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Expert videos

The power of (sharing) knowledge

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expert-videos-2 (what is it_)

What is it?

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.

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Why do you need it?

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.

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expert -videos-4 (What does it look like_)

What will it look like?

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.
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Top three use cases for expert videos