The Power of Video to Promote Your Practice

In Members by MaryBeth Smith

People love video! Most of us have a pretty good video camera with us most of the day, in our smartphones. Yet few in our community have taken advantage of this tool to promote their practices. 

What are the benefits of creating short videos?

  • Be more visible. In order for you, your practice, or the Feldenkrais Method® of somatic education to be seen and known, you have to let yourself be seen. Each new piece of online content about the Feldenkrais Method increases public awareness and makes it easier to find more content, so it makes it easier for people to find you and book a lesson or come to a class. Why is this?
    According to the Impact blog,
    * 75 million people in the U.S. watch video every day.
    * Eighty (80) percent of all consumer internet traffic is made up of people watching videos.
    * And, just mentioning the word “VIDEO” in an email subject line increases the rate of opens by 13%.

    In other words, people are paying attention to video, and they will be more likely to find you and pay attention to you if you create some videos. 
  • Build trust and confidence in YOU. Let’s say someone is interested in trying the Feldenkrais Method. They find a few practitioners in their city in the FGNA Member directory, and google each one. Among five practitioners, one has a video listed in the search results.

    Who do you think that person is going to call?
    If you make a short video of yourself and provide some valuable information – a movement tip, perhaps  — viewers are literally “inter-viewing” you, without you having to be there. People do business with those whom they know, like, and trust. Video is an excellent way to create connection and credibility as you introduce yourself and the Feldenkrais Method to others.
  • Increase understanding. Again, from the Impact blog: viewers retain 95% of a message when viewed in a video compared to 10% when they read it in a text. A prospective client will not take action if they are confused. Use video to clarify your message about who you are and what you can do for them.
  • Provide a demonstration. According to Synetics Media, 98% of users say that they watched a demonstration video to learn more about a product or service. What’s more, four times as many people say they would rather watch a video and read a written explanation. A short video lesson can create curiosity, and engage your viewer in an enjoyable way. 
  • Budget-friendly. If you have a smartphone with a video camera, you can begin to produce videos. And posting them on YouTube, Facebook, and other platforms is FREE. Compare this with television advertising. According to Marketing Dive, there are 77 in-game slots for commercials during the 2020 SuperBowl. They were sold out by Thanksgiving, with some 30-second spots going for as much as $5.6 million. That’s just for the airtime, not including production costs. That explains why only 77 companies are advertising during the SuperBowl, and why millions of media creators are uploading 300 hours of video content every minute to the platform.

    In other words, your YouTube video has just as much chance to be seen as one from a major brand or influencer. But not if you don’t have one. 

There’s a ready and waiting audience that’s interested in what you have to say about the Feldenkrais Method. How to begin?

It’s easy to learn to make “good enough” videos from a wealth of online articles – and yes, YouTube videos – geared especially for beginners. Some of the articles are indeed off-putting. You could end up getting the mistaken impression that you have to invest in a bunch of expensive equipment first, or take a semester-long film-making course. While there’s nothing wrong with doing either of those, it’s probably better to take small steps, do just a little, experiment a lot, and check your results. Sound familiar?

One of the best resources is Steven Washer, and his YouTube channel, Visible Authority. He has made a series of short, free, video tutorials that will walk you through virtually any aspect of video production for social media. He advocates taking small, manageable steps toward a goal, so it is very easy for Feldenkrais people to listen to. Here’s a good video to start with.

Articles can be a bit overwhelming, because they give you an overview before you’ve taken that first step, and so can be intimidating. Never fear. If you’re looking for a list of dos and don’ts, pointers abound online. Here are a few of the best.

Most of the online resources advocate three main things: 

  • good light,
  • good sound, and
  • keep it short. 

While our die-hard Feldenkrais® audience will happily watch an hour-long video of a Functional Integration® lesson because 1) we know what we’re looking at, and 2) we are motivated to take the time to watch and learn —  most people outside of our community will not.

Consider your audience, and remember that people are busy. If you are creating a video for other Feldenkrais teachers, aim for under 15 minutes (unless it is a training video). For the general public, keep it under 5 minutes. The Impact blog says that videos under 2 minutes get the most engagement. Just as in a lesson, you want to give students a pause BEFORE they are tired or their minds wander, similarly you want your video to end before the viewers attention does.

When you upload your video to YouTube (or other platform), be sure to fill in the “tags.” These will become search terms so that people can find your video, even if they are not specifically looking for the Feldenkrais Method. For example, in addition to #feldenkrais and #feldenkraismethod, consider also including #movement, #backpain, #Parkinsons, or whoever your target audience is.

Lastly, a major benefit of video is that it is shareable. Your content can spread beyond your circle of influence if people like it. Just a “like” and a click on the share button, and voila! Your ideas spread. You can post your video on any social media platform and maximize your impact.

The result: increased visibility, perceived credibility, and clarity of message means more people will be calling you to book a lesson or attend your class. So start creating those videos, and post them so we can share! What now seems impossible is indeed possible, and can quickly become easy and elegant for you.

We’ll be watching!