Video production is becoming easier and easier as technology gets cheaper and easier to use, however simply adding video to your content marketing mix, doesn’t mean things will go as you planned. One of the best ways you can learn is to look at the mistakes other have made and learnt from, as this helps ensure you don’t make the same mistakes, so here are nine common marketing video mistakes.
Making Your Video Too Promotional
When starting your content marketing journey you want to achieve the success you hear this form of marketing offers, you want to promote your business, your products and your services in some way, this applies to all forms of content you create including video. The problem however is that you are not making a commercial, if you did no one would want to watch it.
You’re making a video that provides information, is educational or solves a problem of your audience, as well as providing positive reinforcement so that your audience want to buy from you. Just as with written content, include a call to action however make if less than 10 or 20 seconds at the end of the video, and make the rest of the video non-promotional.
Making Poor Quality Videos
Your video does not have to be of the highest quality, it’s not a television production; if however you want it to potentially become popular with the potential of going viral then you should make the highest quality video that you’re able to make. In addition, seek to make your videos better each time, as you learn more about lighting quality, sound and video editing.
Not Putting Your Video Where Your Audience Will See It
It might sound like a great idea to only put videos on your own website, due to branding concerns. But this is not going to build an audience very quickly, especially if your website is not that popular to start with. Even popular websites post videos to other places like YouTube, Vimeo and other video sharing sites, to get more views and to attract a new audiences.
Not Knowing Who Your Audience Is
When you first consider making your first video, it’s imperative that you know exactly who your audience is. If you aren’t 100% sure who you’re talking to, you will not be able to make your topics resonate with them so that you can more viewers. Knowing your audience enables you to know what their goals are, their problems and their success markers, all you have to do them is tailor your content to meet these needs whilst remaining in your industry niche.
Not Keeping Your Topic Narrow
Each video you create should be about a very narrow topic so you can keep them between three and five minutes long, this is the idea length. Once in a while it’s okay to go over that, for example if you’re teaching someone how to do something step-by-step with screen sharing, but this should be the exception rather than the rule. If you’re just talking, the shorter and more to the point your video is, the better as your audience has limited time.
Making Your Videos Too Long
The attention span of your audience is limited and videos that are too long are boring. Even if your topic is interesting, making the video too long often seems boring to your audience. People are in a hurry to get the information they need and don’t have time to sit around forever waiting for you to get to the point. If you want people to engage with you, make your videos short and to the point. And don’t worry, I struggle with this myself as I have a tendency to want to share more than I should in one video.
Trying to Focus Too Much on Going Viral
As you make your videos you are of course going to think about and try to plan for them going viral, but the simple fact is that you don’t know what makes one video go viral and the other not and as such you shouldn’t focus on it. You should instead focus on the most important aspect of your video, the message contained within it. You can do all you can to plan for it to go viral by being ready for the onslaught of traffic and more. But, you must still focus on the content instead of the idea it might go viral.
Uploading Only to One Place
The great thing about videos is that, at least for now, you do not have to worry about duplicate content. Posting your video on YouTube, your website, and Vimeo and other video sharing sites is a great idea. The more places you can post it, the better. Enable video editing, and encourage people to share.
Not Promoting Your Video Once Posted
Once you have created a video and posted it, you should promote it. Promote it more than one time, too in fact promote it multiple times, especially if you use Twitter. Make sure you promote it on more than one social media account. Be sure to always comment back when people leave comments for you and try and engage these people in conversations by asking open ended questions. You can promote your video via your blog, social media accounts and more.
If you turn these common video marketing mistakes around, you’ll find that your videos become more popular, get more comments, and are shared much more often and your overall content marketing strategy will take a massive step forward.