COMMON ONLINE MARKETING VIDEO
MISTAKES + TIPS
| More businesses than ever are
incorporating online video into their marketing strategies, and for good
reason. The fact many people don't realise is that simply producing and
uploading a video isn't enough. Millions of videos are uploaded every day but
sadly a huge percentage of these are ineffective.
As a professional
Production Company we see the misguided errors that others don't. Here's a list
of 12 common online marketing video mistakes and a few tips on what to look out
1 - Insufficiently Defined
Trying to appeal to too many demographics never works.
Business owners constantly fall into this trap. Video needs to be focused and
produced in a way that effectively appeals to a closely defined target market.
Tip: Think about your target audience and why
they should be interested. Your video can't be everything to
2 - Information Overload - No Clear
Piling on too much information is a major factor why the
key points to communicate get lost. Is the message clear and direct?
Tip: It may be better to have several short, topic
related videos than one that tries to do everything. What will your target
audience want to learn? Put yourself in their position.
3 - Too lengthy
If your video is too long, your
viewers will become impatient and leave. A video viewed only half way through
is a opportunity lost in full.
Tip: We all know
the saying "Less is more". Unless you know your audience will watch lengthy
content, keep it between 30-180 seconds.
4 - Don't
be Boring - Don't be predictable
How many times have you clicked away
from a video because you became bored, it didn't engage with or inspire you?
How many have to seen that are same"ish". How much of those do you
Tip: Determine what your target
audience will be interested in; not what "you" might be interested in.
Satisfy their emontions.
Creative content is more interesting and more memorable. Choose a specialist
Corporate Video Production Company that thinks differently. Listen to its
5 - Over Promotion
visit websites to watch adverts; they see enough of those on TV. Whilst it's
important that a video effectively promotes a product or service, it's
important to not deliver a heavy sales pitch.
Focus on educating and/or entertaining the viewer. Treat your viewers as
intelligent individuals and show that you care.
- Under Promotion
Many videos aren't promotional enough. Moving
pictures over background music, alone won't influence outcomes. If your video
doesn't deliver a clearly mapped out objective, it has no more value than
Tip: Work with a marketer or
specialist Video Production Company that has marketing expertise. They will
help you focus upon the goal of your video, writing a storyline to influence
what your viewers think and how they react.
Poor Website Placement
What's the point of producing great video that
people never see? Online videos often have differing objectives. Some videos
might be better suited to pages other than the home page. They should be
"appropriately" placed and where visitors will be looking.
Tip: Embed your video where people visit and expect to
see it. Add search engine optimisation to help visitors find those pages.
Analytics data can identify page visits and video views.
- Too Much Importance put On "Going Viral"
Going viral can incur
additional costs (up to £1000 per 10,000 hits using an agency). A video
might be seen by millions but bring in less revenue than a more targeted video.
For example a "local" business may not be suited to a worldwide client base.
From a marketing point of view, this doesn't make commercial sense.
Tip: Stay focused on your target audience. Actively
promote your video within your sphere of influence. Don't let "going viral"
cloud your vision.
9 - Uploading to
If you upload your video to YouTube then just leave it to
chance, you're very likely restricting the reach of your video. YouTube is a
social sharing site so if you embed YouTube directly into your web page it can
recommend similar classifications to your viewers (maybe directing to a
Tip: Upload your video to other
video sharing sites as well, such as Vimeo. Use titles, descriptions, keywords
to assist SEO. If you embed YouTube directly into your web page, uncheck the
box that suggests other videos when yours finishes. Promote through social
10 - Confusing
They might be funny, but if you're running a serious
business, a "cute cat" video is only going to confuse people and most likely
won't promote your company effectively.
Work with a creative marketing agency to create an effective concept. If you
don't have the funds for this, make sure the Video Production Company clearly
understands how your brand works. Brand is not a logo; it's your entire company
11 - Poor Production Quality
quality and amateurish video has a negative effect. It creates an instant
perception of "small time", insufficient ability and care to do a job properly.
It can do more harm than good and potentially more damage than all the other
mistakes combined. You won't get a second opportunity to make a first
Tip: A professional corporate video
production will reinforce that you do things properly. It will show the
importance you place on quality and underpin the value of your products or
12 - Conclusion
If you think
amateurs in your own business sector can't achieve your standards of expertise
and professionalism, why might you think you can produce a professional quality
Tip: Engage a professional Corporate
Video Production Company with the skills, resources and marketing expertise to
make sure your video reflects the quality of your brand and achieves your
If you would like help creating
an effective theme and professional production for a company promotion about
your business or adverts for your products, why not give CorpFilms [UK] a
"It's what we're known for. It's what we do well"
CorpFilms [UK] specialises in 'high-end'
corporate film production. * Company Promotions * Web and Point of Sale adverts
* Training, Employee Inductions and e-Learning * Product 'How to' User Guides
& Demonstrations * Live Events and Award Ceremonies * Interactive
Call or email for an