Video marketing is the fastest growing medium to promote products and services. Customers spend 88% more time on a website that has a video. Companies, which creatively utilise video marketing to promote their products and services, generate 44% more web traffic than those which do not. Videos posted on social media generate 1,200% more shares than just words and pictures.
Clearly, these numbers speak the truth. Hence, companies are leaning on video marketing to create brand awareness and increase sales. But making a video is no easy feat. It requires detailed planning, careful implementation and delicate editing especially when you want to get your message across to your target audience.
To help walk you through the process of communicating in this medium, we listed down the 5 mistakes you must avoid during video production.
- No clear target audience
Making a video is all about storytelling. But how can you be an effective storyteller when you don’t have an audience? At the onset of the video planning stage, determine your target audience and do not worry about creating a video that will go viral. A viral video is of no use if you failed to communicate your message to your target audience. Your target audience will transform your conversion rates, not the amount of shares or views generated.
- A long video
It is clear now that in this digital age, patience is not the strongest suit among your potential clients or target audience. Keep your videos short. If you’re making an explainer video, two minutes should be enough to introduce your company, products and services. Create a central theme and then work from there so you don’t create a video that is too long that you lost the message in all the visuals and audio recordings.
- No call to action
The point of video marketing is to move your target audience to do something. Forgetting to include a call to action is a major faux pas. What do you want your target audience to do after they watched the video? Visit your website? Sign up for a free trial? Like your social media pages? In doing this, it is crucial that you have a strong script. Remember: you are telling a story and that story should be one that can inspire, involve and inform your audience so they will be moved to take action.
- Cutting corners
Cutting corners in your budget, crew and time is often a result of wanting to save money. Many companies end up having limited crew or worse, hiring non-professionals in order to maximise cost. Reduced budget lead to using substandard props, amateur actors or models, third-rate shoot locations. The result? Poor video quality that might cost you your entire marketing campaign.
Avoid this pitfall because you may end up spending more money by re-doing everything from the very beginning.
- No distribution plan
Finally, your video is done after painstaking work and sacrifice. But where do you put them? Which platforms will you distribute them so you can truly reach your target audience. In making a distribution plan, carefully study which platforms are your target audience most present. If it is social media, consider posting your videos on Facebook and Instagram. If it is an explainer video, it may help to post it on YouTube. If it is a video that highlights your expertise on a particular subject matter, then check LinkedIn. Study each platform to know how you can best maximise them to capture your audience and convert views into sales.
Invesso can be your reliable partner in making sure that you avoid these pitfalls in video production. Contact us to talk about how we can work together.