Video marketing really is terrific – we’ve blogged at length about how it’s a compelling way to tell your brand story, sell your products and reach a wider audience.
So it’s little wonder that more and more people are trying to ‘do’ video. Which presents a dilemma; how do you continue to stand out from the crowd? And how do you avoid the rookie mistakes that the other guys are making?
Sadly, for every truly great video out there, there are too many terrible ones to count. The good news is, bad videos often tend to fall victim to familiar - often avoidable - mistakes. Here’s our run-down of the more common ones – avoid these, and you’re on the right track to video marketing success!
1. Making it too long
Sadly, this is one of the most common video marketing mistakes. People are understandably passionate about their product, and well versed in its many benefits and features.
You’d think that, the longer the video, and the more features included, the more compelling it would be, right?
Well, not quite. Modern consumers have a short attention span, and our experience shows us that you generally have around 1-2 minutes max before your audience loses interest.
The skill here is identifying your main USP’s and being able to get them across quickly and concisely. Keep it short and sweet!
2. Not branding it properly
Video is one of the best ways to raise awareness of your brand – so you want to make sure you’re projecting it accurately. Whether you use your own in-house designers or hire a video production studio, make sure the end product is closely connected to all your other marketing materials.
Use colours, fonts, imagery and language that are consistent with your branding – and make sure the graphic style reinforces your message.
Even if you’re making off-topic videos, make sure you at least top-and-tail it with your logo so people know who made it! Check out our ‘Useless Facts’ series – five of our most-watched YouTube videos come from this totally off-topic series, but we made sure viewers were exposed to the ‘Wyzowl’ and ‘Sketcha’ brands by including our logo in the closing screen.
3. ‘Making do’ with lousy quality
For a number of reasons, you may be tempted to sacrifice quality when it comes to video production. When the deadline is approaching fast and the budget is tight, it’s easy to see how this can happen.
But remember, your video is critically important in making a first impression. So if your video screams low budget and low quality, what does that say about your company as a whole? You could be missing countless opportunities to turn newcomers into customers.
‘Making do’ can have a catastrophic impact at every stage of video production, whether it’s dodgy graphics, sloppy animation or a shabby, self-recorded voiceover. Doing it properly and professionally is easier, and less expensive than you might think!
4. Using music and sound without permission
Music and sound effects are a great way to add emotion and vibrancy to your video…but it’s absolutely vital to understand the sort of music you can legally use in your videos, and the sort you can’t.
You might think that the latest Taylor Swift or One Direction chart-topper is the perfect accompaniment to your video. And, better still, it might cost you just a few dollars on iTunes. But beware; using anything other than royalty-free music could result in big expenses further down the line. Check out sites like AudioJungle.net to get great, royalty-free music that you can use without fear of reproach!
5. Not addressing your target audience
Everyone wants their video to have a broad appeal, and engage a wide cross-section of viewers. But as the old saying goes, ‘When you speak to everyone, you speak to no one.’ It’s vital that you identify your target audience, and address their pain points directly. Casting the net too wide can mean the message doesn’t actually resonate with anybody.
This is where hiring a studio can really help – or at least bringing in a professional copywriter to help you properly communicate your message.
6. Not including a direct call to action
Again, this mistake is all-too-common! At the end of your video, it’s absolutely crucial to give clear instruction to your viewer regarding what they should do next. All too many videos simply stop in their tracks, leaving the viewer with nowhere to go to further their interest.
Ask yourself the question; in an ideal world, exactly what would you like your viewer to do after watching your video? Whether you want them to visit your website, download your app, or sign up for a free trial, don’t be afraid to explicitly include this instruction at the end of your video. After all, they just made it to the end of your video, so it’s likely that they’re interested in finding out more!
7. Hiring the wrong studio
There are some great video studios out there – we like to think we’re one of the best – but, equally, some are not so great.
Picking the wrong studio is one of the very worst mistakes you can make, and can lead to a lot of bad stuff, from unnecessary delays to spiraling costs and, ultimately, a shabby end product.
It’s important to make sure you carry out due diligence before hiring a video studio; review the work they’ve created in the past, check out any customer testimonials, and get the process firmly fixed in your mind so you can avoid any ‘hidden extras.’
Here at Wyzowl, we pride ourselves on being very straightforward with our clients. We offer fixed turnarounds, unlimited revisions and fixed pricing. This means you’ll always know where your project is up to, you can work back and forth with us to get a video you’re truly happy with, and know that the price you see on our website is the price you’ll pay.
It’s important that you feel comfortable with the people you trust to deliver your video project, so why not get in touch for an informal chat and see if you’d like to work with us?