Using Video to Create Your Infopreneur Business
Most entrepreneurs choose to build a new business based on products or services, but a third option is becoming increasingly common for those thinking about starting a business: infopreneurship.
Infopreneurs build their entire business around information products that help customers learn something valuable to them.
Information businesses usually rely on a mix of different format types to package and promote their information products. In this series, we’ve already looked at using ebooks and tutorials to become an infopreneur, now we’ll look at one of the most popular information formats out there: videos.
Ways to Use Videos in an Infopreneur Business
Videos combine different information formats. You’ve got visuals, text, and audio all wrapped up in one package. They allow viewers to learn and consume on multiple levels at one time and can use the combination of media types to help keep users’ attention while they watch.
And video is massively popular. Over a billion people use YouTube, the primary platform for viewing videos online. One-third of the time people spend online is spent watching video, and 92% of mobile video consumers say they share videos they like with other people.
That makes video a potentially important part of a good infopreneur strategy. As we’ve discussed in other posts on the series, infopreneurs generally have to figure out the right mix of content types to build their infopreneur business on and the right balance in determining which items to offer for free as a way to promote the business, and which to charge for. Working videos into an infopreneur business strategy poses the same challenges.
There are four main ways infopreneurs can use video to build their business.
Base your business entirely on videos.
Some YouTube personalities have managed to make a business out of nothing but videos. If your videos get enough views, you can start to make a share of the ad revenue. For a rare few, that can result in enough money to make a living.
For most aspiring infopreneurs though, that’s not your best route. Reaching the point where you have enough followers and views on YouTube that your small portion of the ad share adds up takes a long time, if it ever happens.
But there are some types of information businesses that can work by offering video alone. If you have a number of valuable videos to offer, you could set up a subscription service like the Daily Burn, which is built entirely on workout videos that people pay a monthly fee for continued to access to. That kind of business model requires both having a lot of videos and for them to be the kind of thing people will want to access repeatedly.
While building a business on video alone is possible, most people reading this will be more likely to benefit from using video in one of the ways described below.
Use video as a way to promote other information products.
This is one of the most common ways infopreneurs use video. Jessica Smith offers free workout videos to people that may later become interested in the weight loss plans she charges for. College Info Geek uses a YouTube channel to help build the brand that makes him money through affiliate links on his website. And The Suitcase Entrepreneur offers video training to visitors likely to benefit from her online courses.
Of all the options included here for using video, this is the one you’ll see used most frequently by successful infopreneurs. A well-made, short video gives potential customers a low-commitment way to learn more about the business and get a sense of the infopreneur behind it. It personalizes the brand while adding value, which makes it a great format for getting new customers through the door to start considering your other products.
Use video as an information product you charge people for.
This is less common, but still a possible route to take. If you make videos packed with enough valuable information, you can charge for them. With so many free videos out there on YouTube though, you have to make sure that your videos are unique and high quality enough to stand out from the pack.
With this option, you can either offer a subscription model for access to a number of videos, like the Daily Burn does, or you can offer individual videos for sale on your website or through video platforms like Vimeo.
Use video as part of the information products you charge people for.
This is a much more commonly used method than simply selling video as a product alone. Amongst the most common products infopreneurs sell (and the type of product they typically charge the most for) are courses. And most courses include video in some form – video of the infopreneur talking about their experiences, video that provides a screencast of how to do something, or a video presentation on the subject at hand.
For a good number of infopreneurs, video isn’t treated as a lucrative product to sell on its own, but is instead included as an important part of the information product that is.
How to Make High-Quality Videos
Since videos do involve the combination of a few different formats, they can take more work to put together than some other information products. Videos can take a number of different forms as well, which also influences what’s involved in making them. While there will be a bit of variety in the particulars of how to make a video for your infopreneur business, here are the basic steps you should plan on taking.
Step 1: Figure out the topic(s) your target audience will be most interested in.
If you’ve been reading our other posts on starting an infopreneur business, this step will sound familiar. The first thing you should do with every information product you make is figure out what it should be about – not based on your own interests, but according to research you do on what your prospects are interested in.
Clearly define who your target audience is, then research what videos are most popular in your general information space. This will both give you an idea of which sorts of topics the market is already oversaturated in so you know what to avoid doing, and can teach you the types of topics and video styles your audience responds well to.
Make a list of ideas you have that are relevant to the subject area your infopreneur brand offers and that aren’t well covered in videos that are already out there. Now decide which ones seem worth the time and effort to turn into high-quality videos for your audience.
Step 2: Create a plan.
Videos take enough time and moving pieces to create that you want to have a plan in place to ensure your work is efficient and you’re prepared to get the most out of it.
Figure out what you want your videos to look like. Will they be recordings of you doing something your customers want to learn, like a particular exercise or how to do certain gardening activities? Will they take on a show format where you interview experts in your field or answer questions from customers? Will they be recordings of presentations you create on the computer, with a mix of text and stock images? Knowing the basics of how your videos will look will help you determine what you need to create them.
You should start to get an idea in this step of what products you’ll need to buy and whether or not you’ll need to hire professionals for any part of making your video.
If your videos will primarily be screen grabs and online presentations, then you’ll need a good screen recording software, like Camtasia, to record your videos with. If you’ll be making videos that include recordings of you or other people doing something, as with an interview show setup or cooking lessons, then you’ll either need a good camcorder or to spend some time practicing how to take high-quality videos on your smartphone.
Whatever decisions you make in this stage, you want to have a basic idea of how your video will look and what you need to do by the time you move on to the next step.
Step 3: Write your script and storyboard.
Before you do any recording, you need to work out exactly what you’re going to say in the video, and what image you plan to have on the screen at the moment you’re saying it. If you’re doing something like an interview show, then you may not need an exact script to work off of, but you’ll want to have a general plan going into recording to keep things running smoothly.
For most types of video, you’ll want a script prepared that you can work from as you record that includes both the words you’ll be saying and what visuals you want showing up on the screen to match those words.
Before you get to the point of recording, read over your script out loud to see how it sounds and how long it takes you to read it. Then go through the steps of your video a couple of times while reading the script out to get practice matching your words to what’s happening in the video.
Taking some time to practice your video run-through in advance will make the recording step go much smoother.
Step 4: Record your video.
Now, you record! If you’ve done the proper preparation, you may find this step to be much easier than those that have come before. Keep in mind while recording that you’ll be able to cut parts of the recording out, so it’s ok to record the same part of the video a few times to get it right.
Step 5: Edit your video.
Be prepared for this step to take some time. If you’re not familiar with the process of editing a video, check the tutorials and instructions provided with your video recording software. (Note: if you use a camcorder, you’ll need to purchase video recording software separately. If you use a screen recording software, editing is usually an included feature).
Cut out any parts that don’t work or include unnecessary noise or talking. Add in any music, images, or intro and outro slides you plan to use (be careful here to stick with media you have the rights to). And turn that video into a complete, polished, professional product.
Step 6: Launch your video.
You have a few options in this step for how to launch your video.
If your video will primarily be a way to build your infopreneur business and help promote your other products, then you should put it up on your website. You may also want to put it up on a website like YouTube to give it a further reach as well.
If your video will be something you charge customers for, then look into a service that will make that possible, such as:
- Wishlist Member which allows you to keep your content restricted from anyone other than the people that have paid for it.
- Cleeng which allows you to make your videos available for pay on a video-on-demand model.
- Vimeo which allows you to load your videos to their platform and sell them through it.
- Patreon which works on more of a donation model, but allows you to encourage fans to donate a set amount to you each month in exchange for special content.
Take some time to review your options, considering the pricing and features of each, and figure out which route is best for what you’re hoping to get out of your videos.
(Quick note here: if your video was created to become part of a course, then this and the next step will apply more to the full course than the individual video).
Step 7: Promote.
Whether you’re planning to use your video as a promotional tool or a product you make money from, this step is important. Figure out a promotion plan to get your video in front of more people. Make sure you use the proper tagging in YouTube to make it more discoverable by people searching and browsing on the website. Share it on your social media platforms and create an awesome landing page for it.
Consider if it’s worth investing in paid advertising on search engines or social media to help expand the reach of your video. If you’re just starting out, spending a little bit now to reach the right audience for your information products can help you grow your following quickly.
Videos take a lot of time to create, but a video that’s high quality and provides information your audience needs can do a lot to help build their trust and interest in your information brand. It’s an important tool in any infopreneur’s toolkit.
Kristen Hicks is an Austin-based freelance content writer and lifelong learner with an ongoing curiosity to learn new things. She uses that curiosity, combined with her experience as a freelance business owner, to write about subjects valuable to small business owners on the HostGator blog. You can find her on Twitter at @atxcopywriter.