3 Ways to Use Video to Connect with Your Audience

Becoming an Instagram Strategist (3:11)

Why Video is Important (5:07)

Three Types of Video to Build a Connection with Your Audience: (7:19)

1. Instagram Stories (7:19)
Your audience is likely watching through stories more than they’re scrolling.
It allows you to be less curated and people like that.
It’s more accessible for creators and end users.

2. Instagram Live (11:39)
Instagram Lives Show Up First on Instagram
Ways to Show Up on Live:

• You can Host a Q+A and engage your audience.
• Webinar Style with Powerpoint Slide Functionality
• Have a Guest Join You Live to Swap Followers
• Pop Up Coaching

3. Instagram Reels (16:55)
Instagram Reels have taken over the primary form of video on Instagram.

• You can show your personality.
• You can reach new audiences and grow your following.

Links
shinewithnatasha.com
Instagram.com/shinewithnatasha
Sunshine Shop
Prompt Pathway in Bright Pages

Review the Transcript:

Jess Ekstrom:
All right! Welcome back everyone. Today's episode, we're going to be talking about three ways that you can actually use video to engage with your audience online. Now I have gotten better, but I have had a really tough time in the past, like flipping it on to selfie mode, hitting play, especially going live because I feel like it has to be super polished. Oh my gosh, do I need to put on my fake eyelashes? Do I need to do all these things in order to just turn on my video. But Natasha, who we have on our podcast today is the Founder of Shine with Natasha and she helps you shine online. And according to her, the way that we can shine online is by doing more video. So let's get over our fears hit record, and Natasha is gonna show us how to do it. And also Natasha has a prompt pathway on bright pages. So be sure to head to bright pages.com, use the code pod P-O-D for one month free. Please welcome Natasha.

Natasha Samuel:
What's up, everybody. It is just extra and welcome to business on the bright side, the podcast where you can learn how to make a living and make a difference at the same time. "Life is short" and so is my attention span. So let's get started.

Jess Ekstrom:
Okay. So I will admit when we were just recording on your podcast when we were on... So, okay. Let me back up for a second. Natasha and I were also on clubhouse this morning together, hosting a room. Then we recorded her podcast. Now we're recording my podcast. So this is the day of Jess and Natasha. And I was almost laughing when we were recording yours. Cause we're on zoom and you said something really good. And I almost flickered my mute button. We were off, but we're on zoom. I was, wait, that's not a thing. Oh my God.

Jess Ekstrom:
That was so funny. I would say that is such a clubhouse thing. And I-I'm one of those, I feel like new platforms on social media always make you feel old. And I remember thinking I'm, does that mean people want to like speak? Or, are they telling me to shut up? what does this mean? And then I realized that it was like clapping and I'm like, wow. Oh my gosh. Yeah. I was just going to say for anyone who is new to clubhouse or doesn't know what it is like, it's an audio only social media platform. It's almost listening to like a podcast in real time. That's like more, riffing, but they flickered their mute button on and off when they're clapping for you. And so I've been in such the habit of clubhouse that I was flickering my zoom, mute button [crosstalk 00:02:48] on your body.

Jess Ekstrom:
But you, I mean, you're always on cutting edge. I feel social media like updates. I feel I'm always three weeks later. I'm like "Oh, what this button do?" You are always on it. So where did this come from? With you, how did you get into Instagram and helping people strategize?

Natasha Samuel:
Yeah. So similar to you. I loved writing as a kid and I really, it grew into storytelling and journalism until in college. They told me journalism was a dying art. So I went to marketing to kind of figure out how can I tell stories and really create that connection that I think that writing can create, but use it for marketing and content creation. And that eventually went into social media. So I then kind of niche down where I was, what social media platform really excites me the most. And it was Instagram. And then Instagram, inherently has adopted a ton of video types, literally stolen a lot of them, but that's a whole other topic for another day, but I love how the video really, I mean, it helped me build my speaking career. It inspired my podcasts. It helped me really build real connection and community on Instagram. So it kind of just became my favorite thing. Of course, it's not the only thing I post, but that's kind of how it led to Instagram strategies specifically for video.

Jess Ekstrom:
Well, you've been my, my go-to anytime there's like a new update or a rollout, I'm okay, I know that Natasha has probably already explained this in a way that I'll understand and already posted about it. So I'm always so grateful for your resources, but one of the things that you have posted me or pushed me to do and really pushed your followers to do is do more video. And that's something that for me, used to feel really heavy. I'm just, if I do a video, that means I have to put on makeup or I have to have great lighting and like all of these things, but you're, no, just hit play. So I was, why is video so important? And then I would love to get into the three types of videos that you suggest to build that connection with your audience.

Natasha Samuel:
Yeah. So there's so many reasons why video is important. I think the first thing is that people are so used to social media, which means they're used to seeing ads. Then of course there's nothing wrong with ads, but I think that people are really looking for ways that they can connect with the person, the founder, the team behind the brand that is showing up.

Natasha Samuel:
So I think when it comes to really getting great engagement and conversation with people, video makes it so much more accessible, especially when you're showing up in your comfy clothes that you're wearing that day or makeup free or whatever that looks like for you. It might feel imperfect and professional, but that's really what builds connection with people. And I think also with video, is that the way, we love writing here. Photo can only tell so much of a story. And I think with video, you can explain things, you can use your voice, you can show things, demonstrate things. So I think that when it comes to teaching or educating or inspiring or whatever you're using your Instagram content for, it really helps facilitate that. But I also think from a thought leader perspective, whether you're a coach or a speaker or a podcaster or aspiring to do any of those, it helps you show up better in those areas.

Natasha Samuel:
I think an example of this is, is if you're on a live stream and you're doing it on Instagram regularly, I mean, you're going to really learn how to engage with an audience, talk on your feet, all things that you actually use as a speaker. So I think that it really builds your skill set of using video in other parts of your brand really grow.

Jess Ekstrom:
And the reality is, is that like also people are tired of reading. I know that sometimes I get lazy and I'm just, well, I'll just post a photo. And then just post a three-year long caption about like everything you want to say, but you know, people are-are tired of reading. And so I think that video is definitely where we're heading. So let's get into the three types of videos to help build a connection to your audience. So where would someone begin? Like what's like the lowest hanging fruit in terms of video.

Natasha Samuel:
Yes. So I think that if you're doing any type of video on Instagram, it is Instagram stories and there's a few reasons why the first thing is considering how people are consuming content on the Instagram app. So chances are, they're either scrolling through their feed or they're tapping through their stories. So when it comes to stories, I would argue probably 50% of people only want stories. So first of all, you're getting your audiences eyeballs on your content. Second of all, it is very easy to create because I think the less perfect and creative it is the actual better it can be. And of course I'm an Instagram strategist. I love every single app templates, funky tool to create fun stories. And I use that sometimes definitely, but I think that it's so accessible because you can literally film, add text and show up on the spot with stories. It's very easy to use.

Natasha Samuel:
But I think when we're talking about strategically, when it comes to selling your services, connecting with people, collaborating, relationship building, all these things, the way the place that really happens is direct messages. So stories are literally a segue to DMS because when people reply or react to an Instagram story, you're in a one-on-one conversation with maybe your ideal client or someone that could be a podcast guest or whatever that looks like for your brand. So I think when it comes to engagement and also converting people into buyers, I think that stories are the best way to do that. And whoever's watching your stories consistently. Those are your warmest leads and your most valuable people that are a part of your community.

Jess Ekstrom:
Yeah. And I think that looking at your DMS too, as a place where you can actually connect with people is incredible and something that I never really thought of too, as selling in my DMS.

Jess Ekstrom:
And then I changed those canned responses. I don't even know what you call them quick reply, quick replies. Yes. So I realized, okay, I'm getting a lot of questions about public speaking or I'm getting a lot of questions about book writing. And I changed my book, my quick replies to have, a canned response about mic drop workshop, a canned response about book pop. Of course, I'll still like sometimes respond myself, but it made it seem like selling in my DMS a little bit more manageable even when like the kind of the quantity of your DMS goes up. The other thing that I liked that you said about stories is adding text and I've also found that, I just want to make sure that all of my content is accessible to people and being able to add text or even alive transcribe and caption your stories.

Jess Ekstrom:
You showed me like app called threads or something, which is like an Instagram app where it transcribes it for you in real time. Yeah. I absolutely love using threads to do that. And I think that not only is it making content more accessible for the hard of hearing there, but it's also that a lot of people like myself included are listening without sound on sometimes. It's just the reality of things. So it also helps with retention on your videos too.

Natasha Samuel:
Awesome. Yeah, I know that. I don't listen with sound on a lot. I just looked at the caption.

Natasha Samuel:
Quick question. Have you ever thought about writing a book? Because in my opinion, books are the new business card. After I published chasing the bright side with Harper Collins, I was able to get more speaking engagements. I was able to get more press placements and really grow my personal brand and impact. And I want to help more women get traditional book deals like I did. So I'm hosting a free workshop where I tell you three secrets to landing a book deal, head to business on the bright side.com and sign up for free today.

Jess Ekstrom:
Okay. So what is this second type of video that someone can do to build that connection with their audience on Instagram.

Natasha Samuel:
Yes. So the second type of video is Instagram lives, which I know I've already hinted at. And in 2020, it definitely had its moment. I think we all had, that's fine where you went on your Instagram app and you couldn't even see stories because lives were just happening all the time. Like everyone was going live. And I think the reason of that is because lives are the most engaging type of video because you can connect one-on-one with a guest with your community, with your followers, literally live in the moment. And I think with lives, I also will preface as I'm sure a lot of your audience are wanting to build their speaking careers. And I have had event coordinators literally tuned into my live stream and then DM me afterwards saying they would love to have me speak.

Natasha Samuel:
So [inaudible 00:12:30] That's amazing, amazing, right. And I mean, that's just you showing up to serve your community, but it literally does attract people and show it's like a little mini speaker real, it's giving people a taste of what it's like to work with you. So I really love lives and there's a few different ways that you can use them. So the first one which I feel is kind of one of the easier ones is to actually host a Q and A. So there's two ways you can do this. The first is by posting a question sticker onto your Instagram story. So you're doing two in one. And by posting that question sticker onto your stories less than 24 hours before your live, whatever responses you get, you actually can pull up during that live stream for Q and A and also while your live, they have the option to submit questions into a little question box while you're live streaming.

Natasha Samuel:
So by hosting a Q and A not only does Instagram, then notify your audience that, Hey, they're doing a Q and A, so it's definitely a more engaging type of life to watch, but it literally tells you exactly what to say. So you're not really struggling on what to say, what should I go live about? Like just have your audience pretty much guide the live stream. I would say another type is by kind of hosting like a training or a webinar. I actually have some Canva templates to actually help with this because there's a certain format of a design that you can do and you can actually access your camera roll and tap through the photos. Just like you would a PowerPoint or slides while you're like speaking or presenting. Yeah. It is like [crosstalk 00:14:08] holding these Canva templates in the show notes because I need to get them for myself.

Jess Ekstrom:
That is amazing. Cause I always tell speakers in mic drop workshop to test content by going live, see what kind of, it's such an easy way to try something out and test it and see what kind of engagement you get. So that's amazing. I know that lives, I get so afraid when I do them, but then the ones that I tune into, I love watching like Chrissy Tie gen, cracking egg while she's like making breakfast. And I'm, if this is the kind of content that I enjoy watching, I clearly don't have to be perfect when I go live. Oh yeah, I completely agree. And I think, this like list of webinars, style life, she was a great option. I think Q and A's are a great option, but I say that also like those imperfect moments, those impromptu lives, all those things that probably make you really nervous to show up and like you have to have a million things to talk about.

Jess Ekstrom:
I feel like you're actually what people like to tune into the most. So, that's definitely another type of live stream that you can create. And then another one of my favorites is having a guest join live. So whether that's me and you having a conversation just like this on Instagram live stream, and it's kind of a little growth hack because it's pinging both of our audiences. And it's a really great way to get into, tap into someone else's follower bases and swap followers that way. And then it's also a really great way to do like pop-up coaching. So whether you want to audit accounts or give advice, and I've also done, we've done our annual holiday party supposed to do annual party and we all will wear like Christmas sweaters and people will just request to join live. And we just hang out and say hi.

Jess Ekstrom:
And so I think you can really get creative with how you use lives. But I think when it comes to and engaging with your audience, but also really presenting yourself as a thought leader, it's like the best type of content. And they go on IGTV now, which is double bonus out.

Natasha Samuel:
So you can keep them, they don't expire after 24 hours.

Jess Ekstrom:
Yep. So the replays can be shared directly to IGTV. So then you can tap into that audience that maybe couldn't tune in live as well. Yeah. And with the joint lives, that was a huge way that I marketed chasing the bright side when it came out. It because when the pandemic couldn't go on this massive book tour anymore. And so going live with people, I felt like it was more impactful than traveling from city to city. It was like you got direct access to their, their audience just by simple click of a button and a good conversation.

Natasha Samuel:
Oh yes. Totally agree with that.

Jess Ekstrom:
So bring us home. What is the third type of video that someone can create to build that connection with their audience?

Natasha Samuel:
It is going to be the one that is not going to surprise any of my people. And it is reels, I have been the biggest advocate of reels ever since I saw Tiktok, really start to blow up in February. And so I was learning Tiktok because I knew with Instagram's nature, they were going to copy it. And there was going to be some form of short form video clips, music, the trends I knew all of that was going to come over to Instagram and, and ever since using reels, I have seen such insane organic growth, which I know growth. Isn't everything follower, accountant, isn't everything. But to be able to create a piece of content that you know, will get your content, that you're spending so much time and energy into to actually get it in front of new people.

Natasha Samuel:
And it's going to last more than 24 hours on the feed, and you're going to be able to grow your audience with those ideal people, I think is a pro enough to using reels. But we've kind of touched on this before is that people are that short attention spans. They're tired of reading, but they're also tired of sometimes tuning in and watching something like a super long form video. And I love reels because they're super bite sized, but they still can pack a punch when it comes to telling a really awesome story or giving an actionable tip or teaching something or showing something. And when it comes to just what type of content is performing best on Instagram, it is hands down reels. And I really think that if you consistently use them, you'll start to see more engagement. You'll start to see an increase in your followers.

Natasha Samuel:
You said, you're, you're on the Tiktok bandwagon. And I don't have to do the dancing or anything, which is totally true. You don't have to do that for reels. But I think that it's a really great place to show your personality and have a lot of fun with your video content. And I, I do want to say when, when reels first came out, I did a 30 day reels challenge. It was 60 [crosstalk 00:18:51] was amazing. It was insane, very amazing but insane. And it was kind of this just big, crazy experiment of, let's see what happens if all we do is post reels and some stories like that is absolutely it. And just in those six weeks, I got 5,000 new followers and they were like quality followers, ideal clients, ideal customers. And my audience itself were, this is the most fun I've had consuming your content and getting valuable.

Natasha Samuel:
So very crazy experiment, but definitely show that no matter how big your account is, you can see results.

Jess Ekstrom:
And I think that what was helpful for me with the 30 day reels challenge was one the prompts, which I would love to turn into a bright pages prompt pathway, which I'm conduct about. But, but to just, the reels were still so new, the biggest barrier to me was just learning how to do it. How do you make the text disappear? How do you add music? How do you do this? And you've been so good at creating those tutorials and walking people through it. So if you're listening and the thing that is getting in your way is not the what, but the how definitely follow Natasha, Natasha, what's your handle again?

Natasha Samuel:
It's shine with Natasha.

Jess Ekstrom:
Yeah, definitely following Natasha. And I don't know if you want to shout out any other resources, but like you literally are. The reason why I can do reels is because you showed me how to do them.

Natasha Samuel:
Thank you so much. And yeah, I mean, you can spend hours and hours figuring out how to do it, which is what I do. Or you can watch a video and instantly know how to do all the editing and fun hacks and stuff, and really be able to utilize these types of videos in your strategy. I will say that my shop, which is the sunshine shop, it has a lot of really affordable resources, including the 30 day reel challenge, which is now a mini course. And also those Canva templates that I mentioned for lives. So if you're looking for just bite-sized ways that you can Up level your Instagram strategy and organization, that's definitely the place to go.

Jess Ekstrom:
Yes, definitely check out the sunshine shop. I feel we were just meant to be together. We have the bright side, we have shine. We have our yellow background, all the sunshine, it was destined to happen. I'm so glad you heard me on Jenna's podcast years ago. And we got to be, Instagram friends, which is basically a modern romance.

Natasha Samuel:
Exactly. This was so fun. The collab three times, three times in one day. Awesome. Thanks for being here, Natasha.

Jess Ekstrom:
Thanks for listening to business on the bright side with Jess Ekstrom. I love to send out the episodes every Monday with a quick text and a quote from me. So text me the word podcast to (704) 228-9495. That's (704) 228-9495. And if you want to see what the show notes are from this episode, head did business on the bright side.com hit subscribe here, write a review and I'll see you on Monday.