Expert videos give the floor to those who know their stuff.
They support your claim to expertise in a specific field. Sharing expertise demonstrates competence; it also highlights your brand’s values, and your priorities as a company.
The big selling point of expert videos is the speakers’ authority. Expert endorsement means that your claims are scientifically valid; and expert advice or insights are a popular ‘freebie’ for internet users.
If you have interesting insights to offer, chances are good that they will get shared. Your audience gets something out of your videos: they can learn something and look smart when passing it on. By making knowledge available for free, you also create a relationship with potential customers, partners or future staff – it’s a great way to engage with specific target audiences.
Expert videos can feature interviews, testimonials or presentations. The expert can face the camera or be shown at work; it can be have a look and feel similar to an interview during a news report, or to a documentary where the interviewee will be speaking to someone off camera.
Another option is the let the expert face the camera, like a presenter: this is the most direct form of engagement with the audience but requires a confident speaker.
Tips for a successful expert video:
Before getting started, ask yourself how you would like the expert to support your company – they can do so in different ways and this will impact the way the video is shot and promoted.
Popular ways to use expert videos are to
- provide insights into the work of your company;
- tease free ‘appetisers’ of the kind of knowledge that you also sell to your clients;
- share fun facts, did-you-knows or mythbusters to get interactions and garner interest for the particular kind of expertise you have to offer;
- feature proven professionals who can vouch for your products or services; or
- highlight your commitment to promoting knowledge in a particular field.