Are these common video marketing mistakes holding you back from top conversion rates and new leads?
Video can feel like the Wild West of marketing, especially if you’re new to it.
It’s hard to tell what’s working, just as it’s hard to see when something’s going wrong.
And there’s nothing more frustrating than putting time, effort and money into video only to watch it not work the way you hoped it would.
That’s why we want to cover the top mistakes business owners make when it comes to video marketing.
Because you don’t know what you don’t know.
7 Video Marketing Mistakes That Are Slowing Down Your Leads
Wasting The First 8 Seconds
People have famously short attention spans at this point in time, and when it comes to video, viewers usually decide to watch or ditch your video within the first 8-10 seconds.
That means the most important information in your entire video should actually fall within the first 8-10 seconds.
When it comes to writing your script, lead with the single-most important point you want to get across. Once you’ve established the point of the video, then you can introduce yourself and start from the beginning.
Hoarding Your Videos
We see this a lot because, let’s face it, getting the video shot and finished feels like a feat in and of itself. The hard work is over, and you get to a point where you’re just not as worried about how to actually use it.
Or you see the video and start criticizing yourself, finding excuses not to post the video at all. This is one of the worst mistakes we can make as business owners, simply because we’re putting our egos ahead of what’s best for our business and our clients.
We’ve all been here. But the important thing to remember is this is bigger than you. It’s an important vehicle for information and engagement in the digital age, and it’s necessary for your business to succeed.
If you’re still struggling with the impulse to hoard your videos, give us a call at SchlickArt, and we’ll walk you through some ideas on how best to use them.
Not Adding Captions
About 85% percent of Facebook videos are watched on mute. Why? Probably because they’re at work or in another public space, where they don’t want to bother others around them.
If you’re not using captions or subtitles, you’re missing that audience, which is huge.
Plus, Facebook and YouTube now offer automatic caption generation, so all it takes is the click of a button to have captions added to your video. To learn how, click here.
There’s no excuse now — add captions to your marketing videos!
Neglecting SEO Opportunities
If you produce video, but no one can find it online, then what’s the use, right? That’s why using basic SEO is so important when creating marketing videos.
Basic optimization is easier than you think. For example, choose a keyword you want your video to rank for — say Santa Clarita pet store — and then make sure that exact phrase is present in your video title, description and keywords. If you want to get fancy, add it to your metadata and alt attributes, as well.
Make sure you repeat that keyword when sharing it, too. Add it in your Facebook description and video Title.
For each video, choose a different keyword, so you can cover more ground and make things simple for Google.
You can also add an “About Us” paragraph to your video descriptions that contains your most important keywords.
Forgetting Your CTA
This is an easy one to forget — with devastating effects. A call to action is so important because, as humans, we’re way more likely to do something if we’re asked. If we’re not asked, however, it usually doesn’t occur to us. And it’s as simple as that.
Your call to action, however, isn’t quite so simply. In fact, you should put some thought into it and not treat it like an afterthought.
First of all, choose action verbs like “click” or “subscribe.” And keep it short and to the point. Tell people why you want them to follow that action, or what they’ll get out of it if they do.
And most importantly, don’t rush it! It’s common for people to rush through their final line because they’re staring down the finish line. But your audience needs you to be slow and powerful in your deliver. So mean it when you say it!
Going Too Long
Most people understand that viewers drop off if a video is too long. However, there’s a lot of different information out there about how long is too long.
There’s a reason for that — mostly because the ideal length varies based on the type of video, the platform you’ll present it on, and the audience you’re targeting.
But the short answer is most social media videos should stay between 15 seconds and 2 minutes. According to Vidyard, explainer videos should be about 60 seconds, and product videos can run from 1 to 3 minutes on a website.
There is an audience for longer videos, say 3 to 10 minutes, but your content must be very well produced and targeted. Quality wins in this case.
Overwhelming Your Point
This is one of the video marketing mistakes that’s more based in the storytelling aspect of your video than the technicalities. And it can be a difficult one to resist, too.
Shooting a video is usually no small production, especially when it’s new. So when the opportunity comes around, it’s natural to want to shove as much value and information into your video as possible. However, that’s actually a disservice to the viewer, which ends up also being a disservice to your business.
Again, people have short attentions spans. They like clear, simple messages with powerful delivery. When you try to cover too many topics, or too big a topic, viewers are more likely to get lost or lose interest. At that point, you’ve lost.
When it comes to video, try to do more with less. Your viewers will thank you.
Still Struggling with Video Marketing Mistakes?
If you’re struggling with these common video marketing mistakes, SchlickArt is here to help. We can help you sort through the video marketing mistakes that apply to you, as well as help you implement the solutions that will turn things around.
About Our Santa Clarita Business Videos
SchlickArt Business Video Sessions are story-driven films about your business, non-profit, product or service. Our goal is to discover your ‘why’ — the true reason you do what you do. Our specialty is telling stories, and we believe communicating your story is the best way to build your brand. We can’t wait for you to see how the world notices when you take the time to tell your authentic story.
About SchlickArt Photography and Video
SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.