Consumers watch videos by the billions per day across social platforms like Facebook, Snapchat, and YouTube. Content marketing research proves a strong video marketing strategy drives traffic and generates leads. Conversely, poor videos turn away consumers. Avoid these common mistakes in your video marketing to boost results.
1) Poor Video Conditions
There’s a reason why news journalists are finicky about their shot location. Consumers are turned off by poor lighting and distracting background noise. Think about your video environment. Reduce the distractions and check the lighting before going Live. Comments like “I’m sorry, I couldn’t hear you over the background traffic,” don’t encourage viewers to watch.
2) Hard Selling
Most consumers are turned off by a hard sell in person. Video marketing is no different. Hard-selling videos won’t be watched to the end. Instead, focus on building customer relationships through video content. Let fun and informative videos drive consumers to continue interacting with your brand.
3) No Search Engine Optimization
If your website and blogs are search engine optimized, then why not your videos? Social networks like Facebook allow users to program video SEO. Do it! Make videos searchable across all platforms to improve organic results. Write an appropriate but interesting title that entices click-throughs. Appropriate captions with the right keywords matter. Add tags if applicable.
A video with no purpose won’t gain the traction you’re looking for online. Even 20-second videos must have a marketing purpose: the team wishing customers ‘Happy Holidays,’ a highlight reel of a recent conference, teasing a big announcement, etc. Keep the videos in line with your brand and target audience. Defining a reason for the video avoids pointless rambling and keeps the content engaged with a single message.
The trick about video length is to consider the purpose. Sure, a webinar can run 20-plus minutes without a viewer blinking an eye. They expect to watch in-depth content and plan for the time. However, there’s little reason for a video announcing a new product to last extended periods of time. Break the video into smaller, easily shareable content that can create a video campaign. Focus videos on topics: a summary, how to use new features, and customer testimonials. Shorter videos appeal to today’s attention spans.
6) No Call to Action
Videos exist for content marketing. Direct consumers to the next step, whether it’s watching another video, subscribing to a channel or downloading a white paper with more details. Tell them how to visit your website or how to contact you, or add a click-through button. Call to actions are essential for the end of every video.