3 Mistakes in Video Marketing You Need to Avoid
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According to a 2023 report by Wyzowl, 91% of businesses use video as a marketing tool, and 96% of people have watched an explainer video to learn more about a product or service. Despite its growing prominence, many businesses still make critical mistakes that hinder their video’s effectiveness. Here’s how to avoid three common pitfalls:
Mistake #1. Don’t go overboard with Selling
“Telling before selling” should be the mantra you stick to when creating your video content. Keep in mind that most videos aren’t meant to sell anything directly. Decision makers won’t necessarily make big business decisions on the basis of one video, however, when conveyed correctly, videos can significantly contribute their decision favoring your business.
A HubSpot study found that 54% of consumers want to see more video content from brands they support. By offering informative and engaging content, you build trust and credibility. Use your videos to answer common questions, share industry insights, or showcase how-to guides. This approach can subtly guide potential customers towards your business, positioning you as an authority in your field.
This is why you should strive to educate rather than sell.
Mistake #2. Fitting too much into one video
We run into this problem a lot working with small businesses. They are focused on price and we as a video company are focused on content. Most small businesses feel if they put everything into one video, they can offset the pricing for multiple videos. Since video is such a great way to communicate with your audience, it’s very easy to want to squeeze in as many messages as possible. However, putting too many people and messages in your video can, in fact, do just the opposite. This will actually make it harder to soak in everything.
According to research by Microsoft, the average human attention span is just 8 seconds. To keep your audience engaged, focus on one core message per video. Break down complex topics into a series of shorter videos. This not only makes your content more digestible but also increases the chances of viewers coming back for more. Remember, quality over quantity will yield better results in the long run.
Mistake #3. Using the Wrong Equipment
While it’s true that viral videos of babies and cats can be shot on a smartphone, this approach doesn’t translate well to professional business content. High-quality video production is essential in conveying professionalism and reliability.
Video is being consumed by everyone on a daily basis now, allowing for a bit more forgiveness for poor quality video. Look at all the hilarious baby and cat viral videos shot on an iPhone.
Don’t let that fool you into thinking your business video can get away with the same unprofessional approach. Even if you have a strategy in place with enthusiastic characters and a great distribution plan, using your phone or a low grade camera and no microphone washes all that down the drain. Subconsciously, it tells your audience the level of quality they’ll receive from you.
If you don’t have the right tools to create a great video internally, take a step back and dedicate the dollars to producing a higher production piece of content that represents your business well.
A study by Brightcove revealed that 62% of consumers are more likely to have a negative perception of a brand that publishes poor-quality videos. Invest in good equipment or hire professionals to ensure your videos look and sound excellent. This includes using proper cameras, microphones, and lighting. High production value reflects the quality and seriousness of your brand, making a lasting positive impression on your audience.
Conclusion
Creating effective video content involves more than just pointing a camera and pressing record. By avoiding these common mistakes—overzealous selling, overloading your video with information, and using inadequate equipment—you can create compelling videos that truly resonate with your audience. In turn, this can significantly boost your brand’s visibility and credibility in a crowded digital marketplace.
