How to up your video game

Advisers can up their game by creating videos, or creating better ones. For example, when approaching video, advisers can take any number of approaches such as talking straight to the camera, including interactive graphics, sharing the screen with viewers or moderating interviews with industry thought leaders. Whichever path, the ultimate goal is to engage more with current and prospective clients. "This is a very personal business," said Steve Sanduski, a financial adviser coach. "Advisers are dealing with people's money, so if a client is opening up with an adviser, they need to know this person." Video helps facilitate that relationship, he said. Viewers can pick up on nuances about an adviser and see if their personalities would mesh well. Advisers can also take the spotlight to share what is important to them, such as news or a popular trend hitting the industry. "It just helps the consumer get a better understanding of who they are and if they want to do business with you," he said. NOT ALL ARE THE SAME Not all videos are the same, said Christopher Norton, creative director at marketing firm Blu Giant. Talking on camera is a great way for advisers to show their passion and expertise, but graphics are a simple and effective way to break down a complicated topic, like the explanation of an exchange-traded fund, for example. Marketing firms can offer these services to advisers if they are not video production savvy. When advisers begin to take it more seriously, they should even set up an in-house video studio for production. Research that Fidelity Investments released in July suggested that custom videos are an increasingly necessary tool for advisers. Once advisers begin to implement the video process, they tend to keep running with it, Mr. Norton said. "It's addictive," he said. "It's a quick way to build over-the-internet relationships with people." Bill Winterberg, a financial technology consultant and owner of tech site FPPad.com, is no stranger to video, has a weekly video broadcast called “Bits and Bytes” for advisers, in which he talks about the latest news and trends. He often tells advisers that if they want to do video, they need to be comfortable with it. “Advisers should get out of the office and go somewhere that's relevant to who they are as a person,” Mr. Winterberg said. That could mean anything. Mr. Winterberg, for example, recently shared a video of himself while at a conference in Utah — while mountain biking.

@StephSammons But this was shot with the GoPro Hero 4 silver and its internal mic on a bike. It's pretty good: https://t.co/DLO4tn6v4k

— Bill Winterberg CFP® (@BillWinterberg) September 22, 2015

CONNECT AND EDUCATE Timothy Reazor, a chief investment strategist for NorAm Asset Management in Dallas found this to be true. He spearheads a video almost every day about the markets, in an attempt to connect and educate his viewers. He calls it #stocknerds, and said there's a sense of community around his videos.

Tonight's video is pretty in pink, sets you up for the 4 quarter and guides you through the $GOOGL credit spread - https://t.co/ApVl43zSZT

— Timothy Reazor (@TJReazor) October 1, 2015

"There are horrible videos out there," Mr. Reazor said. "Traditional advisers and brokers, they are selling on their videos, trying to get you into products or their way of thinking." He chose not to have his face on camera because for him, the markets should be the star. He said his videos, even if on the longer side, inspires viewers to strike up conversations on Twitter. How advisers decide to distribute their videos is also a key component to a successful strategy. Mr. Norton said each channel serves a different purpose. If it's for education, Youtube or Vimeo are good choices. If it's timelier, Twitter is probably the best platform. If it's geared more toward colleagues in the industry, LinkedIn works well. Before advisers begin to share, it's best if they experiment, Mr. Sanduski said. "Spend time practicing," he said. "It's just like before giving an important speech."