So, you’ve just created and edited the best corporate video you’ve ever done. All that’s left to do now is hit “publish” and watch the views, likes and sales roll in…
Well, not exactly.
While you’ve done most of the ‘hard yards’, there’s a little bit more to do to ensure your video really hits the spot once it’s out there in the digital ether.
So, to make sure you avoid making a bunch of video marketing mistakes, we’ve rounded up some of the most common ones to avoid – with some handy tips on what you can do to get it right first time.
1. Not Making A Plan
Okay, so this one comes before you pick up a camera, but it’s still essential. An epic video should be a part of an equally epic marketing strategy. If you’re just making videos for the sake of making them, the truth is, they won’t amount to much.
Before you get started, ask yourself a few important questions:
- Who is your video for?
- Why are you making it?
- What do you want people to do once they’ve watched your video?
- After this video, what’s your next step?
- Where are you going to post your videos?
Once you’ve done that, you’ll have the groundwork for a great plan.
2. Not Branding Your Video Properly
You’ve just dropped your new video. And it gets tons of engagement, shares and likes… the works. The only problem is no one can remember who made it.
Why? You didn’t brand it properly. At the very least, you’ll want your logo, name and website URL in your video. Ideally, this should appear at the beginning and at the end.
Most people watch a video for one of two reasons: to be entertained or to find stuff out
3. Selling Too Much
Most people watch a video for one of two reasons: to be entertained or to find stuff out. If yours does neither – and just plugs your product over and over – it’s unlikely to be successful, no matter how well made it is.
Take YouTube, for example. Some 70% of the people that watch videos on the platform (which is a lot, FYI), do so to find help for a problem. In order to market your video successfully, that’s how you need to position your product or service – as the solution.
Storytelling is another biggie. Facebook says that your video should only be as long as the time it takes to tell your story.
Oh, and obviously be funny. It works.
4. Skipping The Keyword Research
If you don’t know what people are actually searching for, how can you expect them to find your video?
Think about it: YouTube is just an extension of its owner Google (and you want to rank on both). As a result, keyword research is a vital part of video marketing – and you need to make sure your video title, description, tags and URLs are all search engine optimized.
5. No Call To Action
Whether the end game of your video is a newsletter sign-up, a demo request or a purchase, you need to tell your viewers with a clear call to action (CTA).
Usually, this comes at the end of the video – as the logical next step in your viewers’ journey.
It can pretty much take any form you want, as long as it’s clear. A bold message in text like Hit Subscribe or Check Out Our Website, will usually do. Got a host? Have them call it out. Just remember to add something clickable in the video – you want this to be as easy as possible.
6. Under Promoting Your Video
There’s more to video than YouTube. Sure, it has over 2 billion active users, but Facebook Watch hits 1.25 billion a month. And TikTok has nearly 100 million monthly viewers from the US alone.
The point is this: diversify. Don’t just make videos with YouTube in mind. Think about shorter vlogs for Instagram. Snappy ads for Facebook. And so on. The more platforms you’re on, the more reach you’re likely to get.
You should know who you’re shooting for
If you’ve got the budget, dabble in some paid traffic, too. Not only is this a great way to get more views, it can also help you develop a more engaged audience.
7. Missing Your Target Audience
Big one. Before you even pick up a camera, you should know who you’re shooting for.
Most businesses address this by creating a “persona”. That is, a buyer profile of your typical customer or customers (you can have multiple personas). These are based on any existing data you already know about your buyers – think age, location, sex, etc – and they’re a good starting point for your video strategy.
If you’re already promoting non-video-based content on social media platforms like Facebook and Instagram, take a look at the audience data you have. You can check out this beginners’ guide to Facebook Analytics for more detailed tips.
8. Expecting A Viral Video Overnight
Look, just because Zach King’s Harry Potter impression has, at the time of writing, got over 2 billion TikTok views, doesn’t mean your video will do the same. And that’s okay. Viral videos are super rare and even harder to make.
The point is, video marketing is a long game. It takes time, energy and a lot of work to make an effective video strategy. As we said at the beginning of this post, everything you do should be a part of a bigger plan.
Just focus on keeping things consistent and useful, and you’ll soon see the views start adding up. One video is unlikely to change your world – keep at it and don’t give up.
If you’d like to learn more about video marketing, check out these resources: