Updated: Nov 25, 2022
Keen to make your mark on the video marketing map? Perhaps, you've tried but are not achieving the results you want?
So many brands make these 10 common video marketing mistakes; take a look below to make sure you avoid them.
1 - Lengthy Videos
A study by Microsoft concluded that the average human attention span is only eight seconds; this has shrunk by nearly 25% in just a few years! Although this statistic is quite shocking, it does give video marketers a lot more insight into where to focus their efforts.
Say goodbye to long, lengthy videos and hello to short, snappy bursts of content. Statistically, videos up to 2 minutes long get the most engagement. By snipping your video down to bitesize chunks, you appeal to busy humans who simply don't have the time (or ability) to focus for long periods.
It's essential to begin with a bang! Grab the attention, excite your audience and then send them on their way with a clear call to action...
2 - No CTA
You've got your audience hooked! But now, what do they do?
No matter how engaging your content, if you don't give your audience a clear call to action, it's unlikely your video will provide you with the result you want.
Ensure your viewers know what they need to do after watching your video and how they can go about doing it.
3 - Overselling
Although market sellers increase sales by boasting about their "incredible bargain" and "two for one deal", this doesn't mean you need to.
Of course, you should promote your top offers, but video marketing works best when this is subtle and artistic. Overselling your products to your audience can seem unprofessional and pushy.
Remember, your marketing videos should be about what you can offer to improve the lives of your target audience; they should be about boasting how you are the biggest and boldest.
4 - Creating Poor Quality Content
Bad lighting, poor sound, shaky camera, amateur animation?
All these elements can lead to an unprofessional looking video. Your audience is unlikely to take you seriously if you release poor quality content.
5 - Ignoring Your Target Audience
Your target audience should be at the core of your marketing strategy. Ignoring your target audience by not adhering to their needs is a critical flaw in any marketing video.
Please see our blog How To Create a Video Marketing Strategy: 5 Steps To Success for more details.
6 - No Subtitles
Did you know that 85% of Facebook Videos are watched without sound? So, ensure to add subtitles or a transcription underneath, so your audience doesn't miss your content.
7 - Trying to Be Something You're Not
We've all seen Nike's highly creative marketing ad's, jam-packed with sports stars and inspirational messages or Dollar Shave Club's quirky campaigns. It's tempting to want to copy and paste ideas or build your campaign on the same foundation.
However, your business must be unique, and it's unlikely your company shares the same mission and values as any other brand. Make sure to build your own path; otherwise, it's likely your video content will look like a knockoff version of a brand that is already at the forefront.
8 - Not Optimizing For Different Platforms
Each digital platform has different sizing requirements. Your content may look unprofessional and unkempt if you opt for a "one size fits all" approach.
Check out this guide by Sprout Social to ensure you have the correct size for each platform.
9 - Being Unbranded
The content is engaging, inspiring, uplifting and awesome! But to whom does it belong?
If your content is not branded with a signature logo, name and personality, and is shared from your platforms by a user, it's unlikely a third party audience will know where the content came from.
10 - Ignoring Video In General
Video marketing is slowly taking over the digital world, and if your brand is ignoring video, you're ultimately ignoring the needs and wants of your target audience.
We hope these tips have helped! If you need any help creating professional video content for your business, please get in touch with us at email@example.com.