8 Common Video Marketing Mistakes (and How To Avoid Them)

Due to the progression in smartphone technology, the latest top-notch production video equipment and popular video streaming platforms like YouTube, video marketing has become more common and accessible. 86% of online business marketers are using video content today. Utilizing the persuasive power of storytelling coupled with alluring visuals(graphics) has done wonders for product sales.

For this reason, it comes as no surprise that the integration of videos into marketing strategies for businesses is on the rise. Many companies can attest to the results being magnificent. There has been an 80% increase in the conversion rate of a business’ landing page and these videos are also 53× more likely to come first in the search engine. Surveys have revealed that 54% of consumers want to see more video content from a brand/business that they support.

Viewers recall more information from what was displayed and what they discovered in a video as opposed to text. Video marketing has also been reported to have the best ROI according to 81% of marketers. Bringing about more leads increases website traffic as well. The perfect way to explain complex subjects, and product demos and guide customers towards a better understanding of what the company has to offer.

Video marketing success is dependent on virality and an increased number of views, no doubt but marketers need to remember that there is very stiff competition for viewership online. For example, 400 hours of video material are uploaded per minute on YouTube. That is a lot of content and what it takes for you to acquire ample viewership is your videos(content) standing out from the crowd.

As we put all this into consideration, let’s face it, creating viable video marketing strategies that will keep viewers and customers thinking about you hence opting for your product can be tasking. 

Below we intend to explore common video marketing mistakes that marketers make often and how you can avoid them. Let’s get into it. 

1. Creating videos that are too long

In this day and age, we live in a world of instant gratification. Social media has wired us to demand that the dopamine hit comes faster, immediately. The average attention span has dropped from 12 to only 8 seconds over the past 20 years hence most people get bored or impatient with lengthy content.

Precision is key and it will serve you well because it has evolved to be one of the hallmarks of video marketing online.

👉How to avoid this

What could be the adaptive length for marketing videos? Recent concurrence proposes that 75% of videos published in the last three years were about 2 minutes. Ideally, your video should strive to stay under 3 minutes, of course depending on what the goal of your video is. You can always try to fit into the required length by cutting any irrelevant content/information and working towards summarising or simplifying the video concepts.

2. Focusing more on the product as opposed to your target audience

Videos can be entertaining and informative but do nothing to move a viewer toward what it seeks to accomplish. Good marketing requires more than simply listing facts or information about the product.

Some people do not know what your product/service can do for them and if they do, they may not know why yours is the best choice. People won’t buy what they are not convinced they need.

👉How to avoid this

The goal should be to appeal to viewers in a way that translates into customer loyalty and increased sales. This is why it is more advisable to focus on your target audience. 

Video marketing is relationship marketing; the “know, like and trust” factor that is crucial to doing business online. Seek to identify your buyer’s persona, what their tastes and preferences are, and their problem(s) and focus on how your product/service can solve them (them). Customer needs are a priority. It is your job to illuminate where and how they benefit.

3. Lack of an SEO strategy

Videos are just like all other kinds of content that require mileage over the sea of competition for viewership. Creating an impressive video means nothing if people cannot find or view it. This would lead to wasted efforts in marketing.

👉How to avoid this

SEO is paramount because your video content has to be optimized to improve viewership results. You can do this by emphasizing the right keywords, title descriptions, metatags and thumbnails. 

75% of marketers say that their SEO tactics have been very effective at helping them achieve their goals. The right SEO strategy will drive organic traffic to your videos and consequently your website.

4. Hard selling

Have you ever skipped a video online because it felt like someone was shoving a product in your face? We know what that is like and it can be off-putting. Viewers want to be engaged in an entertaining, lighthearted and persuasive way. They are more likely to disengage if the video is too demanding in terms of promotion. 

👉How to avoid this

Once again, video marketing is relationship marketing and all relationships cover certain bases at the beginning. You need to build this relationship step by step without forcing a viewer to buy from you. Reel them in with a good story and focus on their needs, showing that you care and can provide solutions. They will be more intrigued and inclined to try out your product.

5. Overloading information

Saturating your video with excess information is a recipe for disaster because most viewers don’t want to be overloaded with the first impression. With our short attention spans, this can be overwhelming. A viewer may scroll and move on to something else. 

👉How to avoid this

You know all there is to know about your product but viewers are encountering this knowledge for the first time. Make the information in your video clear-cut by highlighting what is most important and revealing the essentials using simplified language. Avoid concentrating everything on one video.

If there is more important information consider creating different short videos in the form of a campaign to adequately put your agenda across. Chop the excess graphics and visuals to achieve the desired appropriate balance of information. 

6. Unclear call-to-action

A call to action is a way to implore your audience to engage your brand or product further than the end of the video, preferably directly. Without them, viewers are left hanging and are more likely to move on even if they liked your video. If they are unclear, they could have the same effect.

👉How to avoid this

These usually appear as closing statements after all has been said and demonstrated. You can guide viewers on how to get in touch with you or take on your product by using a strong call to action like, “Join us today”, “Donate now” or “For sale in all supermarkets countrywide”. This will help you secure leads and increase sales/engagements.

7. Under promoting videos on social media and other platforms

YouTube is awesome but it isn’t the only platform used for marketing today. Simply posting YouTube links to other platforms won’t do the trick because most social media viewers will not click to view and divert their attention from the app they are scrolling on.

👉How to avoid this

Most social media and content distribution platforms currently support video content so you can always upload directly. This will promote brand awareness and increase virality. Sharing videos on your landing page, social media platforms like Facebook, Twitter, Instagram and others like LinkedIn will enhance your reach.

8. Dull videos without style

If the video is boring, uninviting and monotonous it does nothing to capture the attention of the viewers. People are most likely to scroll past it for this reason. 

👉How to avoid this

First impressions are everything when it comes to video marketing. Creating videos with style, fun, and exciting visuals/graphics increases your chances of keeping a viewer glued to the screen until the very end. Video styles like animation, live-action videos, narrations, and mini-docs are great options.

Ensure to make use of interesting storytelling, especially during the first few seconds of your video. While it is necessary to inform, entertaining your viewers by evoking excitement is what keeps them focused on your content on the jump. 

Conclusion

These mistakes, while common, can be conquered if one follows the above suggestions. They shouldn’t sabotage your business goals. Videos are getting better each year that passes and video marketing is here to stay.

Harness the ability to expand your brand visibility using this powerful tool. As long as you are focused on improving satisfaction and addressing customer needs, video marketing can serve as a great way to boost sales.