Video marketing is great! Everyone knows that by now. And, it's not just great for businesses, it's also great for consumers who love to watch videos for advice, information, or just for fun. There are 4 billion views per day on YouTube alone, so video marketing clearly works. Win-Win.
There are pitfalls and mistakes to be made in any venture, and video marketing is no exception. Sure, 4 billion videos are watched each day, but statistics have also found that 1/3 of users actually switch off by the 30 second mark.
In this blog we're going to go through the four biggest video marketing mistakes that make users switch off. Luckily, video marketing is still in it's infancy so there's plenty of time to rectify your mistakes, and who knows, maybe hit the viral jackpot.
Mistake One: You're Too Passionate!
Yes, you read that correctly, there is such a thing as being too passionate about your product! Videos need to be two things in order to be shareable (and ultimately successful!) - engaging and short.
Too many people dive headfirst into video marketing with 101 ideas, and 1001 things they want to say. And, it's great to be passionate about what you do, but, that doesn't mean you should go out and make a feature-length film about your product! Why? Because no one will watch it!
To make sure you don't go too overboard whilst making your video you should always set a strict time limit before you start. As the previous statistic proves, shorter is better because one third of viewers are lost after 30 seconds. Here, at Wyzowl, we always advise our clients to aim for the one minute mark for viewer engagement purposes. However, stretching to two minutes is okay for complex products, or website walkthroughs.
If you find yourself thinking, "That's impossible! How can you explain your product in one minute?", here's a few examples to change your mind.
After spending only 51 seconds watching this you now have a whole load more statistics on video marketing!
...and in just 57 seconds, you know exactly how to use this app.
So it can work, and does. Plus, most video marketing agencies will make it easy for you to stick to your given time-limit because videos tend to be charged by the minute.
Mistake Two: You Don't Actually MarketMaking a video is time-consuming, exhausting, and sometimes frustrating. By the end of it all you want to do is sit down with a glass of wine and watch your masterpiece on a loop. But, it's called video marketing for a reason.
Surprisingly, a lot of people don't actually market their videos, they simply upload them to YouTube and pray for views.
Every piece of content online has to be optimized for SEO in order to improve the possibility of it being seen by the right people. SEO should always be at the forefront of your mind when creating your video's title and description. You should also make sure you include your web-address in the description box.
Additionally, YouTube tags are great for SEO purposes. Think of any keywords your ideal customer might be searching for and turn them into tags for your video, just like you would whilst blogging!
Of course, YouTube isn't the only platform you can share your videos on. Check out Vimeo, Wistia, Brightcove, and even Facebook.
Mistake Three: Your Video is Off-brandWhen stepping into video marketing it's easy to see your video as a completely separate project, but it must be remembered that your video, like all of your other marketing content, will be an extension of your brand.
If you're a content marketing agency (like us) aimed at the average marketer then you don't want your video to be in layman's terms with a terribly slow pace, and awful colour palette that reflects none of the awesome stuff you offer your clients.
You also want to decide against creating one of those totally generic, and downright embarrassing 'thought-provoking, heartfelt, (in)sincere' brand videos. In case you don't know what I'm talking about take a look at this hilarious parody of the Generic Brand Video:
It's understandable that you won't want to be too corporate when creating your video, after all you want it to stand out. It's always a good idea to make things a little bit more fun when making a marketing video, but you should always, always, have your brand's colour palette, message, and audience in mind.
Mistake Four: There's No ClarityIf you've already tripped over mistake one, and three, then this is a mistake that will naturally follow.
If you're too passionate about your video you will usually try to aim it at ALL audiences: new customers, current ones, friends of your customers, brands that could possibly become partners, people that have a spare two minutes -- anyone. Unfortunately, one size does not fit all with video. As with most content marketing pieces, videos need to have a clear Call-to-Action, and this can only be achieved if you are addressing one group of people.
Another thing that should always remain clear throughout your video is your message. You will need to decide what kind of video you want to create. Is it informative? Promotional? A tutorial? A testimonial? All these types of videos are great, and have their own individual benefits, but if you try and bundle them into one things are just going to get confusing for your viewers!
So, there you have it! The four biggest video marketing mistakes people are STILL making. Think we missed one? Let us know in the comments box!