At first glance, video marketing can seem very easy and straightforward. You simply craft a message, put in some kittens, play a catchy tune, and bam, instant viral success! The truth is it can be a very difficult task to keep your audience engaged. If you’re venturing into the jungle that is video marketing in search of the treasure of the viral audience, be warned… there are many unforeseen challenges to overcome. Here are some of the most important video marketing mistakes we have assessed brought to you by Vidyard, and Forbes.
Mistake #1: Forgetting That You Get What You Pay For
When you’re making art, a lot of the end result comes from the talent of the artist(s) involved. DaVinci could use low-quality paint and a course, horsehair brush, and still create an astonishing work of art. The problem is, though, very few of us are Renaissance geniuses. Talent, drive, and creativity can only take you so far when it comes to making a good video. Eventually, though, you’re going to have to open your pocket-book. Because when it comes to art in general, and video in particular, you get what you pay for.
Can you shoot a phenomenal video with just your overhead lighting and the camera in your smartphone? It’s possible… but if you’re digging a mine, don’t use a garden trowel.
Mistake #2: Turning Your Video Into A Sales Pitch
Video marketing isn’t just about making commercials for a product. Sure, you can do that, but we all know what happens when a commercial for a product comes on. If someone’s sitting in front of the TV, they change the channel. If they’re watching YouTube, they click the “skip ad” button as soon as they can, tuning out whatever’s being said.
That doesn’t mean you shouldn’t be trying to make a sale, of course. What it means is that your audience is like a group of kids who don’t want to eat their vegetables. You need to dice it up, keep it subtle, and distract them with stronger flavors. You’re not here to sell them something. You’re just telling a story, or showing a fun video. Getting past the taste buds that won’t swallow ads is a challenge, but not one that can be overcome by declaring that your vegetables will be different.
Mistake #3: Keep it Short and Sweet
Videos are a lot like dessert; keep it short and sweet to make your audience happy. The longer a video goes on, the less likely someone is to watch it till the end. This is particularly true if the audience isn’t hooked in the first ten seconds or so. A minute to about a minute and a half is the ideal time slot you’re looking for a video to fill in order to grab your audience. Longer videos can work, but they work better as the destination from a, “would you like to know more?” link.
Mistake #4: Make Sure Your Call to Action is Clear, and Unambiguous
If you spend all this time and effort hooking your viewers, make sure you give them a single, unambiguous call to action. Follow us on social media, go visit our store, check out our services, or like and share this video. They’re all good… but you should focus on one. The more calls to action you have, the more diluted your commands become. Use the goodwill while you have it to get the results you want from your audience.
These are, of course, just a few of the bigger pitfalls awaiting you in the jungles of video marketing. For more tips and tricks on how to improve your internet marketing strategy, contact us today at (215) 393-8700!