6 Common Video Marketing Mistakes and How to Avoid Them

If you’re an Entrepreneur or Small Business Owner you’re probably aware that if you’re not using video to market your business you’re getting left behind.

Whether you want to promote your products and services, or tell your brand story to distinguish you from your competitors, video is an awesome asset that all businesses need to create.

Whatever’s stopping you – whether it’s lack of time, expertise, budget or not knowing what to say – here’s a list of 6 common mistakes I see in business videos, and some tips on how to remedy them. 

1.     TOO LONG 

Videos can easily be too long. Clients often think they’re getting best value for money by including all the features and benefits they can offer. That’s what I call trying to fit 10 gallons into a 5 gallon hat. 

The best videos are clear and concise. Several years ago clients were commissioning videos of 3-5 minutes duration. These days, with the shortening of attention spans and the sheer volume of videos in the marketplace, I now rarely produce a video of more than 90-120 seconds. 

Less is more.

Keep it short, sweet and to the point.

2.     BRAND-DAMAGING CONTENT OR DELIVERY

There’s only one thing worse than not making videos, and that’s making bad videos. 

A poor video can be brand-damaging. 

Is the imagery in your video congruent with your brand? Does your message make sense? Do viewers believe the speaker?

Anyone who’s watching your video has probably seen at least 10,000 hours of television so they’re very perceptive in the way they assess your offer, assertions and claims. Viewers will smell inauthenticity a mile off. 

Make sure your video is focusing on the right things that will appeal to your customer. You only have a second to grab people’s attention as they whizz through a daily tsunami of data, messaging and marketing. 

Think of your video as your business’ shop window. Make it relevant and engaging so people stop and look at it. For the right reasons.

3.     SELLING THE SAUSAGE

The inexperienced commissioner of corporate videos tends to focus on features instead of benefits. What they don’t realise is that nobody cares about how the widgets are manufactured. What your viewing audience (potential customers) care about is how your product or service will solve their immediate problem and how good they’ll feel as a result.

A video should not be a “how to” but more of an “imagine if…” 

Sell the sizzle, not the sausage.

4.     NOT DESIGNED FOR PURPOSE

The majority of social media video is watched on phones. On the move. In un-ideal viewing situations. So make sure your content is phone friendly – Square format, top titles, subtitles.

You have about 1-3 seconds to grab your viewers’ attention. So minimise your preamble and get on with telling your story! As the old Hollywood adage goes “Start with a bang and build from there”.

Design your video to land with your ideal audience.

5.     NOT BEING BINGEWORTHY

Google research on consumer habits reveals that a typical buyer needs 7 hours of interaction (viewing), across 11 touch points (different occasions) on 4 platforms (Linked In, Facebook, YouTube, IGTV etc) 

Do you have enough content online so a potential customer could binge-watch 7 hours of content about your business and your products and services? 

Whilst there’s a place in your portfolio for standalone hero films, today’s viewers are in the habit of watching multiple bite-sized pieces of content to help them know, like and trust you. 

Make sure your content is relevant and valuable, then publish it little and often. 

6.     LACK OF CLARITY

If your message is vague or unclear people will switch off. 

Assuming the viewer makes it to the end of your video, make sure you have a Call to Action. 

Make it easy for viewers to take the next step. If they’re interested in your product or service make it simple for them to stay in touch by joining your facebook group, ordering a free demo, or buying your product or service. 

Hopefully whether you’re making your own videos, hiring a student with a camera, or engaging a fully fledged production company you’ll now have an increased awareness of these 6 common mistakes. 

Being armed with these insights will help you take action to avoid them, helping you to produce clear, concise and creative videos that’ll enhance your brand and help you achieve the sales and marketing success you want.