So, you have invested heavily in video marketing, and you are expecting to see business-changing results. But in reality, you are struggling to see high engagement and convert leads. What is the reason behind this? Why are your video ads not performing well?
1. Your video ad doesn’t have a story
While the main goal of your video ad is to increase sales, it’s a mistake to focus too much on this aspect. If your video content is too sales-focused and does not have any kind of story that the viewers can follow, you are bound to lose their interest. Consumers today do not want to be bombarded with a direct sales pitch in the videos they watch; they want a story that intrigues them.
In video marketing, telling a story is an effective way to create an impression in the mind of the viewers. Stories evoke emotions, and by telling a story designed to evoke the emotions you want in your audience, your videos are likely to be more effective.
2. You didn’t optimize the video for each platform
If your video ads are not performing well, then it may be because you did not take the time to optimize the video for each platform. Sure, uploading the same captions, using the same aspect ratios, using the same meta-data, and so on is easier, but these will not deliver the results you want.
Whether you are using YouTube, Vimeo, LinkedIn, Facebook, Instagram, Twitter, or any other platform, it is important that your video is customized according to the guidelines and specifications for each platform. The algorithm is different, the audience is different; so, there is no reason that your video and related content shouldn’t be.
3. The production quality is poor
The video production must be top-notch. Today, the screens of consumers are filled with all kinds of high-quality, engaging videos from all kinds of brands, which is why your video quality needs to be of the highest standard too. Consumers are not going to pay attention to a poorly produced, poorly edited video that is visually unappealing.
It doesn’t matter if you have a great story or a great script or a hard-hitting message. If video production is not up to standards, you are only driving potential customers away.
4. There is no or poor/ineffective Call To Action
Brands are often unaware of just how powerful CTAs can be. If your video ads are not delivering as expected, ask yourself if your CTA is effective enough, or if you have included a CTA at all in the first place.
What do you want the viewers to do after they watch the video? What action do you want them to take? Your CTA should guide them to take this very action, pushing them in the direction of your site, your landing page, or wherever you wish to take them. Maybe you want them to buy a certain product, or maybe you want them to download an app, or sign up for an event. Whatever it is, your CTA should make it clear.
5. The first few seconds are not effective enough
The average consumer today has an attention span so short that for anything to make an impact, it needs to do so in the first few seconds. If your viewers are not interested in your video in the first five seconds or so, they are going to scroll away, and just like that, you have lost a potential customer.
In video advertising, you need to make sure you capture the attention of the viewer in the first few seconds if you want your video ads to perform well and receive high engagement and conversion. This may be achieved with stunning visuals, an interesting story line or script, or something humorous, just to give you an example.
6. You rely too much on audio
If your video relies too heavily on audio, it may be a mistake that's costing you potential customers. Today, many platforms such as Facebook and YouTube play videos that appear on users’ feeds without sound. This means that the videos will automatically play on the feed without any audio unless the user decides to click on the video and watch it fully.
So, if your video focuses too much on audio and neglects the visuals, it could be the reason that it is not performing as well as you expected.
7. Your video is all about you, not the customers
Pay attention to your video content. Are you talking only about yourself the entire time? Maybe you are talking about how successful your brand is or how fast your product is selling. Nobody likes to spend time with someone who only talks about themselves all the time, and the same applies to video marketing too.
Your customers are not interested in how big your brand is or how many sales you make. They want to know how the solutions you offer can change their life for the better, how your products can make their lives easier. Shift the tone and focus from your brand to the customers, and you will see a huge difference.
There could be many reasons that your video ads are not performing well, but these are the most common ones that brands often face. Don’t forget to actively promote your videos on all your social media channels and platforms too!
If you are interested in video marketing, video production, and having video content made for you, then check out Melty Cone; they are a video production marketing company in NYC and are happy to talk with you about your video needs!"
