Video marketing is growing. YouTube is now the world’s #2 search engine, serving up 100 hours of video every minute. Even using “video” in an email subject line boosts open rates by 19%, reflecting eagerness for video content among the general public. As the speed and bandwidth of the mobile Web grows, people are ready to consume video anywhere.
Video marketing is an important trend to capitalize on, but not all video marketing efforts are created equal. Just like other campaigns, video marketing can flop – and due to the cost and effort involved, it can be a severe blow. As video marketing revs up for 2016 and beyond, it’s crucial to get behind best practices in producing and using video content.
Let’s review some common video marketing mistakes:
1 Poor Production Values – Lighting and Audio
A few YouTubers can get away with low-quality video, but companies cannot. Some brands may create a more authentic, down-to-earth presentation by not paying attention to production values, but we don’t recommend taking that risk. The two most critical video aspects are lighting and audio: When these fail, your content can become incomprehensible to its intended audience.
When it comes to camera work, the general rule is the higher resolution, the better – in fact, YouTube now tags “HD” content so it’s easier for viewers to find. Black bars framing your video will turn off many viewers as soon as they’ve clicked. As for audio, a professional microphone and appropriate post-production optimization both go a long way.
2 Video is Too Long
As a video gets longer, more people give up and go elsewhere. It’s essential to start all videos with an engaging “hook” that gets people through the opening seconds, making them more likely to stick around. When designing a video, plan your topic and devote thought to how quickly it can be covered. Remember, even though video is common these days, many mobile users still have data caps. If a video threatens to run long, consider making it into a series.
3 Video is Too Boring or Self-Promotional
Your video content should be an extension of your content strategy and inbound marketing. That means making sure you’re laser-focused on questions and problems that matter to your audience. Ideally, each video should cover one topic and cover it well, though there’s nothing wrong with using a successful video to segue into your other content. To compete, videos need to be both informative and engaging – and as fun as your brand allows you to be!
The traditional written blog is giving way to video content, especially in the B2B arena. If you avoid these video marketing mistakes, you’ll be on your way to launching a successful video marketing campaign!