001: Why Video Matters


The podcast dedicated to giving you a no-bullshit look at what it takes to build relationships through video. This is for the scared, the overwhelmed, the awkward as fuck, and all those who believe diy doesn't have to mean amateur but don't know where to start ...

Welcome to the Video Matters podcast.

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Tors Grantham

Tors is a television professional, who studied all aspects of television production before launching her career spanning almost a decade. She's worked with a BAFTA nominated production team, has her own entry on imdb.com, and has even walked the red carpet several (terrifying) times.

She's had chips thrown at her by David Tennant (it was an accident, he's got terrible aim), she's interviewed some amazing actresses, and she attended the cast and crew screening of Empire Strikes Back at the grand old age of four. 

Now she lives in south Wales with a large dog and a small cat, where she uses the knowledge she gained in her television years and beyond, to help online biz owners step in front of the camera and connect with their audience.


In This Episode

Everybody's talking about video, but do you know why video works? In this, the first episode of Video Matters, I'm talking about why it really really does. I'll cover how video impacts audiences, some surprising stats you may not know, and provide a gentle smackdown on why you need to start now. I'll also fill you in on what you can expect from the Video Matters podcast in future.

I’m so excited about this podcast, like ridiculously so. It’s been a long time coming, I’ve been thinking about this podcast for about a year, but if I’m honest, I was scared of committing to a show that would have solo episodes. Fear of being visible isn’t new to me, I spent most of my life being terrified of going on camera too, and that fear played into my decision to go work in the professional television industry, because, well, if I worked in telly no one could make me go in front of the lens, right?

Surprisingly it actually worked. And the time I spent training and then working in television taught me a lot of little tricks that can seriously help you level up your videos so amateur is never something you have to worry about. It also helped set me on the path to getting over my fear of going on camera, because when you work for the BBC and have the opportunity to go hang out on the TARDIS, fear is not going to stop you. I’ll be talking more about my journey to get over my fear in an upcoming episode, but for now I want to talk about why video matters.

So let's chat about what video can do for your business, because - let's face it - it's a doozy.

How about because video is so powerful it can create an emotional response in a viewer in 30 seconds or less? They don’t even have to be familiar with the brand! It’s why advertising budgets run to the numbers they do, it’s why Hollywood has the power it does, it’s why industry leaders are telling everyone to start using video. Video's ability to connect with the audience is unlike any other kind of content, because people connect with people and what better way to get to know a person than to see and hear them?

Not to mention, your customers are likely to be information hungry but time poor. There’s literally hundreds of signals, messages and flashing icons screaming at them for their attention day in, day out. So what happens when they come across content they want to consume, but have the attention span of a goldfish? They skim. Worse, they may turn around and search YouTube for a video version of it instead. You know why?

Because it’s easier to consume.

MIT scientists discovered that our brains are so smart they can identify images in as little as 13 milliseconds. 13 milliseconds! That’s seriously fast! We’re drawn to movement, think the T-Rex from Jurassic Park, because that’s basically us. But our brain can identify what we’re looking at ridonkulously fast, probably so we never got eaten by a sabre tooth tiger. Regardless of how this skill developed, in video terms, it means that people are more inclined to notice and pay attention to moving images. 

When it comes to online content, creating your messaging in easy to digest format is just plain good sense – not everybody likes to read, okay? And if they’ve only got 15 minutes to find, read and understand a piece of content that answers their burning questions or solves a problem, chances are they’re not going to read a 2,000 word blog post. But they would watch a video. Epic content is, yes, epic, but when half a billion people are watching videos on Facebook every damn day (according to Forbes), taking advantage of video is kind of a no-brainer. 

You think that’s a crazy statistic? Try this,

Hubspot’s research shows that 45% of people watch an hour or more of video per day.

According to Google, half of 18-34s would stop what they’re doing to watch a new video by their favorite YouTube creator.

And that 40% of millennials trust YouTube for content; with 60% saying videos they’ve watched have changed their world view.

Doozy is an understatement.

And now that home video technology is small enough to fit in a pocket, shit’s got real.

Because, there's a war going on out there - a war of video content. It started with Google and YouTube becoming One. So if you only take away one excellent reason to start making videos from this episode, that right there was it.

YouTube videos in Google search results.

I mean, do you see Facebook videos appearing in the search results? No you do not.

Of course, what that meant was that Facebook didn't want YouTube/Google having all the fun. So they cut organic reach but dangled the video carrot in front of its users and said 'welp, if you post epic vids, we'll show them to the fine folks that follow you ... but otherwise you're shit out of luck' ... or something like that. Actually it was probably nothing like that, but you get the gist.

Not to be left off the video bandwagon, Twitter climbed on board and did something very similar, followed by Instagram.

So now all the cool kids are playing in the video sandpit, I have two words for you: Peer. Pressure. Ha, no I'm lying. Organic. Reach. And it's not going to last.

Basically, video can help you reach more people than any other kind of content you post online, and you don't even have to pay to make it do that (although you can if you want). All the algorithms currently support video and increase it’s reach, So that video bandwagon? That's why you need to climb on board too. Because that isn’t always going to be the case. At some point the algorithms won’t be skewed in video’s favour, and it’s probably not as far away as you might think.

Video’s ability to connect is always going to be there, but your ability to stand out by using video has never been so great than it is right now. Because not everybody’s doing it yet. And that, that’s why video matters. Because connecting builds relationships, and relationships build businesses. And video is the best way to do both.

And that’s what I want to help you with with this podcast. I want to help change your mindset around video, especially if fear or overwhelm is an issue, because that is so very normal but can feel insurmountable. I want you to feel not alone in that, I want to help provide tools to overcome it, and I want to make video fun and accessible, because it should be.

So that’s why the video matters podcast. Short and sweet episodes, with a smattering of cursing, because that’s just how I roll. I realise that the odd f-bomb may not appeal to you, and that’s okay, you aren’t under any obligation to like me. I’m going to be coming at you weekly, and it’s going to be a mix of solo eps and guest interviews, because I don’t know it all you guys and I want talk to people about all kinds of video, live, webinars, social video, pre-recorded, Stories and Snapchat, all the things, nothing’s off limits. 

I also want to demonstrate that what you’re feeling and struggling with around video you aren’t alone with it. So #RealTalk with my guests, to chat about their experiences, expectations, obstacles and key takeways around video. It’s also why this podcast is going to be a little different, I’m not just focused on tactics or equipment, but in the learning curve and mindset it takes to make good consistent video. I’m going to be coming at this from a different perspective and, sorry guys, this is aimed mostly at women because I feel like we have more social conditioning we have to overcome to get on camera. I mean, I hope you’ll find it useful, but some of it may not apply to you, so feel free to skip episodes if that’s the case.

And if you’re loving an episode, hit me up. I want to hear about what you think, come over to the shownotes, leave me a comment, tweet at me, email me, send me a carrier pigeon, I don’t care, I’d just like to hear your thoughts, experiences and ideas for upcoming topics and guests. Because I’m doing this for you, and I can’t do it without you. I’m just a girl, standing in front of a mic, asking you to subscribe.


We all know video's the new black, but do you know why it's so effective? In this, the first episode of the #videomatterspodcast, I dive into what makes video work so well and what you can expect from the podcast

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