Although strong video marketing will help you reach a host of markets and can also be the single best way to engage your audience, poor use of video marketing can place a dent in your brand’s credibility. At Monkey Video Productions, we have seen first-hand the damage that badly made videos can cause. The worst thing is that these mistakes are easily avoidable and we look at 5 of the most common below.
1 – Making a Video for the Sake of it
The majority of small businesses make a video just because this form of marketing is proven to be successful. These companies make the mistake of not having a clearly defined plan for their video. If you don’t have a strategic purpose for making the video and have no idea who the target audience are, put your foot on the brake panel and think things through. Approach video marketing in the same manner as you would with other forms of marketing in order to succeed.
2 – Lack of Branding
While it is important to create a memorable video, if customers can’t remember the name of the company that made it, you have not succeeded in your efforts. It is easy to get wrapped up in the creation of video to the point where you forget that its purpose is to promote your brand and communicate the benefits of your products/services. You need to brand your video with a company logo and website URL to put your stamp on it.
3 – Too Long
This is the single biggest mistake made by small businesses in the creation of a video. We have found that videos in the 60-90 second represent the ‘sweet spot’. It is also vital to have an engaging opening because a minimum of 20% of viewers will click away within the first 10 seconds if they don’t like what they see.
4 – Jumbled Messages
As your video is supposed to be short, it is essential for it to have one clear message. We have seen so many videos that talk about a company’s product, history, location and awards within the space of 70 seconds! Put yourself in the shoes of a viewer; what message will they take away from such a jumbled mess? Absolutely nothing and in most cases, they won’t even watch the whole way through out of sheer frustration. The simple solution is to stick to a single message throughout the video.
5 – Lack of Patience
Video marketing does produce great results in our experience but what is doesn’t do is transform your business overnight. It is rare for videos to go viral and most of those that achieve this have a large social media presence. Once you embark on a video marketing campaign, know that it requires determination, consistency and above all, patience!
When you avoid making all of the errors mentioned above, you can look forward to a productive video marketing campaign. Over the course of time, you will find that your profit margin increases as more and more customers learn about the benefits of the services and products you offer.