5 pitfalls to avoid in video marketing

By Friday September 6th, 2013Marketing, News

The trend for video, along with social media, is rising more than any other trafficked media. Web users are fond of quick, eye-catching videos that make it easier to digest information.
But there are many ways in which video marketing can go wrong, and some mistakes can cost a business its success. Here are 5 things to avoid with video marketing: overly long videos, meaningless clichés, useless content, lack of relevancy, and lack of engagement.

A video is too long when it loses the attention of the viewer

Statistics provided by YouTube indicate that people will watch approximately 3.5 minutes of a video before they move on to something else. No matter how interesting your video is, your viewers are unlikely to watch long videos.
In other words, effective videos focus on the key messages. One video clip should cover only one topic.
For some organizations, video marketing is an expensive part of their budget. Therefor it is tempting for them to try to reach several different target audiences, address many topics and cover as many objectives as possible. However, if you have a lot to say, it is better to make a series of short videos.

Creativity is the foundation of amazing video marketing

As you may know, at Instruxion we strongly believe that “creativity is the defeat of habit by imposing originality and change”. Creativity is the basic element that separates efficient videos from everything else. It is also often the missing element in most online video marketing campaigns.
Without creativity and consistency, there is nothing to build on and your target audience won’t ‘get’ your message. Put simply: the video is destined to fail.

What do we mean by creativity and consistency?
Creativity: amazing videos are born from a killer idea, sometimes irrespective of traditional marketing and promotional business strategies.
Consistency: amazing videos follow a rigorous creative process that lets the story drive the viewers’ emotions and decisions – that is to say: the viewers’ engagement.

It’s all about marketing : i.e. clients, goals and brand image

Video marketing is just like any kind of marketing: you need to start with a plan. Determine your goals and integrate your video project into your business strategy.
Your video’s strategic objectives may be to increase your visibility and credibility, boost your brand image online, or establish a stronger connection to your clients and prospects.
Any video project needs to start with a detailed analysis of the goal, target audience and key messages. This audit phase is crucial to ensure a good return on investment (ROI) for the project.
Some organizations are unsure of what they want and fail to determine these different elements.

Instruxion takes the time to reflect with you about your ideal viewer.
Typical questions are:
‘What will they find valuable?’
‘What can you teach them?’
‘What do people in your business field care about?’
‘What might work in your sector?’.

Instruxion also checks what other businesses have done in the field, and, of course, explore the most appropriate style of content for your idea.

Video is the medium, you provide the message

As such, video is the integration of text, image and music towards a unified goal. But video marketing is also more that that: it requires you to rethink how you create videos. In other words, with video marketing, the video is the medium and not the message.
Once you change your focus you will understand that it is all about delivering a message or solution to your clients and prospects, or helping those who are specifically looking for your products and services.

If there is no point, there will be no click

Your videos need to generate leads, engagement, and visibility, which is to say, they must be relevant.
Expensive cameras, expensive lights and animated graphics are not necessary to keep your audience engaged. Excellent marketers don’t need lower thirds, call-outs and other animated gimmicks in their videos. They only strive to deliver value. They focus on the message and less on the technology.
A video does not need to be visually sophisticated and technically complex in order to be successful. The key to success is a strong and well-structured message, using the right words and the most appropriate visuals at the right moment.

As a guideline, watch Instruxion’s own promotional video

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