Videos to Stand Out As Authentic Humans & Build Trust

Welcome to another episode of the Humane Marketing podcast. In this episode, we delve into the realm of humane video with Lou Bortone, exploring how video content can be a powerful tool for authentic connection and trust-building in today’s business world.

Join us as we uncover the core principles of creating videos that resonate on a deeply human level, discover the importance of authenticity in fostering a loyal audience, explore cutting-edge AI tools for video creation, and gain valuable insights into future trends and actionable tips tailored specifically for solopreneurs.

Get ready to be inspired and equipped to use video as a means to stand out authentically and thrive in your business endeavors.

"I think now the thing is that the consumer, the viewer, has more control than ever." – Lou Bortone @sarahsantacroce #humanemarketing Click To Tweet

In this conversation with Lou, we addressed the following talking points:

  • How Lou got started with video and has seen it evolve into a tool for humane and authentic connection
  • The core principles of creating video content that resonates on a human level
  • How authenticity builds trust and a loyal audience
  • Tools for video creation, including AI
  • Future trends and actionable tips for solopreneurs
  • and much more…

Lou’s Resources

Lou’s Website

FREE Video Planner

Follow Lou on LinkedIn

Sarah’s Resources

(FREE) Sarah’s One Page Marketing Plan

(FREE) The Humane Business Manifesto

(FREE) Gentle Confidence Mini-Course

Marketing Like We’re Human – Sarah’s book

The Humane Marketing Circle

Authentic & Fair Pricing Mini-Course

Podcast Show Notes

We use Descript to edit our episodes and it’s fantastic!

Email Sarah at

Thanks for listening!

After you listen, check out Humane Business Manifesto, an invitation to belong to a movement of people who do business the humane and gentle way and disrupt the current marketing paradigm. You can download it for free at this page. There’s no opt-in. Just an instant download.

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Imperfect Transcript of the show

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transcript 186

Sarah: [00:00:00] Hello, Humane Marketers. Welcome back to the Humane Marketing Podcast, the place to be for the generation of marketers that cares. This is a show where we talk about running your business in a way that feels good to you, is aligned with your values, and also resonates with today’s conscious customers because it’s humane, ethical, and non pushy.

I’m Sarah Zanacroce, your hippie turned business coach for quietly rebellious entrepreneurs and marketing impact pioneers. Mama bear of the humane marketing circle and renegade author of marketing like we’re human and selling like we’re human. If after listening to the show for a while, you’re ready to move on to the next level and start implementing and would welcome a community of like minded, quietly rebellious entrepreneurs who discuss with transparency what we’re doing.

Works and what doesn’t work in business, then we’d love to welcome you in our humane marketing circle. If you’re picturing your [00:01:00] typical Facebook group, let me paint a new picture for you. This is a closed community of like minded entrepreneurs from all over the world who come together once per month in a zoom circle workshop to hold each other accountable and build their business in a sustainable way.

We share with transparency and vulnerability, what works for us and what doesn’t work. So that you can figure out what works for you instead of keep throwing spaghetti on the wall and seeing what sticks. Find out more at humane. marketing forward slash circle. And if you prefer one on one support from me, my humane business coaching could be just what you need, whether it’s for your marketing, sales, general business building, or help with your big idea, like writing a book.

I’d love to share my brain and my heart with you together with my almost 15 years. business experience and help you grow a sustainable business that is joyful and sustainable. If you love this [00:02:00] podcast, wait until I show you my mama bear qualities as my one on one client. You can find out more at humane.

marketing forward slash coaching. And finally, if you are a marketing impact pioneer and would like to bring humane marketing to your organization, Have a look at my offers and workshops on my website at humane. marketing.

Hello friends, welcome back to another episode at the Humane Marketing Podcast. Today’s conversation fits under the P of promotion of the Humane Marketing Mandala. And I’m talking to a long time online friend, Lou Bortone. If you’re a regular here, you already know that I’m organizing the conversations around the seven P’s of the Humane Marketing Mandala.

And if you’re new here and don’t know what I’m talking about, you can download your one page marketing plan with the Humane Marketing version [00:03:00] of the seven P’s of marketing at humane. marketing. com. One page, the number one and the word page. And also just a reminder for my non native English speakers, humane is with an E at the end.

So it’s not human, it’s humane. So humane with an E dot marketing forward slash one page, the number one and the word page, and this comes with seven email prompts to really help you reflect on these different P’s for your business. All right, let me tell you a little bit about Lou and from his bio, you will kind of immediately kind of grasp his sense of humor.

If Don Vito Corleone, Marty Scorsese and Jerry Seinfeld got together to make an AI baby, you might end up with Lou Bortone. Lu is known as the Video Godfather and is conciliare to some of the brightest names in digital marketing. [00:04:00] He’s a video marketing expert, an author, speaker, and host of the Godfather podcast.

Prior to becoming a video printer, Lu spent more than 20 years in the television business before being run out of. Hollywood. Lou is also a father to twins, a rescuer of pugs, and an expert at Italian curses. I’ll always remember meeting Lou in real life back in, I think it was 2017, when he picked me up in a Red Beetle or something.

Like that at this tiny train station in Camucho Cortona and, and that’s in Tuscany and then drove us up the hill. And I could tell he had no experience with stick driving to our retreat house for the week. And these in person meetings are really just so special in this online world, aren’t they? So that’s why I went back to Lou for this episode [00:05:00] around video.

So in this conversation with Lou, we addressed the following talking points, how Lou got started with video and has seen it evolve into a tool for humane and authentic connection, the core principles of creating video content that resonates on a human level, how authenticity builds trust. And a loyal audience, tools for video creation, including AI tools, future trends and actionable tips for solopreneurs to get started or to get better with video and so much more.

So let’s dive into this conversation with Lou Bortone. Hey Lou, so glad to see you again and get a chance to talk shop with you about video. And of course, in the off recording, we talked about Sicily because we have a common love for everything Italy, right?

Lou Bortone: Exactly. Yeah. And you’re one of the [00:06:00] online folks that I’ve actually met in real life.

So that’s right.

Sarah: Yeah. Which is always, you know, it’s such an exception. And so it’s yeah. Something special. I, I was part of your, what do you call it? Mastermind

Lou Bortone: or Tuscany and yeah, and we had the few years of the little interruption of the pandemic and all that, but hopefully that’s all behind us.


Sarah: Yeah. That was amazing. Loved it. Cool. So I have you today to talk about video and we were just, Discussing, well, maybe we’re going to call it video like we’re human or YouTube, like we’re human or something like that. And then you share it that you just kind of focus a lot on the trust and authenticity.

And so we’ll definitely get into that. So really looking forward to it. Why don’t you start by sharing how you got. Into video how you you know, you’re calling yourself the godfather of video, tell

Lou Bortone: us Yeah. [00:07:00] The long and circuitous route too. And you know, it’s funny ’cause I think people call me that because they know of my love of Italy and Sicily and the Godfather, but all really, because I’ve been doing it for a really long time.

So I was in the television business for many years in Los Angeles and I think it was probably around. 2000 on 1998 that I really got online and started to do things online. And when our twins were born, we decided, well, let’s leave, you know, Hollywood and La La Land and go some, go back to family and in Boston.

And that’s kind of when I started doing the online video stuff which was fun because the way I discovered YouTube is that I was helping some people. Do a sketch comedy show for like a local cable access. And we started to put the videos on YouTube and really get a lot of attention there. We realized, Oh, this, you know, we were kind of onto something.

So I was on from a very early, you know, back in 2005 when YouTube started and I’ve been doing online video ever since. And I love it because [00:08:00] I’m an introvert and I don’t have to be in person necessarily with people. And even though I don’t love being on camera for me, it’s a lot easier than in person networking.

And I just love the fact that we can do this and sort of have our own TV station, our own podcast. I mean, 10, 20 years ago, this would have been impossible. So

Sarah: yeah, that’s how I got here. That’s insane. It’s like mind blowing that, you know, 2005, that it really seems like ages and ages, but that’s

Lou Bortone: when it came out.

So I guess that’s what, 18 years. Oh my gosh. I feel so old.

Sarah: It really is a long time ago and of course, you know, it went through phases of ups and downs and, and it seems like right now it really is kind of like coming back and, and I want to know from you, why do you think that it has this comeback now?


Lou Bortone: what, what? It’s interesting. And it’s the same with, you know, remember podcasting sort of cooled off [00:09:00] for a while and now it’s harder than ever. I think part of it is that You know, when, when I was growing up, when we were growing up, you know, there were just a few TV stations and a few options. And now with YouTube and podcasts and streaming, you know, we’ve got access to, to the, to basically a worldwide audience every time we turn on our computer or our PC.

Put our phone on. So I think that’s part of it. It’s just the accessibility and also the fact that folks who maybe are a little younger than us grew up with. They never didn’t. You know, they always had Internet. They always had you do. They always had streaming and all this kind of stuff. So for them.

A screen is a screen is a screen, they don’t care if it’s TV, they don’t care if it’s you know, cable, they don’t care if it’s YouTube, you know, whatever they’re watching, they can watch anything, anytime, and that’s why, you know, another crazy statistic is that YouTube has more viewers than all the U. S.

TV networks, all the cable networks, all the streaming services, so when you think of TV, you don’t usually think of YouTube, but [00:10:00] YouTube is TV, and TV is YouTube.

Sarah: I mean, if we think of our kids, right, that’s, that’s all they’re watching. They’re not watching TV. It’s

Lou Bortone: definitely the YouTube. Multi screens.

You know, they’re, they’re watching YouTube on a, on a traditional television screen, but they’re on Twitter or X at the same time with their friends. And I don’t know how they do it. I can barely manage one screen. Yeah.

Sarah: Yeah. I also feel that. You know, we were also kind of part of the blogging era.

And, and so I feel like, you know, Google has changed their algorithm again. And people are like, well, people don’t really read blogs anymore. And we can’t get any traction with SEO. Now that the market is getting flooded with all the AI content. So maybe it’s also, do you think it’s also because of that?

People are like, well, at least that. That’s what it was for me. I’m like, I got to pay attention to

Lou Bortone: YouTube. Absolutely. And then the other thing with business owners, I mean, you know, we always read video is the way to [00:11:00] get the most amount of information in the shortest amount of time. So if we’re all multitasking, we’re all really over scheduled, we’re all really busy.

Oftentimes it’s like, I can’t sit down and read a newspaper. But what’s that? You know, it’s, I have to, you know, go to YouTube and find this quick answer. I have to go to see this thing on Tik TOK or, you know, so it’s really just a great way to get access to any information anywhere in the world.

Sarah: Yeah. Yeah, exactly.

It’s, it’s, it’s, I love it, especially when it’s timestamped. So it’s like, Oh, I don’t even have to watch the whole thing. It’s just like, yeah, exactly. So, so yeah.

Lou Bortone: So I think now the thing is that. The, the consumer, the viewer, it has more control than ever. Cause like I said, when we were at least in the U S when we were growing up, it’s like you had three TV networks and, and they controlled everything.

They controlled what you saw, what you heard. And now it’s kind of like, well, the consumer can go anywhere they want and see anything they want. So they’re completely in control now.

Sarah: So that kind [00:12:00] of probably if someone has never done any video kind of sounds also intimidating because it’s like, wow, like there’s this giant audience out there.

Okay. You already mentioned as an introvert, sometimes YouTube is actually probably easier than the networking thing, but maybe it also feels like, well. What am I going to share that hasn’t already been said out there? Yeah. So what would you say to that

Lou Bortone: question? I think, you know, everybody has their unique spin and everybody has their own, you know Perspective.

So it’s like you have something to offer. A lot of times if I’m working with my clients or students, they feel like, well, you know, like you said, well, you know, what can I say that hasn’t already been said? And I tell them, look, you know, you have a message. You have a unique message. You have a unique way of doing things and your Passion to get that message out to the world has to be stronger than your fear of being on camera.

Because again, you know, the other thing too is now that we’re all able to be on camera, we’re not walking the red carpet at the Oscars. We’re just putting on a podcast or a YouTube channel [00:13:00] and showing up and trying to be authentic.

Sarah: Right. Yeah. So let’s talk a little bit about this trust building and authenticity, like what are some key points here that maybe a story I can tell is like, I remember when I put up my first video and I just seen them all because I cleaned up my YouTube channel and I’m like, Oh my God, this is terrible.

But I remember like really sweating it like, Oh my God, I have to prepare everything. Yeah. So. Like, do we really need to have this perfect video or how much of it can we just wing and really be just human and

Lou Bortone: authentic? I think you can wing 80 percent of it, probably. I mean, I often make the distinction between quick videos and keeper videos.

It’s like, okay, a keeper video, your homepage video on your website, you know, you want to, you don’t want to be in your pajamas, probably. If it’s an important video that’s going to have shelf life, like your homepage [00:14:00] video, or if you’re selling, you know, a thousand dollar coaching program, you don’t, you know, you want to look professional.

So those keeper videos, you probably want to spend more time and effort on, but if it’s, you know, quick tips, I mean, oftentimes I just think of something and then just go to YouTube and share it. So quick tips or Facebook lives or any kind of live video, it’s really more about, you know, just showing up.

And sharing your message and being authentic. And a lot of times people think video is about the technology. And what I try to sort of, you know, reshape that or respin it as, no, it’s really about connection and relationships and engagement. It doesn’t matter what technology we’re using. It just matters that we’re connecting and being authentic and sharing ourselves.


Sarah: I remember we, we did the workshop together or something about video for introverts back in the days. And, and I remember we did kind of have one module on, on on technology. And I’m thinking maybe that actually lost [00:15:00] a bit of importance now that. You know, we’re so used to these shorts on YouTube and even famous people just kind of like filming themselves.

You think it has changed maybe also over time? Yeah. And

Lou Bortone: I think that the pandemics accelerated it really quickly because, you know, and basically in, you know, a day we all had to move to zoom and we had to move our events to zoom and we had to move everything online. So I think that just accelerated it.

And, you know, it was almost like. You know, well, I don’t have a choice. I have to be on camera because that’s the only way I can connect with my audience right now, right? Yeah. And I think the other thing was now people realize, Oh, this is, you know, this isn’t that scary. And this isn’t that difficult technically.

And we always hear about no like and trust. And I think people finally realized like, wow, this is a great way to build no like and trust.

Sarah: Yeah, it’s so true. I’m always surprised that people are watching whole episodes, you know, that I put [00:16:00] on the podcast as well, but no, people actually watched the YouTube version of it as well.

And probably it’s because that know, like, and trust, right?

Lou Bortone: Yeah, definitely. The connection, the ability to watch it on the go, cause people are watching on their phones. And I did, you know, I’ve, I’ve done podcasting. Off and on, but the reason that I finally committed to doing a podcast was I saw a statistic that YouTube was now the number one source for podcasts, more than Apple, more than Google, more than Amazon people are going to YouTube for podcasts and whether that’s just.

Kind of listening to it when, you know, with a slide on the screen or having an actual interview or seeing the person on screen, either way there, it’s become, you know, kind of the go to place to see and hear podcasts.

Sarah: Yeah, that’s interesting. I did see a difference between just having that slide and the moving, you know, lines which I did before.

So I didn’t have the video portion of [00:17:00] it. And now with, with the actual faces, like there is more engagement or there is more views because yeah, obviously it’s more interesting to, to see two people talking than just a line. Yeah.

Lou Bortone: Yeah. And that’s the other thing that’s been interesting too is now with all the AI stuff.

It’s like, I think there’s going to be not really a backlash with AI, but more of a need for like, okay, I don’t want to see a robotic, you know, synthesized video. I mean, yeah, I can create an AI version of myself. It’s like, hi, I’m Lou, you know, and recreate my voice, but it’s still not you, you know, it’s still not the real person.

Sarah: Yeah. And, and I really feel like that’s why I like the really human and authentic videos the best, where you see some people, you know, they have like this fancy background and their logo is up there and their book is up there. I’m like, I get that from a marketing perspective, but. [00:18:00] It doesn’t feel real. It feels like if I would see you on the street, I probably wouldn’t recognize you because you’re wearing so much makeup and I don’t, yeah, I don’t really recognize you.

So for me, it’s really that real humanness that comes across. Yeah,

Lou Bortone: and that’s why I like, you know, I don’t do as much live video as I should, but I kind of call it like, oh, a live video is to come as you are party, you know, just show up and, and, you know, be yourself and don’t worry that the dogs are barking in the background because that’s the way it works, you know, like it’s, there’s going to be distractions, there’s going to be craziness going on in the background, but that just makes it more real.

Sarah: Talking about that. I just watched, remember that BBC interview where the walks in and then the baby rolls in and I just watched that

Lou Bortone: again. Sometimes those are viral moments. Like, you know, the wife’s son doing, trying to do a professional interview and the guy walks by. [00:19:00] You know, husband walks behind her in his boxer shorts, you know, it’s like, we’re trying to do video here, people.

Sarah: And what, what I didn’t remember is that that was in 2017. So way pre COVID. So that’s why it was like super shocking. You know, back then we were all still like, Ooh, you know, has to be super professional. So I feel like a lot has changed since the pandemic. Yeah. And again,

Lou Bortone: You have to find that balance because like I kid like you don’t want to look like a hostage video.

I mean, you don’t want to have really terrible lighting and yeah, that it may be authentic, but it’s still not easy to watch like if the lighting is really bad or if the audio is bad. So you have to find that balance between like, look, I have to, you know, look relatively professional, but I don’t have to be so polished that I’m on doing an interview on CNN or something.

Sarah: Exactly. Yeah, it’s, it’s true. It’s that balance that you’re still human and creating trust. But without looking [00:20:00] like, yeah, you’re just going on CNN. So we talked a little bit about AI what I just recently started using is this Tool called Clip, Opus Clip or something. Oh yeah. Yes. Opus Clip.

And it lets you create these little shorts from longer videos. Right. And, and I love that because it’s repurposing existing content. And so, yeah, do you know any other great AI tools

Lou Bortone: that people are using? I did a series on some AI tools and Opus Clip was one of them, which is great because if you’re going to create content.

You might as well get as much mileage out of it as possible. So if you’re doing a podcast and you wanted to do clips from the podcast, or you want to do 60 second segments, Opus clip is great for that. Pictory. ai is really good because you can, you know, make your videos more professional and edit them and add, you know, B roll and background footage.

And the one that I use probably every single day is descript. com. And the reason [00:21:00] I like that is because for people who are not You know, video editors, you can edit the text and all those changes are made, you know, you’re basically editing a Word document and then the changes transfer the video. So I’ve been using that for pod, you know, to produce podcasts and really every kind of video because it’s, it’s really faster and you can look more professional and more quickly.


Sarah: and I love the fact that you just highlight all the ums and take them

Lou Bortone: all out. Yeah, I had no idea how many times I used the words and until I found a descriptor like, oh, I can take out all the filler words with one click. And suddenly I sound smarter than I am. And I don’t think that damages any of the authenticity or makes it any less real.

It’s just that like, oh, this is, it’s going to be a little bit easier to look more professional without having to go through all kinds of crazy editing and stuff. Yeah. Yeah.

Sarah: Yeah, that’s true. It doesn’t feel like all of a sudden you sound like a robot. You just. I feel like, yeah, you sound [00:22:00] smarter because you’re not constantly looking for words or, or, yeah, saying

Lou Bortone: them that.

And some of it’s getting like, it’s a little bit weird because there’s a feature in Descript where if I’m looking at the screen, it will put your eyes back up to where the camera is. Oh, I haven’t

Sarah: seen that.

Lou Bortone: Ooh, that’s kind of, you know, it’s kind of interesting. It’s a little creepy, but it works pretty well.

But again, it’s about striking that balance. Like I could do videos where I say, you know, you sort of insert the name, like you do one video, hello. So, you know, it’s like, well, obviously that’s, you know automated. So you don’t want to do so much automation that it’s not, you know real anymore.

Sarah: Right.

Yeah. I guess that’s a question that you get often is like, well, where should your eyes be when you’re doing either self recorded videos or chats like this one? For example, me right now, I’m looking at the camera. I’m not looking at you, which I always feel like, oh, what a

Lou Bortone: shame. You got [00:23:00] to sort of train your eyes.

I’m like, Oh, you know, my mom said you have to look people in the eye. Exactly. Great, but the camera, the camera’s eye is up here, so I cheat because I have like a little extra monitor up where the camera is, but if I was looking at the screen, it would be, it would feel like I wasn’t connecting with you and I wasn’t being as authentic because I’m not, you want to try to, the camera is the the other person’s eyes.

So that’s the tricky part.

Sarah: Yeah, yeah. What I do is this, because I’m recording on zoom, so I just make the screen of zoom very small and just shove it right under the camera.

Lou Bortone: I know. So those kind of tricks of just, you know, try to look at the camera try to have, you know, adequate lighting But again, it’s, you know, it doesn’t take much.

I, I, I like to have a setup where I can just say, okay, my camera is set up, my background’s okay, my lights work, and I want to just be able to go. I don’t want to have to spend 20 minutes setting up a video every time I do a video.

Sarah: Yeah, exactly. It becomes kind of like a nuisance if you’re, it feels like, Oh, [00:24:00] I have to do all this setting up.

What about what about in terms of the, the body placement? Because one thing I noticed is when I put the things on Tik TOK compared to everybody else, my face was like, Oh God, this is like, this is no

Lou Bortone: good. Consider where the person’s watching from, and a lot of people are watching on their phone, especially if it’s a vertical video.

So oftentimes if I’m doing a webinar and I’m sharing slides that are landscape, I realized, well, I can’t put this on TikTok or Instagram Reels because it’s going to squish it. But like, again, using software like Descript, we can take a video like this and put, you know, the people, Vertically so that it still works.

So what I do see a lot, and it’s funny cause I did another video about this, is it just, people don’t have a very good sense of the spatial awareness. Like there’ll be way down here, like, hello. And the trick that I, I heard that works is that, you know, think in terms of like, you don’t want any more headroom than you [00:25:00] could fit a golf ball on the top of your head.

So. You know, you don’t want to be too close. You don’t want to be too, too far away.

Sarah: So what about here? Like

Lou Bortone: it’s kind of like, I think, you know, we were used to seeing that from news anchors and TV. It’s usually like, you know, the, the typical shot is head and shoulders kind of shot, but again you know, if there are people doing videos who are yoga instructors or something like that, they got to go way back and be No, I think it’s really just a matter of being aware of where you are in the camera.

Oftentimes we’ll see on zoom maybe somebody’s on a laptop and they’re looking up and you’re looking up their nose. It’s like, that’s no fun. You know, just try to. Have a straight on you know, and use the photography rule of thirds where your eyes should be on the top third of the line. And if you’ve got graphics, those should be on the lower third, which is why they call lower thirds.

So it’s just having a sort of a spatial awareness of where you are, what’s going on on screen.

Sarah: Right. Yeah. [00:26:00] Yeah. I think a lot of it also comes back to confidence and just doing it a few times and not caring if it doesn’t look good and just keep doing

Lou Bortone: it, right? Yeah. So it’s funny when we do, like we did the video for introverts thing a few years ago, but when we do when I do these challenges, I say, you know I do my first video in the car after I just came from the gym.

So it’s like, okay, this is the worst I’m going to look. Okay. I’m going to, I’m going to set the bar really low so it can only get better. And you know, I’m in the car, the lighting’s bad, I’m sweaty, but okay, I’m going to start there and then work my way towards better videos as I go.

Sarah: Right. Yeah, that’s a, that’s a good way of putting it.

And I remember those videos after kickboxing, right? Yeah, exactly. Yeah, exactly. Yeah. I don’t know if I would bear that, but yeah. .

Lou Bortone: Well, and I think, you know women have a harder time because of the expectations. Like, oh, you know, my hair has to look good and I have to be wearing. Right, whatever. But I think people are less concerned [00:27:00] about that now than they used to be.

Sarah: I think so too. And it’s so refreshing.

Lou Bortone: Yeah. Cause we just show up on zoom and it’s like, look, you know I just came back from the gym or I’m, you know, I’ve been doing this, that so it’s really more about, you really have to. Focus on the message and not so much the quality is important, but it’s, it’s less important than, than your message and you, and what you’re

Sarah: delivering.

You know what that makes me think of is it’s funny that we haven’t kind of changed our headshots yet to being more human because sometimes you go on somebody’s website and it’s this beautiful girl. Like. Once in a lifetime that they look like that. And then you see their YouTube videos and you’re like, Oh, they’re actually human,

Lou Bortone: right?

And I, I did have photos when we were in Italy. I’m like, Oh, I want to have my pictures with really old buildings in the background and things like that. And then when people show up, they’re like, Oh, you don’t look like you look on, on [00:28:00] screen. So I used to do a really silly trick. Okay. Back in the Photoshop days is I would make my image actually a little wider so that I’d look heavier.

And then when I showed up in person, people would say, Oh, you have you lost weight? So I was doing that reverse Photoshop, like, well, I want to look better in person. So I’m going to, but again, it’s, it’s, it is all about that authenticity and connection. And I talk about building loyalty through video, because again, it’s really more about A relationship than about what camera you’re using.

Sarah: Yeah, it really feels like it’s. I explained it in levels of intimacy, right? And so people sign up to your newsletter that they get your emails. That’s the kind of the low level or before that it’s even social media. Right. And then there’s a higher level is newsletter and even higher letter that level Dell will be YouTube or, you know, any kind of video.

And then probably [00:29:00] zoom calls where it’s like in person zoom calls and then the actual in person meeting. But yeah. I do feel already, you know, we’re seeing each other’s facial expressions and that, yeah, that creates trust and loyalty. I

Lou Bortone: totally agree. Yeah. And again, you know, even though, thank goodness we’re past the pandemic and live events are coming back and conferences are back, there’s still going to be that hybrid events, people working from home much more than they used to.

I mean, my kids who are 25 they have never worked in an office. Everything they’ve done is, is on screen, on zoom, on Google meet, whatever it is. That’s just the way they work now. Yeah,

Sarah: yeah, yeah. No, it’s crazy. Yeah, it really is. So let us talk a little bit to wrap up around the future. So we mentioned AI, we mentioned that, you know, Google is not really easy anymore to have your [00:30:00] blog posts featured.

So what is, what do you see the future of video? How do you see it?

Lou Bortone: I think it’s, you know, obviously there’s going to be a lot more volume because people are going to continue to flock to YouTube and watch YouTube shorts. I think we’re going to see, you know, shorter bursts of videos, like. TikTok and Instagram reels are going to continue and it’s a little harder to make the connection there because you’re on for a shorter amount of time.

But I think we’re going to see the shorter videos, promoting podcasts and longer content where you really can connect because again, you’re obviously going to make a better connection with somebody if you’re seeing or hearing them for, you know, 15, 20 minutes, rather than. Forty five seconds and i think the other thing is that there may be a little bit of a not really a backlash but sort of an anti AI thing like okay i’ve seen the robotic you know synthetic version of blue but where’s the real you know i’m gonna show up on facebook live and not be perfect but be real so i think you’ll start [00:31:00] to see a little bit more of you know as much as we’re going to be using AI that’s still not going to you know literally replace the person and their message.

Sarah: Yeah, I hope so. I mean, I’m, I’m all for AI, but exactly. It’s still, in a way it makes the videos that we’re doing even more special and more human. So, so maybe that’s also a good.

Lou Bortone: Yeah. So, yeah, because that’s the, you know, it’s almost like if you send out an email blast, it’s not very personal. If you send out an, an AI video, it’s great, but it’s not.

You know, it’s personal or familiar or engaging. And even now that chat GPT is, is starting to put in I think it’s called Sora where you can put in a prompt and chat GPT will create a video from nothing, which is great, but it’s still not. You, I don’t think so. What

Sarah: does it do? It creates an avatar of you or just,

Lou Bortone: you know, if you say create a video about a trip [00:32:00] to, to Boston mass, it’s going to pull in footage from Boston and scenes and sites.

And I think, you know, eventually if you record yourself, it’ll be able to do sort of a facsimile of you, but it’s still not going to be the real you. So, yeah,

Sarah: some interesting, interesting things coming our way. That’s for sure.

Lou Bortone: Yeah, it’s crazy. So I think there’s still gonna be a place, a really important place for those videos.

If I do a lot of video email, I just sort of, you know, rather than sending email, I do a video on loom and, and share something. And I think again, that’s more personal. Yeah, it takes a little bit more time, but I think it also has a lot more impact because you feel like, oh, wow, this person’s actually talking to me.

It’s not going to 1000 people. Yeah, I love

Sarah: that. Yeah. I love those videos. I remember them from, from the, the trip in Tuscany. One thing we didn’t talk about so much, and maybe it’s something that we don’t need to worry about is the whole algorithm thing, because obviously we’re replacing the [00:33:00] Google algorithm by a YouTube algorithm.

So how much are you paying attention and telling your clients to pay attention to the algorithm and making sure it gets, you know, right? Yeah,

Lou Bortone: I mean, as long as I’ve, I’ve been on YouTube since the very beginning, and it’s constantly changing and it’s hard to keep up with. And I actually work with a YouTube coach just to try to stay on top of it.

Can, and he keeps telling me the same thing and I’ve heard it over and over. And I think it’s the best idea is make videos for humans, not algorithm. Don’t try to game the system. Don’t do keyword stuffing. I mean, I, I was talking to him about keywords and tags and he’s like, just don’t worry about it. It doesn’t even matter anymore.

Just make, you know, know who your audience is and, and try to connect with them and give them what they expect from you, what they want from you. And don’t say, oh, you know, I’m going to make a knitting video because knitting is really hot. This is like, well, that’s not what I do. So, so don’t try to gain the system because you’re not going to figure it [00:34:00] out and just make videos for an audience and for a person rather than for an algorithm.


Sarah: that’s really refreshing because it feels like we’re trying to figure out the algorithm and by the time you figured it out, it changed again,

Lou Bortone: right? I know it’s like I used to have coaches are like, okay, your title has to be 69 characters and your description has to be this and you know, it’s still important to optimize your video the best you can, but at the end of the day, you know, spend more time making the video than trying to, you know, figure out just the exact keyword to include.


Sarah: Wow, I’m glad I asked you that early

Lou Bortone: relief. It’s like save, save you a lot of trouble in, in SEO research. And it’s not completely, you know, it’s not that important anymore. It’s still counts for something, but like my YouTube coach is like, don’t worry about the keywords for the tags and keywords, just put in different spellings of your name.

So if somebody spells your name wrong, they’ll still find you like, okay. [00:35:00] So so it’s, you know, and, and the other thing is that with YouTube. It’s shifted so much. I mean, maybe keywords were 80 percent of the people finding your video and now it’s like 10%. So, and I even look at my analytics and I say, Oh, you know, only a few of these viewers came from search.

The vast majority of them came from suggested videos of people finding the video because they, you know, they’re seeking you out and they know, Oh yeah, I need video advice or I need to know how to do such and such. Okay.

Sarah: Interesting. Yeah. So it just keeps, keeps on changing. So as long as you put your videos out there, you’re,

Lou Bortone: you’re doing something right.

Consistency is really, really important. I mean, YouTube likes consistency and YouTube likes watch time. So people always say, well, should I be doing video shorts or longer videos? And really a combination is best because you’re sort of getting the best of both worlds. But YouTube, you know, the algorithm still does reward watch time.

So if people start a video with you and then stick with it, [00:36:00] YouTube loves that because you’re on the channel longer. So that’s why I think podcasts are doing so well on YouTube because tend to stick with the, you know, the whole podcast rather than just watch two minutes of it. Yeah. Yeah.

Sarah: That’s good to know.

Well Last question. What would you say people who are just starting out and they’re kind of, and maybe they’re introverts, what’s the first video that they should do?

Lou Bortone: I think that the lowest hanging fruit is live video, Facebook Live, YouTube Live. I mean, you can go on and do a video. Maybe you just do it into a Facebook group.

But I think live videos have a little bit less of an expectation of perfection. So you can show up, you can make a few mistakes. You can. Do your ums and ahs, whatever, and people are not going to be that concerned about it. So I think practicing with live video is a really good way to get your feet wet and sort of get, you know, ease your way into videos.

And then after you’ve done a bunch of those and you realize like, Oh my God, I didn’t die on [00:37:00] video. Then you can say, now I’m going to go record a video for my homepage and maybe I’ll make that more professional.

Sarah: That’s, that’s cool. And so in live video, does that mean that people can actually come on live?


Lou Bortone: Yeah. And you know, with like Facebook live, again, you can, you can say, I’m only going to go live to my private group. So maybe you feel a little bit safer starting there because you know, the folks in your group. Right. Oftentimes I’ll do a video and then on the Facebook setting, I’ll do only me.

So like, okay, it’s, it’s live, but it’s not, nobody’s seeing it. And then maybe later on, I’ll say, okay, that, that wasn’t so bad. I’m going to change that view to public. So even though you recorded it ahead of time, you didn’t make it live until afterwards. Yeah.

Sarah: Love that. Very good. Well, thanks so much for sharing all your godfatherly knowledge.

Thank you. It’s been great. Tell people please where they can find you and, and I know you have a, a free tool for us as well.

Lou Bortone: Everything’s at [00:38:00] loubortone. com. And I also like people sometimes have trouble planning their video, what they’re going to say. So I have a free video planner at loubortone. com forward slash.

And that’ll just help you sort of map out your video and, and know what you’re going to say. And you don’t have to script it. You don’t have to have it all, you know, word for word. Sometimes it just helps to know, okay, I’m going to do my intro and I’m going to do these three points. And then I have a call to action.

Sarah: Yeah. Yeah. I think that’s what I do. I think it’s really helpful because. By the time you’re two thirds in, you don’t remember how you wanted to end it. And so it’s kind of good.

Lou Bortone: Yeah. A few bullet points. And then there’s always, you know, editing. You can always go into Descript and use the AI to take out all your filler words and, and sound smarter.

Sarah: That’s great. I always ask one last question to all my guests and that is, what are you grateful for today or this week?

Lou Bortone: Wow. At my age, just waking up, but, but yeah, I mean, it’s [00:39:00] here in the U. S. in February in New England, it’s, it’s chilly out, but you know, the sun’s out and everybody’s healthy and, you know, it’s all good.


Sarah: Wonderful. Well, let’s hope it stays like that. It’s really good to reconnect with you. Thanks so much for being on the show.

Lou Bortone: Thank you. Appreciate it.

Sarah: And that’s a wrap for today. I hope you got some great value from listening to this episode. You can find out more about Lou and his work at loubortone. com. Lou also has a free video planner for us that helps us plan the content of our video before we hit that recording button. So you’ll find this at loubartone.

com forward slash planner. And if you’re looking for others who think like you, then why not join us in the Humane Marketing Circle? You can find out more about our community at [00:40:00] humane. marketing forward slash circle. And you’ll find the show notes of this episode at humane. marketing forward slash H M 1 8 6.

And on this beautiful page, you’ll also find a series of free offers such as the humane business manifesto, as well as my two books, marketing like we’re human and selling like we’re human. Thanks so much for listening and being part of a generation of marketers who cares for yourself, your clients and the planet.

We are changemakers before we are marketers. So go be the change you want to see in the world. Speak [00:41:00] soon.

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