10 Video Mistakes Businesses Make (and How to Avoid Them)

Video stands out as a potent tool in the hands of digital marketers. It offers a format that's easy to grasp, giving viewers a break from text-heavy marketing messages online. This makes the marketing process more passive for the audience, requiring them to relax and be shown why they should connect with a brand's products or services.

Given the effortless consumption of video content, it's no surprise that about a billion hours of YouTube social videos are watched every day, according to the platform's official blog. This indicates the vast potential of video to reach larger audiences compared to text-based content, where consumers play a more 'active' role in reading information.

In many ways, video becomes a surefire way for brands to spread their name and messages widely, as long as they approach content creation wisely. Unfortunately, consumer-facing companies often make common mistakes when producing videos. It's crucial for brands to steer clear of these errors to ensure their own content stands out positively.

Get to Know 10 Video Mistakes Businesses Make and How to Avoid Them

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Creating Video That are Too Long

With numerous digital marketers competing for viewers' attention, it's crucial to capture interest immediately; otherwise, you risk losing them for good.

Despite this, many marketers make the mistake of packing too much information into a single video, resulting in a lengthy duration that decreases the likelihood of viewers watching the entire content.

As Hubspot figures reveal that only 37% of viewers watch videos to the end, it's wise to embrace the idea that shorter content increases the likelihood of viewers sticking around.

Overloading Viewers with Information

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While shorter videos are generally preferred, another common mistake occurs when marketers try to cram excessive information into condensed content.

By overwhelming viewers with details, you're likely to alienate your audience, discouraging them from watching till the end and defeating the video's purpose.

Instead, it's more sensible to spread your messaging across a series of videos. This approach takes viewers on a narrative journey, providing information gradually and encouraging them to learn more about your products and services.

Ignoring SEO Strategies

Search Engine Optimization (SEO) is a crucial aspect of successful digital marketing campaigns and significantly impacts how widely your video content is viewed.

Neglecting keyword research, which helps you understand what your target audience is searching for, and optimizing your content accordingly, consigns your videos to obscurity on the internet.

Understanding consumer search patterns and tailoring your videos accordingly increases the likelihood of appearing in their search results compared to bypassing the SEO process altogether.

Creating a video without a plan

Creating a video without a plan is a big mistake in video marketing. It's crucial to integrate video into a broader marketing strategy, considering the purpose, target audience, and desired action after watching the video. To avoid this mistake, think about why you're making the video, who it's for, the desired viewer action, where you'll share it, and how you'll measure its success.

Not branding your business correctly

Branding is crucial in video marketing, just like in other types of advertising. Despite this, many marketers make the mistake of neglecting to brand their business properly in their video content or sometimes not doing it at all.

It's easy to focus so much on creating a high-quality, visually appealing video that you forget to include essential details that lead to conversions.

To avoid this mistake, make sure your videos are branded with your company logo, website URL, or any other relevant identification to guide consumers in the desired direction.

Also read: Live Event Filming: Best Approach and Tips You Should Know!

Lack of focus on a single message

Creating a video with multiple topics can lead to a disjointed and confusing message. To avoid this, develop a focused message, keep the video on target, and provide one main call to action. If you have multiple topics, consider making separate videos.

Not providing a clear call-to-action

Creating a video without a clear call-to-action, leaving viewers uncertain about the next steps, ranks as the #6 biggest mistake in video marketing. A call-to-action (CTA) is a straightforward direction or set of instructions given to viewers, guiding them on the desired next steps. If a viewer is left wondering, "So, what now?" after watching your video, your job isn't complete. Even the most intelligent viewer needs to be told what to do next. Don't assume your viewer will take the correct action; instead, explicitly state what you want them to do, removing any ambiguity. To avoid this mistake, before finalizing your video, ask yourself: Would a viewer unfamiliar with my service know what action to take next? Have I clearly instructed them on what to do next? If you answer "no" to either question, you're missing a call-to-action!

Expecting for instant results

Most marketing campaigns, including video, take time to gain momentum and produce a return. "Viral video" success usually results from a well-planned strategy for distributing and spreading the video, often with a substantial social media following. Even without a large online following, a consistent and persistent video effort can yield great results as visitors watch, share, and return for engaging videos. Avoid this mistake by realizing that video marketing is an ongoing effort that produces results over time. Overnight successes are rare and usually involve planning, strategizing, and a bit of luck, with limited long-term impact. Instead of relying on luck, understand that creating effective promotional content for your business is a marathon, not a sprint.

Also read: All-in-One Animated Video Production Guide You Should Know (2024)

Incorrect placement of selling points

Featuring selling points at the end results in most viewers missing crucial information. As discussed in mistake #8 (creating a video that's too long), viewers are unlikely to watch the entire video. Therefore, ensure that your benefits and call to action are communicated at the beginning of the video, preferably in the first 10-20 seconds. To avoid this mistake, adopt a journalistic approach to organize your video content. Introduce the most important information at the beginning, followed by supporting details. Remember: if you make viewers wait until the very end for important content, they might never hear your message. Ask yourself these questions when creating your video: Did I start my video by introducing selling points (hooks for the viewer), or did I place them at the end? Is there enough information in the first 10-20 seconds to inform and engage the viewer? If a viewer stops the video after 20 seconds, what new information would they know about my business?

Choosing the wrong video partner

Selecting the right video marketer is crucial for brands to determine whether their videos will be a success or a flop.

If the chosen person lacks the necessary expertise, knowledge, or experience, your entire video strategy may be affected, impacting your marketing budget significantly.

When searching for a video partner, it's wise to thoroughly research available marketers and seek feedback from peers about their experiences. This way, you're less likely to hire someone unsuitable, preventing potential damage to your video content and brand.

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