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Category: Digital · 4 min read

How to Create Videos That Make an Impact

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on January 16, 2020

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on January 16, 2020

Man making a professional video

Videos have become the preferred format to get information on the internet. By 2022, experts predict that 82% of all internet traffic will be video.1 

That means your prospects and clients are more likely to watch a video than read an article. Are you accommodating them? Do you have videos out there promoting yourself and your business? If not, now’s the time. Here are some tips to help get you started.  


Keep it Short 

Everyone is scrolling. We’re breezing through our social media feeds, stopping occasionally to watch or read certain posts. But we only stop if it’s someone we recognize or something that immediately piques our interest. When we do stop, we skim, because our attention spans are seconds long. We will only focus on something for so long before we move on to the next post.   

With that in mind, make sure you keep the videos you create as short as they can be. In 2018, 73% of business videos were under two minutes.2 Don’t cut the video so much that it doesn’t make sense anymore, but keep in mind that the shorter it is, the more likely your viewers will sit through the entire thing.  

Your prospects and clients are more likely to watch a video than read an article. Are you accommodating them?

Include Subtitles 

When someone is scrolling through social media and sees your video, there’s no sound to it. In order to hear it, they have to click on it. That’s where subtitles play an important role. Think about when you have the time to scroll through Facebook. Are you able to watch videos with the sound on? Many times, it’s not an option.  

So, with this in mind, take the time to write out all the words to your video. When you upload your video to Facebook or YouTube, there’s an option to add in subtitles. Don’t post your video without them.  


Don’t Use a Script 

Videos are easier with a script to read from, but try to not use one. Instead, speak off the cuff. People can tell when videos are scripted, and it can make them lose interest. Make it more authentic by not using a script at all, if possible.  



Believe it or not, your attitude and energy comes across crystal clear in video. So, smile and be happy. If you’re having a bad day, don’t record a video. Don’t force happiness, wait until it’s genuine.  


Try Both Professional and Personal 

Some people say professional videos shot by professional videographers is the best route to go, others say that simply recording a video of yourself on your phone is enough. Try both, and see what works best for you. Do your social media followers react more to one over the other? Do you feel more comfortable with personal videos over professional? The choice is yours. Both are viable ways to produce effective video content for your business. The quality matters, but videos on your phone can still be edited and recorded in a quality manner.  


Be Clear 

Whatever method of video recording you choose, the important part is that you get across one clear point to your viewers. What’s the one thing you want them to take away from watching your video? Focus on that. Spell it out. If you’re talking to them about a complex financial topic, break it down and say it in a way that they can understand. 


Share Them 

After you’ve created a video or two, it’s time to share them on social media. Start with Facebook. They have the most active users, followed by YouTube.3 You can upload the video right to Facebook and hit post. It’s that easy.  

If you have the budget, it may even be beneficial to “promote” the video post, so that it shows up in more people’s feeds (even people that don’t follow or like your social media page). And you don’t have to post it once and never post it again. Wait a while, post about some other topics or services, and then re-post the video with a new caption above it. This keeps your video relevant and keeps you in front of your clients and prospects.   

To give your video an even longer shelf life than a couple social media posts, have it visible on your website. Put it on a page of your website where you want people to spend a lot of time. Maybe it’s the home page, the page explaining your services, or your about page. Wherever you choose to place it, it should be in a logical place that’s easy to see it and play it.   


Post on a Regular Basis 

The more videos, the more content you have to post on a regular basis. If you can, develop a video schedule to keep you on track. List out all the videos you have, and release them in an order that makes sense. The best way to make the most out of your videos is to split them up into smaller videos, allowing you to have even more content to share.  


Go Live 

One last thing: let’s talk about going live on social media. You can start broadcasting straight on Facebook, Instagram, and YouTube live from wherever you are. This is as unfiltered and authentic as it gets. If you have something immediate and important to say or announce, this is a good way to go. If it can’t wait to be recorded later, then going live is an effective way to reach a large audience.

Whatever method of video recording you choose, the important part is that you get across one clear point to your viewers.

Just hit record. You’re only going to get better at videos if you start trying to make them. So, give it a shot. Think about something you want to talk to your clients about, and record it. 



1. Cisco. “VNI Global Fixed and Mobile Internet Traffic Forecasts.” 2019. 

2. Vidyard. “The 2019 Video in Business Benchmarks You Won’t Want to Miss.” 2019. 

3. Statista. “Most popular social networks worldwide as of October 2019, ranked by number of active users.” 2019. 


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Written By

Mark Williams

President and CEO

Mark Williams is the President/CEO of Brokers International. Over his more than 25 years of financial services experience, Mark has been both a producing independent agent in the field and a home office leader consulting to agencies and field marketing organizations. Currently, Mark is focused on the future of the insurance industry, from the disruptions of InsurTech and robo-advisors to the changing demographics and needs of customers. He also is an avid mentor, helping financial professionals navigate the industry.

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