Recently, I have been pushing video to everyone I can—especially Facebook video. Why? Look at this chart from a Facebook page I manage:
On that Facebook page, we only post one Facebook video a week alongside six blog post links and three share squares.
Despite all of that, the five-to-seven minute video we make each week is the piece of content that gets the most engagement and reach.
Why is that the case? Because Facebook is heavily favoring video in its algorithm.
So, as I have seen video be more and more successful in the Facebook pages I directly oversee, I have done everything I can to push the people I coach to create as much of it as they can.
The problem is, I am often met with a common refrain: “Our video team is stretched too thin. They don’t have time to record video for Facebook. They have more important videos to make.”
Yes, your video has more important videos to make than Facebook videos. But that’s OK, because you don’t need your paid, professional video team to make Facebook video.
Creating good Facebook videos requires little time and (relatively) cheap equipment. If you have an iPhone, 15 minutes a week, and a lapel microphone, you can do it yourself.
When I am working with people and encouraging them to create video content, one of the first objections they have is that they don’t have enough time. Often, they are already creating a few pieces of blog content a week, and even that is a stretch. So, they say, they can’t take the time to make a Facebook video.
With a LifeWay employee whose content I manage, creating our once-weekly Facebook video takes 10 minutes a week, plus maybe an hour a month to organize the content for the videos.
When you create video content for Facebook, it doesn’t need to be new content. Your Facebook videos can just be video versions of blog content you have already written.
Block out an hour of your day. Print off five or six blog posts you’ve written that you can talk about on video. Briefly read each one beforehand. Have a friend set up an iPhone to record you, and spend five to seven minutes talking through each one of the blog posts in their own videos.
Unless you’re not a good speaker and you need multiple takes, you can talk through each of these blog posts in one take without a problem. You already created the content for the blog, so you’re familiar with it. You’re just talking about it instead of writing about it this time.
I am never in favor of repurposing content in the same medium, like reposting a blog post. However, I am most definitely in favor of repurposing content across mediums, like turning a blog post into a video and that video into a podcast.
You can make the time to create video content. Trust me. “But,” you may protest, “I don’t have a nice camera or lighting equipment.” That’s OK. You don’t need more than a smartphone and about $84.
You don’t need fancy lighting as long as you can find good lighting in your setting. You don’t need a bunch of production equipment as long as you can film the video properly the first time.
You probably need a tripod to keep your camera (smartphone) steady, and you should probably use a lavalier microphone for the best audio quality. Other than that, it doesn’t have to be very fancy.
We need to think differently about creating video for the internet. If you have the time and resources to create super professional video for Facebook and YouTube, go for it. But not having $10,000 worth of equipment or access to professional videographers is no excuse to avoid creating video content.
Get creative. Don’t make excuses. Just start creating, failing, learning, and improving.
Chris Martin is the Co-Creator and Chief Content Officer at LifeWay Social as well as a Content Strategist at LifeWay. He and his wife Susie live outside Nashville, TN.