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You didn’t ask for this. You don’t want to do it. Being in front of a camera is one of the most feared activities for many. It’s called camera shyness. But increasingly the focus is on having real people talk about their work, rather than using paid speakers or unknown narrators. And today not only the company’s leaders need to be prepared for their “close-up”, but also those who are on the front line. The designers. Researchers. The product experts. The people in the production hall. The customer service representative and others. This trend of using real people to tell stories has many benefits for companies.
First, it gives the organization a face. The viewer gets to see people in action. Everyone loves getting a sneak peek, going behind the scenes and seeing how things are designed and made, hearing about the challenges and seeing the results. Of course, that means someone has to be at the front.
Are you the right person?
If you are asked to be on camera, here are some things to keep in mind. First, do you have the experience to speak on the topic? Are you knowledgeable? Were you directly involved in the area covered? Do you agree with the company’s views and are you passionate about what you do?
This may seem trivial, but all too often individuals find themselves in a situation where they have to talk about something that doesn’t interest them, and it shows when you step in front of the lens.
Today, video case studies and product videos are crucial to a company’s marketing efforts. You can be selected based on your expertise, whether you are a technical expert or a subject matter expert. People want to hear from engineers, developers and scientists. They like the perspective of the people who do the work versus those who market and sell.
In recruiting videos, companies like to feature a variety of people, from new employees to more experienced ones. If you have a story of career advancement or a great passion for your work, you are the right person to be at the forefront. People also like to hear from people who look and sound like them. So if you fit the target group of potential employees in demand, you’ll be at the top of the list and interviewed for your story.
Related: A Beginner’s Guide: 6 Ways to Use Video to Boost Your Brand Presence
Are you camera friendly?
Believe it or not, many people, even introverts, can be camera friendly. The key is to just be yourself – not worrying about how you look or overthinking everything you say. The camera “likes” people who don’t put on a show or try too hard. If you are honest and relatable, the camera will be your friend.
Another quality that makes you camera-friendly is the ability to make complex things understandable to others. Can you tell a story as if you were explaining a concept or business initiative to a friend? When you have facts and a story that illustrates them, it’s a powerful combination. Some people tend to use jargon or acronyms. Nothing puts a listener off faster than not understanding the content. Avoid using words that are not commonly understood. People who use simple, direct language can reach an audience and capture their attention. And when it comes to language, less is more. Can you speak succinctly about the topic? Not to walk around or get distracted?
Over the years, numerous studies have emphasized the importance of nonverbal communication. Up to 80 to 90% of communication takes place via our nonverbals. If face-to-face communication is so important, what happens when you’re up close and personal with your audience on camera? Facial expression, eye contact gestures and tone of voice are amplified in front of the camera. If you don’t feel comfortable in your own skin, it will show. However, if your nonverbal skills are good and what you say matches your appearance, you can send a strong message.
Some of what makes people camera-friendly is hard to explain, but you know it when you see it. Viewers are attracted to attractive people, but it’s not just about their good looks. I spend a lot of time interviewing people for corporate videos, and the ones that really shine are attractive because they’re comfortable and have engaging personalities. They are authentic and it is obvious to everyone that they believe what they say. It’s fun to watch people who are dedicated and excited about what they do.
Are you ready?
One of the biggest problems I have when interviewing or coaching people to get on camera is that they over-prepare. You remember. You want every word to be perfect. These people are usually terrible in front of the camera. Here’s my simple advice if you want to prepare for the camera.
Because of your knowledge, you were asked to be at the forefront. Write down three to four important points and jot them down on a large notecard if necessary. Don’t try to sound smart. Just be yourself.
Think of a video opportunity as a conversation with someone you like. This is an opportunity to share your knowledge. Nobody speaks perfectly. If you make a mistake, correct it and move on. Most likely the issue will be resolved in the editing room, so you don’t have to worry.
Appearance is important. This means looking well-groomed and wearing clothing that doesn’t distract from the message. Keep it simple: Use solid colors and no flashy jewelry.
If you are asked to create regular video posts for your business, consider taking training to become more familiar with the camera. Learning simple things, e.g. Such as where to look, how to speak in short cutscenes, and more can boost your performance.
Related: How to have confidence in front of the camera