With 91 percent of businesses citing that they plan to increase or maintain their spending on video in 2016, it's evidently clear that video marketing is not just a passing trend, but one of the very best ways to connect with your audience.
Everywhere you look, people are sharing videos, or even making purchases after they've watched a video.
But what happens when your video doesn't get shared, or produce any sales? It could be that you're making one of these classic video marketing mistakes.
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1. Creating One-Size-Fits-All Video Content
The key to a successful video is to make sure that you aren't trying to kill all birds with just one stone. Sure it's better for both your time and budget to create just one video, but ask yourself this; would you write one blog post and expect it to improve your SEO, bring you more traffic, build leads, and improve sales? As with any content you produce, different types of videos will bring about different results.
So for example, if you're creating a video for social media then the goal should be to create shareable content. And considering 79 percent of consumers will share a brand's video if it were entertaining, it's better to make your video less sales focused and more wide spread for social media. Check out Like a Girl from Always as the perfect example of this.
However, if you were to create a video on your homepage then an explainer video is ideal as the viewers will be on your site and therefore showing a vested interest in your product. So now is a great time to give them more information about it to help them make a more informed decision. Before you create any video content, remember to have a clearly defined goal of what you want your audience to do after watching it.
2. Overcomplicating the Message
One of the biggest mistakes that we see when creating videos is trying to over complicate the message. Unfortunately many marketers are often too close to their product to be able to come up with a well-defined concept for their audience.
In my experience the secret to a good video is to keep it simple. Including too many messages, too many features, and too many industry buzzwords is a sure-fire way to turn your audience off.
Did you know that 77 percent of consumers have been convinced to buy a product after watching a video about it? An explainer video is a great way to educate your audience and encourage more sales, so make sure that you speak in the same language as your audience, that it's easy to understand and that it resonates with your audience.
Check out this explainer video from Groupon that offers a great example. It's only 30 seconds long, yet it still manages to explain how the service works without overcomplicating it the message.
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3. Creating Poor Quality Videos
An incredible 61 percent of consumers told us that they have been put off buying a product after watching a bad explainer video. The quality of your video is important, as it could potentially be the first contact that a person makes with your brand, so you need to make sure you're creating a great first impression.
If you don't have a huge budget set aside to invest a lot of money then don't let this deter you from creating videos. You'll be able to find a video company that offers quality video for the budget that you have, so it's worth shopping around to see what's available to you.
4. Making It Too Long
Unfortunately the longer your video is, the less likely it is that people will watch it. According to research from Wistia, videos that were 30 seconds in length maintained more than 80 percent view rate, where as a video that's more than five minutes drops to 45 percent view rate.
This goes back to mistake #2 in making sure that your content has a clear and concise message so that you keep your viewers engaged. Typically, your CTA will appear at the end of the video so if people leave before seeing the end then you've wasted an opportunity to deliver your message.
There are however exceptions to the rule, for example if you were to create a knowledge video or a webinar then these videos can be longer. In this instance, the audience will already be invested in wanting to watch the full video so you have more time to go into depth about your area of expertise. Check out Whiteboard Friday from Moz to see examples of awesome knowledge videos.
5. Not Promoting Your Video
When you've created your video and placed it on a landing page, what's next? Well, if you're not putting any effort into promoting it then you may as well have not created a video in the first place. The problem that we've found is that many marketers aren't too sure how to promote their video, with 53 percent of businesses struggling to do this effectively.
So how can you promote your video?
- Optimize your landing page using keywords in the URL and meta discription
- Write a summary about your video
- Add social sharing buttons to help people promote it for you
- Post it across your social channels and put budget behind it to promote it further
- Create CTA banners to direct more traffic to the video
- Email your database about your video
- Create content surrounding your video (guest posts)
So those are some of the biggest mistakes that I see in video marketing. The takeaway here is to ensure that you have your goals defined, you create it with your audience in mind, and that you put plenty of effort into promoting it.