May 28, 2020
The pandemic has thrust business aviation toward more digital engagement. Companies that had just dipped their toe into the social media and online video waters pre-COVID are now considering a full dive. To help association members get started with video engagement, presenters on the May 27 NBAA News Hour – the first to showcase video of the speakers – offered tips and insights.
“COVID forced us into a digital world, so we want to make sure we do it right,” said Dan Hubbard, NBAA senior vice president of communications, moderating the webinar. “We all want to make sure that we are communicating effectively.”
Being able to connect on a personal level is more important than ever, Hubbard said, with potential customers, employees, colleagues and others.
Rachel Kopczyk, media coach and host of LadyOnTV.com, agreed. “Video is the best way to connect with people. Now is a great opportunity for CEOs and others to increase their use of video. You’ve got to keep in touch with your current clients, so they know you’ll be there when things reopen.”
Pick the Right Platform
It’s important to know who your audience is when choosing which platforms to use and how often to post a video. “Understanding your audience is key to choosing specific channels for specific things,” said Chris Quiocho, founder and CEO of Offland Media. “It’s also important to measure your reach and use data to see what’s working and what’s not.”
Quiocho recommended LinkedIn and Facebook for professional audiences and sheer numbers. Even TikTok, which skews toward a young audience, “will be a beast someday,” he acknowledged.
The media experts agreed it’s nearly impossible to post too much video, but they recommended short segments that tell a story. “Being digestible is key, no more than 90 seconds or so,” advised Trevor Rappleye, CEO of Corporate Filming. “Put the script away and make it authentic.”
Rappleye suggested posting social video at least three to four times a week, and to be consistent, such as posting every Tuesday morning. A cross-section of employees and clients should also be filmed, not just the CEO. “Get the person at the front desk. Wherever the story is, go there.”
Anyone can make a good video. “Just be yourself,” advised Kopczyk. “An imperfect video with some mistakes is much more relatable than a perfect scripted video.”
Skip the Pricey Camera, Invest in a Good Mic
Webinar presenters suggested a modest investment in lighting equipment and a quality microphone, insisting the camera in most smartphones is perfectly up to the task.
Defining a goal for your video engagement is important. “It’s not necessarily all about the numbers,” said Kopczyk. “You want to have a strong group of people engaging and interacting with you.” The presenters advised making it easy for people to ‘like’ or follow you. Try announcing your video post in an email, they added.
“You are in business to grow, and being online helps you stay ever-present,” declared Quiocho. “Using video is an extension of face-to-face, and helps you stay top-of-mind.”