Tag Archives: Video marketing

The 5 Most Common Video Marketing Mistakes

By Kelly Gerrish

Video can be a hugely effective marketing tool but creating engaging video content can be tough.  Here are 5 common mistakes to avoid to help you get off on the right foot with your video marketing strategy.

Making a video for the sake of it

Why are you making a video? Does it serve a clear business objective? If you don’t know the answer, take a step back and evaluate. Approach video with a plan as you would any other marketing campaign to ensure your efforts aren’t wasted.

Not branding correctly

Making a video is pointless if viewers don’t remember the company it was for. It’s easy to get so wrapped up in the production of the video that you forget its actual purpose: promoting your business and its benefits. Use your logo and brand identity throughout your video to ensure your brand stays front of mind.

Making your video too long

Research shows that 20 percent of people switch off from a video within the first 10 seconds if it isn’t engaging enough. The longer a video is, the less likely people are to finish watching it. Keep it short, sweet and to the point. 60-90 seconds is the magic number.

No clear call to action

What do you want viewers to do after watching your video? If you leave your viewers in the lurch, they’ll be unsure of the next step to take — and you’ll have lost a valuable lead. Include a clear call to action so viewers know what to do next.

Failing to address your target audience

When you try and speak to everyone, you speak to no-one. You may sell products and services that can benefit a wide audience, but different people have different pain points. Your video will be more effective if you don’t cast too wide a net and hone in on one point. Focus your message on a specific and well-defined target audience.

If you’re not yet leveraging the power of video in your marketing, there is no better time to start. Here are 7 reasons why you should use video in your marketing.