of examples of successful brands that focus on other media, like podcasting or blogging.

We all also have to start somewhere, and for many the easiest way is via blogging.

And see Myth #1: Not everyone prefers video, at least not all the time.

Myth #4: Video always means “face time” in front of your audience.

While it’s true that people will want to see your face, even if for just a few moments, there are many ways to deliver a message via video without having to sit in front of a camera.

Much also depends on the industry, process or method, and personality of a brand.

Examples:

I teach marketing strategy and “tech.” Slide deck presentations tend to work well for me because I deliver a lot of how-to information that is enhanced by visuals that have nothing to do with seeing my face. I can choose to add my face (a small circle off to the side) if and when I feel like it.

This requires more time for research and preparation.

A drum teacher may want to use a combination of camera angles and focus more on what they are playing than on showing their face, or they can also use musical notation or videos of famous drummers to demonstrate different techniques to enhance a learning experience.

The carpenter/handyman that produced the video on how to build a sunshade: I never saw his face and never noticed. I was focused on his voice and the detailed visuals. 

These styles may require more editing.

A therapist YouTuber such as “The Crappy Childhood Fairy” almost exclusively focuses on speaking in front of the camera, and it makes perfect sense.

This style requires a degree of comfort in front of the camera, preparation (makeup, hair, background) as well as good lighting.

A fitness instructor will likely need to have their entire body in the frame, and will be moving.

This requires a mic that can be worn, and possibly several camera angles or at least one very well framed and lit shot. 

A reiki healer may choose to focus on their VOICE to deliver guided meditations, using still photos as a visual focus.

This approach will require a good microphone and a quiet place to record.

Bottom line: Lots of coaches and personal brands feel the pressure for “face time” and I think it could be preventing many of us from showing up online.  Not every video has to feature someone talking at the camera. Sometimes the focus is best placed somewhere else, or on the voice. 

Myth #5: Choosing not to show up on camera is always about fear and perfectionism.

I agree that sometimes it IS about fear, perfectionism, and endless procrastination. I also believe that simply showing up as you are can be powerful.

I’ve totally avoided getting on camera because of procrastination. (This type of media takes a LOT of energy for me to produce) But for a few months, I decided that every Friday I would get in front of an audience. It was a great opportunity to practice. The more we do this, the better we get.

On the other hand, sometimes showing up on video with poor screen resolution and bad lighting (or bad sound quality) really doesn’t meet the standards we want to set for our brand.

And sometimes maybe it’s just not a good time or we need a break.

A good example would be if we’re experiencing a personal struggle, depression, don’t look or feel great, or just need some extra privacy and space.

When it’s actually an excuse:

1. You intuitively know it can help, but fear is holding you back

When it’s not:

1. You are feeling depressed, are struggling, or need space that is private and off limits to the public.

2. You aren’t in a position at the moment to upgrade your camera, lighting, or hair. (yes, I’m using this as a legit excuse) 

Hopefully this is temporary, but I’ve been there.

Sure, you can show up in harsh lighting in grubby clothes or on a bad hair day. But if it really isn’t you or undermines your confidence, then maybe there are other ways you can show up until you get these things in order.

I still do think that showing up on camera is a great idea and a way for an audience to connect to a real person, but how and when you do it is up to you.

3. You are just getting started. Everything takes longer at this stage, and you want to focus on one area and master it before adding something else (like video)

Remember: there are other ways to create consistent content: SEO, blogging, slide presentations, podcasting, etc.

At any given time, we can create a combination that works best for us. 

Tips for sharing via Video:

1. Know when to say NO. I’m not convinced that having to constantly show up live on camera is always the right decision, or that “dancing on TikTok” is a good use of our limited time, even though entrepreneurs are constantly pressured to create video content.

You may even want to experiment and see what kinds of videos work best for you and which ones might be a waste of time.(Let the DATA decide for you)

What you’re looking for is engagement, (This is key) not just followers, and not necessarily new clients. You’ll also want to have other systems in place. Good luck relying solely on viral iInstagram or TikTok videos to get new clients.

2. Know when to say YES. It could be that video will move you forward but you are stuck in fear, excuse, perfectionism, and procrastination mode. 

That’s when it’s a good time to overcome this fear and get out there and make some videos. 

Video is also a great way to refine your communication skills. I found that my speech patterns could use a little refining, and that the more I practiced orally articulating what I do and how I do it, the better I got.

You get to decide.  I also think that most people know whether or not they are being honest with themselves and use this insight to help them find a workable solution that is right for them at a given time. (This will shift and evolve.. you may want or need to make MORE videos, or you may decide to focus on it LESS.)

3. Know that there are different ways you can use video.  For example, it makes sense for me to use slide decks to present information to my audience. I can show my face in full screen mode for a  few seconds and switch to a different view with me appearing in the corner of the screen while my presentation takes center stage. Or skip being on camera altogether.

You may just need to find a way that works best for YOU.

4. Focus on listening. Shift to a format that involves asking questions, listening deeply, and a thoughtful response. I’ve seen some show up in this way and it comes across very well. The pressure is off from having to “perform,” and the focus is on the question being asked.

5. Use slide presentations. I’ve done this for years. As I just mentioned above, if you choose, you can be seen on camera as a small circle off in the corner or even choose to not be seen at all.

6. Practice feeling good on camera without going public with it FIRST. Good lighting can do wonders, as can a good camera. Tip: Good audio quality is a MUST. Mediocre video is tolerable, but bad audio quality isn’t.

I’ve been through periods in which I didn’t have access to a good camera, background, lighting, or a good haircut. Honestly.. I didn’t. So I chose not to feel pressured into it.

7. Create a repeatable format/ritual that works for you.

Camera/lighting/location: Do you have great lighting on one side of your house or in front of a window? Do you want to go for a walk and take some of the focus off of you just sitting there and show some scenery? Do you want to make your dog or cat part of the “show?” Make it a ritual.

Topics/Scripts: You may also want to have a general format to follow, if it makes it easier for you. For example, every other Tuesday you could give (3, 5,7,10) tips on a particular topic.

Or you could casually but thoughtfully answer questions your followers/community is asking.

Slide decks:  I’m mentioning this a lot because I LOVE slide decks! You could also do what I do and let a slide deck be part of the focus so it takes some of the pressure of having to look great on camera.

8. Learn how to use your platform in a controlled environment to gain confidence. Honestly, if something isn’t perfect or you make a mistake or there’s a glitch it’s not really a big deal, especially for live streaming.

You audience probably isn’t expecting perfection. They just want to connect with YOU.

9. Don’t compare yourself to your favorite YouTuber. I actually know a few YouTubers and it’s a freaking full time job for many, especially if the goal is monetization.

I have to remind myself of this too.. I tend to compare myself with YouTubers with nice backgrounds, high production quality, and fascinating content/talents to share.

The behind-the-scenes truth:  ( I know a few wonderful YouTubers and it’s not easy!)

They have been through days, weeks, and months when showing up on video was a challenge. What helps is that they have a system in place, including studio setup, (background, lighting, audio, etc) as well as a team that can take care of things like editing and all the other things that go into producing a successful YouTube channel. 

They also have a workflow that makes it easier on them by recording and batching videos a few months ahead of their release dates, so that they generally only spend one day a week recording and are never in a position where they need to create content in real time. 

You and I may not have a system like this in place. (I sure don’t) 

For us mortals, it makes sense to focus on the basics: good lighting, good audio quality, and practicing the art of video.  

Get help with editing if you need to. Not because it’s hard, but it can be tedious and time-consuming. 

At some point, you will want to start streamlining your workflow like my friends have done in a way that works for you. 

Later, if YouTube seems like a great media channel for you, you can start learning about things like optimization, editing, thumbnails, improving production, and monetization.

The next logical step from here would be building a team. 

10. The goal doesn’t have to be about the video content

Like I mentioned earlier, it could very well be that experimenting with video helps you articulate what you do in a more effective way, make you a better speaker, or even be repurposed into audio content or a podcast. (Just strip out the video content)

A few quick tips: 

This is easy to do with an app like Auphonic. No tech experience needed.. And it will also clean up your sound so that it has a nice warm, crisp sound.

You can also transcribe your videos using an app like Otter.ai. This works well if your thoughts flow more easily orally than via writing.

To sum it up: You have choices. Many of the choices available to you can take the pressure off without closing off the possibility of using (and genuinely enjoying) video as a medium to convey your brand message, point of view/perspective, and vibe. 

I would love to know what you think.. both about using video as a consumer and creating videos for your own brand. 

A business strategy that works for introverts

A lot of marketing advice comes from extroverts: Lots of time on social media, too much sharing, low-quality “small talk,” and what feels like a waste of time for us introverts.

There really is a better way.  My goal is to help as many brilliant introverted entrepreneurs succeed on their own terms without the external noise or pressure to show up a “certain way” online.

I offer both 90 day coaching packages and 2.5 hour strategy sessions to get you started on a business that actually works.

Hi! I’m Julie. 

I’m a self-described nerd when it comes to branding, marketing, and websites. I’m an INTJ/P who loves working with “thinking” introvert entrepreneurs who are also passionate about their ideas and serious about their business.  Feel free to explore a topic or search for something specific. 

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