This article is by Keith Bond, Regular contributing writer for FineArtViews.  You should submit an article and share your views as a guest author by clicking here.

Videos are becoming more and more common in email campaigns, blogs, newsletters, etc.  I subscribe to a couple newsletters that frequently include a short video clip.  I’ve seen some industry claims that suggest that in a few years, 60% of all emails may be video.  Who knows if this is true, but it does underscore the growing popularity of video.

Opportunity with Potential

So, the point is that there is an opportunity for you as an artist to incorporate video into your marketing efforts.  I personally haven’t done it yet, but I can see a lot of potential.  I plan to begin using video in the near future.

I won’t write about the ins and outs of using video, because I am not an expert.  But I will share a few observations and thoughts. 

Keep it Short and Pointed

One of the newsletters that I subscribe to frequently has a short video embedded in the email along with text.  The video is a brief summary of or introduction to the text.  It is always short, usually no longer than about 2 or 3 minutes.  Though, occasionally up to 6 or 8 minutes. 

The speaker is speaking directly at me and addressing the “What’s In It For Me”.

I like this format for several reasons. 

Easier to Watch a Video than Read

This reminds me of a line from the movie Matilda.  Danny DeVito said, “There’s nothing you can get from a book that you can’t get from TV faster.”  

Of course TV and video don’t replace reading.  But when it comes to marketing your artwork or yourself, there is a place for video.  Most of us have huge volumes of email and don’t always have time to read a lengthy article.  But I can watch/listen to a short clip.  Maybe I’m just lazy.  But I don’t think I’m the only one.  I’ve seen claims that the open rate for video email newsletter is greater than traditional email newsletters. 

If I like the content of the video and want to find out more, I can read the text and/or click on the links.  A good video compels me to want to act (whether to read more or to purchase).

A Personal Touch

Another thing that I like about the video is that it helps me relate to the person easier than through the written word.  When a person is talking directly to me, and I can see that person’s mannerisms and personality, I connect on a level that is different than if I simply read an email article.  It has the potential to be more personal – if done right.  You are building relationships through your artwork.  Add to those relationships with personal messages via video.

Conversational Tone

The tone is much more conversational than a written newsletter.  In fact, for many who struggle with writing, but can hold a conversation, this could be a great alternative. 

Get Noticed – for Now

The newsletters that include effective videos stand apart from those of similar content that don’t have video.  In other words, they stand out.  They get noticed.  In a few years, as they become the norm, this may not be the case.  So start now (myself included).

Content and Communication

As with any blog or newsletter article, the possible topics are innumerable.  You could talk about your work, someone else’s work, art philosophy, art methods and techniques, art books you read recently, upcoming show announcements, special invites, workshop announcements, clips from a recent workshop you taught, etc.  The possibilities are endless. 

And, as with any other form of marketing, content and clear communication are crucially important.  Much of what is out there is mere noise.  Don’t add more noise.  Add value and substance. 

More than a Demo…Much More

I realize that many of you have YouTube videos showing the evolution of a work of art or a slide show of your portfolio.  Those are fine and have their place.  But I’m talking about something much bigger than that.  I’m talking about a video in which you are looking directly at me and speaking directly to me.  Again, the topic could be anything and it could certainly include shots of your art or someone else’s art.  But the power of video goes far beyond a demo.  It is a way to communicate your message in a more personal way.  And it can be a powerful way to invite me to act.

Christine Kane does a super job using video effectively.  Her short clip on her home page is a perfect example of what I am talking about here.  She uses similar clips in her newsletters. [1]

Have you been successful in using video?  Share your experiences with us.

Best Wishes,

Keith

[1] Although I am a male, and she markets herself as a mentor to women, I subscribe to her newsletter because I value her insights and opinions.  I find that what she shares is helpful to my business.