Gideon Shalwick, How to Create Irresistible and Engaging Video Content – InnovaBuzz 315
Gideon Shalwick, Splasheo
In this episode, I’m really excited to have as my guest, Gideon Shalwick who loves helping entrepreneurs get their message out to large, global audiences using the power of video to effectively build their audience and dramatically improve engagement. His company, Splasheo, makes it easy to create super engaging videos, ready for social media domination! Splasheo is a 100% Done-For-You video captioning and framing service.
In our discussion, Gideon and I talked about:
- Building a connection with your marketing, otherwise it’s just noise
- Being your customer – really understanding your viewer and their pain points
- Listening to problems people have and be really helpful, to generate new opportunities
Sandi Eveleth in episode 244 introduced us to Gideon.
Listen to the podcast to find out more.
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Show Notes from this episode with Gideon Shalwick of Splasheo
Key points and takeaways from this episode include:
- Creating value and leveraging that value through marketing have to work together really well. There’s no use creating the most innovative product or service in the world, if no one knows about it. There’s also no good in promoting something that is not really a great product or service. So, these two have to work together really well.
- Be open to opportunities and just listen. Sometimes, we get too caught up in doing too much market research and guessing through market research what people really want. It’s not until you get your hands dirty and feel the pain for yourself that you start seeing those opportunities.
- Marketing must include videos. If you are marketing online, it’s silly not to use videos.
- Video is such a powerful medium. It’s a remarkable tool for building affinity not just with your audience but with everyone.
- Videos are authentic. People know that it’s coming from you. Videos build trust.
- Shifting your awareness into a different place makes a huge difference. The deer and headlight effect happens when your awareness is at the back of your mind and people can pick up on that. They can pick up where your awareness is. If you can shift your awareness into the lens and imagine that you are speaking to a real person, that makes a massive difference.
- People don’t necessarily want more information. What they really want is a sense of connection. Connection opens up the gates for information to flow in.
- Captions are essential to videos. Captions build engagement and connection.
- The secret to good reading is not about the words but the images and emotions that those images create. It’s the same way with captions. Captions create visual imaginary pictures for people to consume when they watch your videos.
- Captions create movement that attracts people. People notice movement. If there’s movement, people notice it and they stop.
- Captions create open loops that people naturally would want to close.
- Captions massively increase your engagement, connection, and watch time on your videos, which means you are going to have better opportunities for building trust and having a relationship with your audience.
- Translate your captions with 100% accuracy. Stay true to how people speak and what they say. AI is useful but it can’t pick up on little things that help with the connection. It can’t pick up quotations, jargon, and names. AI also struggles with knowing where to break sentences. It breaks the chain of thought and flow of the conversation.
- Make your captions as perfect as possible. If your job is to connect with your viewer, you want to remove as many points of friction as possible. Every time there is a slight mistake in your captions whilst people are reading it, it creates an opportunity for interruption that creates an opportunity for disengagement.
- Captions help engagement regardless of your message.
- Be very clear on understanding your audience’s point of view, their pain points, struggles, and desires. Really understand what it is they truly want and create content that responds to that.
- You have to create a balance between creating content that you are interested in and content that your audience would be interested in. It’s not just about you and it’s not just about your audience. You have to bring those two things together.
- Speak with conviction. The only way that you can speak with conviction is if you are truly passionate about what you are talking about.
- Be yourself and other people who are like you will resonate with that.
- Having true empathy with your customer allows you to come up with solutions that you never would come up with market research.
- Client interviews are very useful especially for improving your products.
- Happiness is one of those things that the more you pursue, the less you get it. Happiness is one of those things that the only way you can get it is by giving it away.
The Buzz – Our Innovation Round
Here are Gideon’s answers to the questions of our Innovation round. Listen to the recording to get the full scoop.
- #1 thing to be more innovative – Be your customer. It’s one thing to imagine their pain and trying to put yourself in their shoes. It’s another to actually feel it. Once you can actually feel it, you can have true empathy and you become driven to get rid of that pain. Once you have that true empathy with your customers, you are going to come up with solutions that you haven’t even thought about.
- Best thing for new ideas – Go into the market with an attitude of just being helpful.
- Favourite tool for innovation – Remarkable 2, Asana, Kanban boards.
- Keep project/client on track – Set deadlines and consequences.
- Differentiate – Forget about yourself and make everything about your customer.
To Be a Leader
Enjoy the journey. Hone in on the process as opposed to the outcome. If you’re not enjoying the process, you might enjoy the outcome when it does come, but it won’t last very long. Outcomes and goals are useful but you will definitely become a happier person if you can figure out how to enjoy the process for getting there.
Gideon suggested we have a conversation with entrepreneur and Founder of Blog Mastermind, Yaro Starak. So Yaro, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Gideon Shalwick.
Cool Things About Gideon
- He’s also the Co-founder of Veeroll, a platform that helps people create highly effective video ads on YouTube.
- He holds a Master’s Degree in Engineering Management from the University of Canterbury.
- From time to time, he offers private coaching and training to help other entrepreneurs grow their business using video marketing.