It would be a huge waste of time, money and resources to produce a video, only to fall at the first hurdle. But the good news is that once you know what these common mistakes are, you’ll know how to avoid them.
1. Targeting your audience
Creating a video with a message that does not address a specific audience is one of the top biggest mistakes in video marketing. Although you might have services or products that everyone can benefit from, any video you create should focus on only one target market (although your business might target multiple markets).
2. No clear objective
Knowing exactly what you want from the video is crucial for your business. The biggest and costliest mistake a company can make is not outlining the objectives before shooting the scenes. A company should know why the video is being created, intended results and the overall budget. Do you want to raise awareness of your brand? Or do you have a new product or service that you are launching?
The content of your video should reflect your objectives for your video as well as the wider aims and goals for your business as a whole.
3. No call to action
A call to action (or CTA) is a simple direction or set of instructions that you give to your viewer, which tells them the next step you would like for them to take. Maybe you want them to sign up to your newsletter, take free trial of your software, download an app you’ve created or simply buy your product. Tell them – subtly!
4. Your video is too long
The internet has trained people to have limited media attention spans. The average human attention span is just 8 seconds. If you make a business video that is too long you might loose most of your audience. People will either not watch it or skip ahead and miss content. Have a target length in mind from the onset of your video planning, aiming for 30-90 seconds, with 60 seconds being the real content.
5. No social media marketing strategy
You need to come up with a strategy that will help your video go as far and wide as possible and ultimately, how to present your video to your target audience. You have spent so much time and resources creating a killer video and now what? You cannot just upload it to Facebook and expect unlimited engagement. You need to support the project by way of a social media strategy, a PR distribution plan, even paid media placement. This could be through word of mouth, press releases, social media, email marketing, Search Engine Optimisation (SEO), Pay Per Click (PPC) and so much more.