Why Choose a Spokesperson
Updated: Jul 15
Adding a spokesperson to your video marketing strategy is a great idea in theory … but not all spokespeople are created equal. In fact, a BAD spokesperson will actively drive customers away from your business.
These days, just about anybody can set up a camera in their basement, buy a cheap lighting kit and microphone, and hit record. And video production rates have decreased dramatically over the years. Thanks to sites like Fiverr, some people are willing to create videos for as little as $5. But just because they can, doesn’t mean they should. As consumers shift from desktop to mobile, video has become a major online marketing tool. It's relatively inexpensive and it provides limitless opportunities for businesses to attract potential customers. With video, you can boost sales and conversion rates, build customer trust, and improve search engine ranking, not to mention, it's also a great tool for learning because it’s easy to consume. There are many different styles of video to choose from including: animation, stock footage, on-location, white board animation and typography to name a few. Depending on your particular product or service, it may be beneficial to create video content with a real person in it. Someone who can demonstrate how to use the product or explain complex ideas in a fun and entertaining way. Someone who will serve as the face and voice of your company...in other words, a spokesperson. Here are some things to consider when choosing a spokesperson for your business.
What are my options?
Many small to medium size businesses overlook spokesperson videos. Why? Well, there are two main reasons:
Hiring an actor can be expensive. In most cases, you have to work with a big marketing agency that handles everything from script writing, casting, filming, and editing. Which can be costly. We’re talking 5-10K for one video! So unless your budget measures up to that of Flo from Progress, most small enterprises can’t afford to go this route.
B) They’re Not Commonplace
Thanks to tech companies like Animoto and Bitable, businesses can create promotional videos from templates in a matter of minutes. These videos use more conventional styles like: stock footage, kinetic typography, white board and cartoon animations. They’re cheap, fast and a convenient option for businesses looking to create videos in mass quantity.
The good news – you don’t have to hire an expensive marketing agency to create a professional spokesperson style video; AND because they’re less common, you’ll stand out from your competitors.
The human element
Humans recognize and remember other people. Using a person for your video campaign will help your audience remember that person, and in turn, your company. In fact, our brains are wired for faces. Don’t believe me? Just check out this great article by Wistia.
Create a strong first impression
Studies have shown that people respond to both auditory and visual cues, so it’s important to hire a spokesperson who looks and sounds professional. They need to be articulate, easy to understand, and most importantly, someone who will appeal to your target audience.
Leave it to the professionals
It takes a lot of time and effort to operate a successful business. Trying to shoot the videos in-house yourself can be time consuming and, let’s face it, speaking on-camera is a lot harder than it looks.
Problems When Hiring a Spokesperson
Hiring a talented spokesperson can work wonders in building brand familiarity, trust, and loyalty with your customers. So it makes sense then that hiring a BAD spokesperson can really damage your brand. Don’t settle for cheaper alternatives. Having no content at all is better than having bad content.
Finding a Good Fit
When looking for a spokesperson, you should make sure that the person is a good fit for your business. You don’t need to hire a celebrity in order for the video to be effective. Just make sure their look and sound aligns with the image of your business. The best person for the job is someone who is authentic, natural, and an organic fit for your organization.