15 Reasons That Make Your Video Marketing Terrible (And How To Fix)
Video marketing is turning out to the most crucial tool for traffic generation and traffic conversion. Businesses around the world are jumping on the video bandwagon in a big way. In fact, it’s predicted that 74% of the internet traffic would be through videos this year. Even a survey by Web Marketing Video Council found that 61% of businesses were using videos in 2016, up by 17% from 2015. The survey further confirmed that videos were not just drawing audiences; it was also instrumental in several lead conversions as well.
Image source: contentmarketinginsitute.com
That said content marketers are still naive about the best practices that go into building a brilliant video. Several mistakes are commonly practiced, which makes a video terrible and less effective these days. And, given the number of videos that are out on any given day, such mistakes are on the rise. But then, such blips could be avoided if you take some care.
Here are those 15 practices that could turn video marketing into big disaster projects:
#1. When you don’t give a fig as to what your video marketing stands for
What’s that you want from your video? Is it to attract more conversions for your product or service? Is it to engage more customers? Is it for to build brand recognition and reputation?
Plan your video goals first, because it will give you a fair idea as to what to include in the content. As you know, the content for brand building videos is different from educational videos. Know the difference and build the content accordingly.
Once that’s done, you need to plan some post-video activities, such as creating a landing page that could drive conversions on your website.
#2. When you don’t know how long your video marketing content should be
According to a study by Microsoft Corp., the average attention time of people is max eight seconds. This means you need to capture the meat of the matter within those eight seconds.
That’s the reason why content marketers bestow so much belief in scannable content because it makes it easier for the readers to get a grasp of the subject matter in eight seconds or probably less.
By the same token, the length of the video should be kept short. In fact, it should be kept under one minute.
Some of the important metrics to take note of:
According to Hubspot report:
- 56% of all videos published by B2B companies last year were less than 2 minutes long.
- 12% of the B2B videos were more than 20 minutes long.
- Videos under 90 seconds see an average retention rate of 53%.
- Video advertisements should be no longer than 30 seconds.
- A campaign video, such as crowdfunding videos, should be anywhere from 90 seconds to three minutes long.
#3. When you use overly complex ideas and jargons
Videos are meant to be jargon-free. And the conversational tone is the name of the game. Speak in shorter sentences, in fact. Your audience will be able to relate to it, easily. More importantly, read the script aloud. This would help you to dissect the words and phrases that sound too big to be made part of the video. You could replace them with some smart words. Say, for instance, you could replace ‘optimum’ with ‘ideal’ and things like that.
#4. When you include unwarranted clippings without any rhyme or reason
Okay! I heard you. You love watching baby videos. But then answer this: Does your target audience love watching baby videos as well?
The point I am driving home is, before creating content for your video, ask yourself this first: Whether your audience will be able to relate to your video or not?
Because if the content of the video is totally out-of-context, don’t forget, you are pissing your users off.
When you start creating a video, the most important thing is to find out what your target audience actually wants to see? What would actually draw their attention to your video?
Don’t forget you are borrowing users valuable time, so make sure your video is worth their time and efforts.
#5. When you pick click-bait headlines over relevant ones
Your title says something, while your content says something else. Maybe it’s a common phenomenon in the content world, known as “clickbait,” in SEO lexicon. And, maybe it’s drawing eyeballs in the big numbers.
But then, stay away from these maybes in the video world. Why? It’s because you could attract serious penalties from Google and from social media sites, too. Not to mention it will tarnish your brand image as well.
Facebook, is already taking serious measures to chuck out clickbait from users’ feeds. Even users wouldn’t think twice before tarnishing your brand if they find that you are applying deceptive titles to your videos.
Long story short: Severe punishments will unleash if your title isn’t in sync with the content. None the less, make sure your title matches with the keywords the viewers are searching for. It’s because as per Backlinko’s research, videos blogs that match keywords that users enter into search box has a slight advantage over those that don’t.
#6. When you rope in a speaker over a product developer
Getting a script readied and then asking the big shots in the company to speak up is not going to work well with the users. The gaps will show. On the contrary, you need to rope and motivate real people and who have spent their lives behind the screen, building the ultimate product, to get behind the cameras. Agreed, they would lack in the technical and finesse department. But, as you know, with proper guidance, you could get them on track.
Take my word for it. The finished product would be worth the effort. And, more importantly, it would add authenticity to your content.
#7. When you address a community over a single person
First, fix what you want to achieve through your video goals. Once you have done that, you’ll be able to identify your buyer persona and accordingly come up with a relevant script. However, what’s important while writing scripting is that you need to address a single person and not a group of people while preparing your video content.
A businessman wanting to increase his productivity levels or a teenager scouring “how to play” videos, by envisioning your audience, you need to work out your video goals and budget time and money for your videos.
#8. When you believe that content is primary, lighting is secondary
Never mind the private videos, your professional marketing videos are supposed to look professional. And, that means you need to be sure of your lighting stuff as well.
Imagine a commercial with a low-quality light being beamed on TV. Won’t you take pot shots at it and even label it as a cheap, let alone buy products of that brand?
By the same token, videos developed under the fluorescent lights of your office ceiling, or under the sun rays beaming through the Venetian blinds are sure to affect the quality of your articles in a huge way.
Using them will only result in dark videos, besides resulting in a long and hard day at the editing desk.
#9. When you opt for cheaper options like a web cam
If your idea of video shooting is to use a $30 Web Camera attached to your computer monitor, think again. It’s because the quality will be awful. No doubt about it.
Also, keep a safe distance from “quick and dirty” video cameras from the market today. Sony Webbie and Kodak included. Agreed, these are small and advanced high-definition video cameras that are convenient to ease, but when it comes to displaying a degree of professionalism, they won’t measure up.
For one, there are notoriously bad when the light conditions are not suitable. And, if you are not using a tripod, your video would experience tremendous shaking, thereby nauseating viewers.
#10. When you are using microphone inbuilt in your camera
The built-in microphones are equally bad. It not only picks up sounds from internal machinery, within the camera but also the sounds of finger movements on the camera itself. Not to mention, it also picks up noise from the surrounding environment. So, avoid using a built-in microphone for videotaping purposes.
And, also make it a point to videotape during the quietest times of the day, be it early morning or later in the night.
#11. When you are setting up a YouTube Channel for the sake of it
If you are serious about video blogging and plan to come up with a series of videos, then it better to set up a user-friendly and well structured YouTube channel.
In fact, you should be serious enough to consider your YouTube channel as your second website. So, make sure you put time and effort into setting up brilliant websites and this will make sure you attract subscribers.
#12. When you ignore video marketing SEO even when YouTube is the second biggest search engine
Good that you have optimized your site for the website. Ever thought of optimizing your videos as well?
Don’t forget that YouTube is the second biggest search engine in the world. And, if you happen to have optimized your video, be assured, it will appear high up in search results. Not to mention Google favors video content in its SERPs. So, automatically your videos gain an advantage over static text or image based content.
#13. When you haven’t readied an action plan for the promotion of your video marketing efforts
Making videos and then uploading them to YouTube or any other social media channel is not enough. You need to work out a good activation plan as well if you want your video to be watched by hundreds, if not thousands. So, go ahead and work out all the permutations and combinations of your owned and earned media channels to promote the right kind of video content to the right channels.
#14. When you forget to leverage a video marketing transcript
Search engines won’t crawl your video content, which means you need to post a full transcript of the video content as well, to overcome the SEO shortfall.
#15. When you think your video marketing could do without tagging
It’s important to include meta tags, titles and meta descriptions to your video content. This will make sure your videos get indexed for relevant content searches.
Conclusion: Video marketing is turning out to be the best lead conversion machines.
No other marketing machine could match video in terms of its storytelling skills. The sound, motion, and visuals involved make it easier for you to drive the audience to your website, and in turn your products and services. So no matter what, make sure, you use the best types of equipment and at the same time be ready with an action plan when your video is ready.