Video marketing continues to grow in popularity, and there’s no doubt how effective videos are in getting your message across. However, just like any marketing tactic, execution can make or break how effective your videos are. Be sure to avoid these mistakes in your video marketing efforts.
Yes, video marketing is still effective
Before we talk about the pitfalls, let’s reiterate just how effective videos are. Consider these stats according to Lemonlight, a video production company:
- 85% of marketers say that video is an effective way to get attention online. (Animoto)
- Viewers claim they retain 95% of a message when obtained via video. (Social Media Week)
- Video ads were the #1 way consumers discovered a brand they later purchased from. (Animoto)
- 94% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl)
- Over 70% of viewers say YouTube makes them aware of new brands. (YouTube)
They actually offered up 67 stats about video marketing so if these don’t convince you, check out the full article!
Mistakes to avoid in video marketing
Ready to get started with videos? Here are the mistakes to avoid that will help improve the effectiveness of your efforts.
Don’t create a video without a plan
While you might be creating a video on the cheap (from your phone) it still costs you time, which is precious for small business owners. Like any marketing tactic, have a plan for your video. Determine issues like:
- Who are you targeting?
- What’s your intended outcome?
- Where will you post the video?
- How will you measure results?
If you create a video just to create one, plan on the results to likely be minimal. Have a plan, or work with a small business marketing professional to help you craft one.
Don’t create a lengthy video
Nowadays, videos are all about being short and to the point. Creating a lengthy video will likely cause you to lose a good majority of your viewers before they finish watching the video. Aim for 30-90 seconds, with 60 seconds being the real sweet spot. Here’s another reason for shorter videos: not all social platforms support longer videos, so you’re limiting where you can distribute your finished video.
Don’t forget your call to action!
Regardless of whether your video is entertaining, educational, or informative, you want a call to action. Remember that suggestion above about having a plan? One of those items was “what’s your intended outcome?” Your video likely wants viewers to visit your site, learn more about your product or service, engage with your brand, or some other action. The best way to elicit that response is to tell the viewers what they should do. Use text or voiceovers with calls to action like “visit our website” or “learn more about our products” or “sign up for our demo” or “contact us to learn more”. Calls to action are a critical part of video marketing success! AdEspresso offers some great ideas on how to write a call to action.
Don’t neglect to optimize your video
Your videos will only be effective if people can actually find them. Good SEO practices can help. Be sure to properly title your video with keywords related to the content, take the time to properly fill out your video description, including links back to your website, and add keyword tags with industry and brand terms.
Don’t make your videos sales pitches
While it’s likely the intent of the video to attract new customers, upsell existing customers or re-engage lost customers, making the video a flat-out sales pitch is a big turnoff. Your videos have to be of value to the viewer; educating them, entertaining them, answering questions, or providing solutions to their problems. Viewers don’t want to be sold; they want value. Make sure that’s what you’re providing to them (and then sprinkle in that call to action!).
Video marketing is an enormously powerful marketing tool for small businesses. Avoid these mistakes to endure you’re getting the most out of your efforts.
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