Unless you’re, say, the leader of the free world who — with one unscripted comment — can cause a sell off on Wall St. or disrupt a long-burgeoning relationship with a key ally, I am not a big fan of teleprompters, or the use of a script for online video presentations.
Sure, there are exceptions; for example, when a company is in crisis communication mode and needs to directly address consumers, shareholders, or regulators with a very specific message (often reviewed/approved by lawyers).
But, in most cases, scripted video will turn off viewers rather than engage them, (the primary objective of social media marketing).
Here are 3-reasons why:
- Because you’re not a blood relative of Anderson Cooper or Savannah Gutherie, it will be obvious to your audience that you are reading a script. This quickly conveys “paid-advertisement” which takes away from the credibility and trust you want to establish. Instead, scribble out a few queue cards (set in logical progression) of the key things you want to say and speak off the cuff as you would during a public speaking engagement.
- Scripted video mutes your personality and passion − the very things your viewers evaluate when making buying decisions, especially when selecting service providers. Subconsciously or not, they are judging your smarts, likeability and reliability, all of which are difficult to convey when reading a script.
- Unscripted video is now the dominant standard online −and website visitors expect to see it. You can thank YouTube for this as amateur, cellphone, Skype and webcam videos are the most consumed, i.e. watched, video clips.
Remember, people won’t follow websites. They follow people, so the more human you are, the more natural and “real” you represent your company or firm, the faster your organization will develop a loyal following and listen to what you have to say!