133 - Busting Short-Form Video Myths (That You Probably Believe)

Annette Richmond (03:11.086) Hi, I'm Annette Richmond. Thanks so much for joining me today. Now, I've been thinking a lot lately about what people get wrong when they start to think about video.

And there's one idea that keeps coming around that I want to talk about today. Annette Richmond (03:49.912) There's this idea people have about video that somehow it means dancing on TikTok or doing one of those slick transitions or even cloning yourself videos, the kind that I like so much. I've even seen coaches selling, build your business without dancing on TikTok as part of their pitch.

And the reason that that works is because so many people really believe that that's what video is.dancing grannies and cat videos. Annette Richmond (04:25.822) and everyone doing video is under 40.

Well, they're not. There are plenty of people in their 40s, 50s, 60s, and beyond doing video. None of those things are true. Video, the kind that actually helps you grow your business is you sharing information, tips, techniques, whatever that you would share with your clients or potential clients.

It might be answering questions that you get asked all the time. That's it. No dancing and no trick editing. Annette Richmond (05:04.

238) When you actually look at the research, like Wistia's 2026 State of Video Report, viewers don't expect or even want a Spielberg movie. They want a real person. Wistia put it bluntly in the opening of their report.Audiences don't want expert polished productions anymore.

Annette Richmond (06:14.114) While I love experimenting with the cool stuff, the videos that actually build trust with potential clients are the useful ones, which is why I do those too. And when it comes to you on camera, nobody wants a news anchor or a daytime talk show host or a corporate spokesperson reading a script created by the marketing department.They want to see a human, so just be you.

Annette Richmond (06:48.086) Now I know you might be worried about people judging how you look or how you sound on video. The truth is nobody's thinking about you because they're too busy thinking about themselves. Annette Richmond (07:05.

602) When they're looking at your video, they're thinking, is your message going to be relevant to them? Is it going to help them in some way? Annette Richmond (07:22.166) If you don't believe me, think about it.

When you're watching a video, are you thinking, wow, that lighting is really awful, or that guy should really drop 10 pounds, or maybe that woman sounds like a chipmunk. Now that's what I think when I hear my voice, but that's another story. Annette Richmond (07:45.378) But here's the other thing.

If someone is actually judging you like that, they're not your people. Your people are showing up wanting to learn from you, to get to know you, to see if you're someone that they would want to work with. The ones who judge you, they weren't going to work with you anyway. Annette Richmond (08:52.

494) I know creating content takes time, particularly video when you're just getting started. But one way to make the most of your time is to do what I do and share the same video content across multiple platforms. Annette Richmond (09:09.42) The videos that I share on LinkedIn are the same videos as I share on Substack and TikTok.

Annette Richmond (10:14.72) Now there are some people saying, you know, LinkedIn is in Facebook. Annette Richmond (10:34.062) Now there are still some people saying LinkedIn isn't Facebook or TikTok is a different audience.

And sure, the audiences are different, but not as different as you might think. There are plenty of businesses and people over 50 on TikTok. And for those complaining about reach on LinkedIn, it's down on TikTok too. Annette Richmond (12:03.

352) The same video that builds trust on LinkedIn builds trust on Instagram. The same you that shows up on TikTok is the same person your audience will recognize on Substack. You don't need a different version of yourself for each platform. You need one version of you posting consistently everywhere your people are.

Now, I just want to take a quick minute to push back on something that I heard recently by someone I admire, and I am paraphrasing here. But the person said something along the lines of, if you are uncomfortable on video, you just shouldn't do it on LinkedIn because video reach isn't that great right now. And I get that, sticking to something you're comfortable with, particularly if video isn't getting as much engagement.Makes a lot of sense.

Annette Richmond (20:00.024) But here's my take. If you're uncomfortable, you don't avoid video. You practice because here's what's happening.

While you're sitting it out, your competition is getting better. They're posting, they're showing up imperfectly. They're showing up imperfectly, but they're building the muscle. And they're also building the trust that you don't get with other formats.

Annette Richmond (20:34.06) You don't get comfortable by thinking about doing video. You get comfortable by actually doing the thing badly until you do it less badly. And then you move to okay, and eventually you get pretty good.

Annette Richmond (20:51.79) And that's why I talk about Banish On Camera Anxiety or BOCA all the time. 14 days, one video a day, no posting, no review. On day 15, you watch them back, the oldest to the newest, and you will see a shift.

Not because you became magically confident, because you started to build the muscle. Annette Richmond (21:19.406) So here's the takeaway. Video isn't dancing on TikTok.

It isn't a performance. It isn't a different version of you trying to please people on different platforms. It's you talking to your people, doing it badly at first and then less badly. And eventually people might start saying, you know, you're really a natural on video.

So be you on video, the right people will find you. Thanks again for joining me today. If you found this episode relevant, please share it with a friend. I bet they'll thank you and I'll see you next time.