Video has the potential to yield great results for your organisation, but to get your best results you need to plan and strategise carefully. While video can successfully tackle many challenges, it is unfortunately not a one-size fits all solution. This means that to be successful in your video marketing you must go about it strategically. Too often people see video as the answer to all their questions, as opposed to a marketing tool they must use carefully and strategically.
Here are some common video mistakes to watch out for:
1) Trying to achieve too many marketing goals in a single video
When you try to accomplish too much with one video, you risk not accomplishing any of them. This one of the most common video mistakes. A single video cannot solve all your marketing woes. You must be targeted to be successful. You need to focus on a single clear message.
Fix: Before you create your video, you need to make a plan. Determine what the main goal of this video will be. Then focus on this main goal to ensure it is clearly and effectively communicated.
2) Your video is too long
Attention spans are only getting shorter, and this is something you must account for with your video. Any videos that are longer than two minutes are more likely to turn your audience off or even preventing them from watching in the first place. So even if you have a lot of information you want to relay, be focused and succinct in delivering it.
Fix: Keep your video length to between one to three minutes. Our research has shown this to be the most effective time lengths to successfully communicate your message. Your video should get your message across in the shortest and most engaging way possible.
3) Not addressing your target audience
Your video will be most effective when focused on delivering a message to a specific audience. Focusing on a well-defined target audience gives your message the best chance at resonating and inspiring your desired audience into action.
Fix: Think about what your target audience wants to see, what would interest them? If a video doesn’t interest them then they are not going to watch it. Once you’ve determined what would interest and engage your target audience, then make sure your video embodies that.
4) Not including a call to action
You’ve invested time and resources into your video, yet you fail to communicate to your audience what you want them to do. This is one of the most crucial video mistakes to avoid. The purpose behind using video to is to achieve a desired goal whether that be raising awareness, increasing donations, etc. Yet if you do not include a clear call to action, then the audience will not know how to react to your video. You’ve gone to the trouble of engaging your audience, now make sure you do something with that connection.
Fix: Give the audience a clear next step whether it’s visiting your website, or donating to your cause. Make it as easy as possible for the audience to act.
5) Expecting immediate results
As much as you may want a viral video, the likelihood of you achieving this is quite low. Videos rarely go viral. The good news though is that your video doesn’t need to go viral to be successful. If your video is targeted to your desired audience, between 1-3 minutes, and have a clear call to action than you will get big results from that audience.
Fix: Be patient and ensure that you monitor the analytics for your video. Note what objectives you want to achieve with that video, then compare pre and post video data.
Video is a tool that when properly employed can yield great results. Make sure that you use your video as a part of your overall marketing strategy. A strong video marketing strategy requires consistency, dedication and patience.
