Last Updated on 16th February 2024
Common Mistakes To Avoid With Video Content Marketing
There is no doubt that video marketing is the trending media, but that does not necessarily mean it is the most effective form of communicating to your customers and turning views into sales. However, there are some common video content marketing mistakes you should avoid:
Not telling a story
Video marketing does not have to pan out like a film, but you still need to tell a compelling story. The creative plan should have an immediate impact from the first frame to the last and be relevant to your product.
Facebook recommends that your video should have an impact without sound. The social network says this because they turn off the sound and that is how most viewers watch video on Facebook.
Yet regardless of how videos are being consumed on social media networks, the visuals on screen should convey the message without the use of words anyway. That is how film makers tell a good story. Besides, you cannot always guarantee your audience speaks English!
Visual effects v content
Some marketers are making videos using special effects because it looks great and visually appealing. But explosive action is nothing without a compelling message.
Content is everything. Looking pretty is superficial. Video ads need depth and something to trigger a reaction. A successful video campaign is not judged based on the number of views, but the number of people who interact with your brand, visit your site and buy your products.
The message is therefore the most important aspect of a video campaign followed by how you create a sales funnel for viewers to follow. Which brings us on to another common mistake.
Not utilising every available space
Marketers focus on delivering a message within the video. This is all well and good, but have you said everything you need to say. Probably not. Yes, you may get your product message across loud and clear, but what is the next step?
Platforms like YouTube and Facebook that host your videos also have space for video descriptions where you can add some blurb to further enhance your message, give customers advice or leave a call-to-action.
Of course it makes sense to scribble your url at the end of the video, but is it enough for customers to remember before it disappears off the screen. A link in the description field can direct customers straight back to the relevant page of your website.