Video’s incredible capacity as a marketing tool is undeniable. Video footage can grab attention, condense information and allows for unbound creativity in a manner unmatched by other form of popular media. However, whilst video can be a great asset for any brand, if handled incorrectly it may become the opposite. There are a number of mistakes that you need to avoid when making a video marketing campaign.
Whether you are creating a campaign centred around video or simply wish to test the waters of visual media, using video will likely foster positive results for your brand. It is difficult to argue against the statistics that back this up. Research suggests that viewers can retain 95% of a message delivered via video, compared with just 10% when the information is in text form. It has also been suggested that 80% of viewers remember video adverts that they’ve seen in the last 30 days. These facts reflect quite how effective video can be.
However, in order to get the best out of your video content, it is important to avoid making common mistakes. There are certain obstacles and pitfalls that pop up during the video production process. But with the right knowledge behind you, these can easily be dodged. That is why we are here to outline some of the most common mistakes made during a video marketing campaign.
Whether this is your first attempt at delving into the world of video or you are a verified videography veteran, avoiding these common errors can help keep your campaign relevant, efficient and captivating.
Not focusing on a single message
Remember that your videos are here to tell a story. A story about your brand, your product or those behind how it all happens. So, don’t overdo it.
By this we mean that it is important to keep each of your videos focused on the message that they are there for. Each video’s subject is something that should be outlined in your overall video content strategy. So often people try and cram a shed load of information into their videos. Yes, video has the brilliant ability to condensing information into a focused format. This doesn’t mean that you should push this ability to the limit. If you try to cram everything that you can into your videos, they will become overwhelming, disjointed and will ultimately drive your audience away rather than draw them in.
Keep things simple and stick to your video’s subject matter. You can always expand on your point in subsequent videos.
Veering away from your brand guidelines
With unlimited creativity at your fingertips, it becomes tempting to take your video campaign down an abstract route. However, the more abstract you get, the further you will wander from your brand’s true path.
Often discussions with colleagues or brainstorming sessions can result in new and alternative ideas for your company’s marketing strategy. Whilst it can be interesting, and often advisable, to occasionally veer slightly from the norm, it is important that you still adhere to your brand guidelines. Failure to stick to what characterises your brand can prevent you from properly addressing your target audience. Without the typical associations present in your video content, people may start to dissociate your company from the characteristics that caused them to be drawn to you in the first place.
Sticking to your brand guidelines when creating a video marketing campaign can be key to keeping your current audience. It will also ensure that you subsequently attract more members of the market that you are targeting.
Creating long videos
It can be tempting when creating video marketing material to go all out with your design ideas. To create a video, or a series of videos, that are epic in terms of the content and the play time. But, more often than not, this ends up being a gigantic waste of both your company’s time and budget.
Thanks to the immediacy of handheld media devices, humans’ attention span has decreased significantly in recent years. This unfortunate new characteristic is also reflected in the preferences of those that consume video media. Research suggests that most successful marketing videos are around just 2 minutes in length.
It is also important that your introduction doesn’t last for too long for the same reason. You need to grab the attention of the viewer and then throw them into the heart of the content. Drawn-out drawl regarding what the viewer will soon see is likely to put them off rather than draw them in. Keep it short, sweet and punchy.
So, whilst a lengthy visual extravaganza summarising your brand and its benefits may be tempting, a more bite-size series will likely fare better.
Being too salesy
Remember that video is a form of marketing content best used for drawing the target market closer to your brand. It is a tool for teaching the audience about your company and developing the brand’s story at the same time. Forcing sales jargon in the faces of your viewers is counterproductive to this purpose. It almost certainly wont work.
Simply expand on the core brand values and rouse excitement amongst your target market. This will create a more organic connection between the audience, the brand and the product or service on offer. Salesy speeches are more likely to drive people away.
Not using a CTA correctly
A CTA (call to action) is the interactive element of your video content. It could be a “Visit Our Website” pop-up or a mention of your social media pages from the video’s host. There are a number of different ways to incorporate CTAs into your videos but it always has the same purpose – to point the viewer in the direction that you wish for them to eventually head. If you want them to check out your latest product add a link to its page. If you are looking to up the numbers of your email subscriber base, mention signing up to email for the latest offers etc.
Try to keep your CTAs as smooth as possible. Incorporate them into the footage in a seamless fashion so as not to irritate the viewer. After all, doing this in an overtly salesy fashion goes against the point above. Also remember that the CTA doesn’t have to occur at the conclusion of your video. Some suggest that placing it near the start of your videos can lead to more favourable results.
Failing to take advantage of all available platforms
Firstly, it is important to choose which video hosting site works best for you. Video hosting sites are websites that you place your video on before embedding it into the right spot on your own webpage. This prevents large video files from devouring your bandwidth and slowing down your site.
Each host site has its pluses and minuses. For example, YouTube is renowned and can present your content to a wide audience. On the other hand, a site like Vimeo may not attract the same levels of attention but it has better security measures that can keep your content private. When it comes to which one works best – that is up to you.
Looking past your host site, it is important to decide where you will display your new content. Is it social media-friendly? Will it perform well on emails? Could it be the media that draws customers in on the homepage?
You don’t have to throw your videos at every possible platform, but ensure that you take advantage of the ones that will prove beneficial.
Ignoring the influence of SEO
SEO (search engine optimisation) is a term that is thrown around left, right and centre by marketing professionals. It is what helps your pages appear in all the right places on search results pages on Google and other search engines. This is done by using elements like meta descriptions, thumbnails and video titles, which help the internet know what your content is all about.
“Videos are extremely effective when it comes to making your webpages known to the world wide web.”
In fact, video results are 50x more likely to rank than text-focused pages. Making sure that you get the best from your video SEO will help bring more attention to your website and ultimately your brand.
Expecting instant results
This is a common mistake made by those taking their first steps into the world of digital marketing. Whilst it would be fantastic to see your hard work pay off instantly, unfortunately this isn’t how it works. Many that are unaware that this process is a marathon, not a sprint, often give up in the early stages. We can’t stress how much of a mistake this can prove to be.
Video marketing is a long-term branding investment. In terms of the SEO side of things, Forbes suggests that results won’t be seen until 4-6 months from the time that adjustments are made. This is a good indication of the patience and perseverance required to fully reap the benefits of a video marketing campaign.
Neglecting analytics
Unfortunately, just because your video has been posted online and you are raking in the views doesn’t mean that the work is over. Actually, some of the most important work comes after the video has already been posted online. The information you can extract from the analytics of a video is immense and often invaluable.
Analytics data can point you in the direction of any tweaks that your video might benefit from. By making slight adjustments, whether it be adjusting an intro length or changing a CTA, you can achieve tangible results. Not only this, but the data can also help you with future video campaigns.
Make sure that you listen to your target audience. Checking reviews of your content is another way to achieve this. After all, if they aren’t reacting positively to your videos this suggests that there is something fundamentally wrong with your content.
Partnering with the wrong producer
This is where we may become a little biased…
However, all prejudices aside, if you partner with someone who isn’t a good match for your company and your project in particular then it will reflect on your content. As the client, you have a certain mental image of how your videos will look. If that doesn’t match the imagination of your video production team this will result in complications. The video production team will become an extension of your own team, so make sure that there is some sort of an office chemistry before you sign on the dotted line.
Similarly, it is important that your choice of video production team has experience that is relevant to your campaign plan. Some production companies specialise in particular video subjects. Avoid working with producers that won’t sync with your project. For example, you wouldn’t want a producer specialising solely in health videos handling a video marketing campaign focused on education.
Here at Kartoffel we specialise in producing a variety of video services. As a company with over 9 years, upwards of 2,000 videos and a collection of significant clients under our belt, we prioritise creating premium quality video footage with rapid turnaround times.
If you are interested in working with us on your net video marketing campaign, drop us a line.
