Video marketing is probably a significant part of any marketing plan. According to a report, online ad spending worldwide was more than $61B in 2021. This is how important videos, especially explainer videos, are for businesses.
However, many businesses make mistakes with explainer videos that jeopardize their video marketing strategies. So, here are 7 video mistakes that you should avoid.
1. Making Video Content Too Long
Today, grabbing users' attention is hard, and it's not getting any simple. It has got to be entertaining and resonate with the majority, or it will get lost among hundreds and thousands of explainer videos.
To do that, don't create video content that is too long because people have smaller attention spans.
Well, this is easier said than done because this is a tricky thing to master. So here are some tips to help you:
make your message as precise and as straightforward as possible
video ads can become boring if they are too long, so keep them for less than 90 seconds
limit your video content to less than 150 words per minute
2. Forgetting About Your Target Audience
Most businesses have a specific target audience. You cannot sell your product/service to everyone. A specific customer-persona would be more open to trying what you have to offer.
Remember, a one-size-fits-all mentality will spread you too thin, leading you to become frustrated and give up your project.
Rather, focus on your target audience only. The more limited you are, the better video marketing results you will receive. Curate your message just for the target audience and try making it as precise as possible.
Here are some points that can help:
carefully use the words in your video content and try setting the tone according to your customer-persona
use character styling that matches your target audience's persona
3. Ignoring A Powerful Video Script
Video scripts are the foundation for creating effective video content that wows your target audience and brings you positive results. Take this step seriously, and don't try fleshing out the script as many businesses do.
An effective video script will have a clear & straightforward message while informing the audience about the brand. The video script will also help you define your story, wording, scenarios, and characters. Video scripts are the backbone of any video production and marketing.
Here are some tips for creating these backbones:
begin by stating the problem your prospects might be having
now address it with your solution
explain how your solution works because just stating the solution isn't going to work
lastly, use a call-to-action to invite your prospects to take any action you want
4. Not Caring For Video Quality
Content matters, that is true. But for explainer videos, quality matters too. There are hundreds and thousands of videos out there, so to compete with them, you have to pay attention to the video quality; otherwise, no one's going to pay attention.
You should see explainer videos as investments, which, when done correctly, can enhance your brand awareness, bring you new leads, and help you look authoritative.
A high-quality explainer video will have:
perfect editing
smooth transitions
great animation
clean & crisp audio
a professional voiceover that matches the accent of the target audience
5. Focusing Just On Features & Technicalities
People, especially prospects, are typically not interested in what goes on at the backend of your service or product. Don't show them the complexities because it overwhelms the majority, at least at the beginning phases.
They're not truly interested in which boring tests you performed on your product.
What they ultimately care about is how that product or service is going to make a dent in their lives. So, instead of talking about the back end of things, make them see the benefits, features, and stuff like that.
Here are some tips:
Help them see how your products or services will save them time.
Don't talk about the test; help them understand how that test ensures better safety and satisfaction.
Don't throw technical terms at them; make your script in layman's terms.
6. Sounding Too Serious
Your business is important to you and you might take it very seriously, as we all do. However, this doesn't limit you from being creative with your video content.
As already mentioned, you have to entertain your target audience to get their attention. You won't be able to achieve that with a seriously-toned video. However, if you can entertain your audience, you are well on your way to video marketing heaven.
But try not to be too funny so that you forget your brand's voice. Here are some tips to help you:
create a script that ultimately builds for a punchline
do something quirky and happening, slightly different than your industry
add a surprise element or a twist
7. Not Planning For A Launch
Many businesses worry so much about video production that they forget to plan for the launch. It's the final, crucial step to making your video marketing successful.
Here are some things that you can do beforehand so you don't make the same mistake:
Why are you creating the video? Where and how will you use it? What is your end goal with it? What marketing techniques will you use to increase distribution and viewership?
Where should you put the video on your site? Where is the best place to get the most views on the video? If you want to put it on the homepage, does it have the proper space?
Where else should you post your video? Is YouTube the only other option? Or do you want to use other hosts like Facebook, Vimeo, etc.?
Over To You
If you're a business looking for a video agency to create a great video marketing strategy that involves effective explainer videos, among others, we are the right partner for you. Melty Cone is a leading video production agency in New York that would be happy to talk with you about your video needs.
