When talking about marketing strategies, video marketing is one of the most popular ones. It is estimated that by 2022, videos will account for 82 per cent of all internet traffic worldwide. That’s because videos are now more accessible than ever as more social platforms gravitate towards visual content.
That’s the reason why businesses use video marketing when promoting or introducing their new products. Advertising products via videos is easier because many people are used to consuming this form of content on a daily basis.
With social channels like YouTube, users can now easily access the information they are looking for. They no longer have to go through the long process of reading articles to learn about new products.
However, this convenience might be one of the reasons why some marketers make some big video marketing mistakes that can cost their business a lot.
In order to help you avoid these costly video marketing mistakes, here are the eight biggest ones you should know:
1. Have no goals
When creating a video, it is important to have a specific goal in mind. What do you want viewers to do after watching your video?
Do you want them to visit your website, subscribe to your channel, or buy your product? If you don’t have a specific goal, your video may not achieve its desired outcome.
Having a goal also helps you produce the right video content. For example, if you want to introduce your brand-new item, product videos are great for this purpose. Or, if you need to attract new talents to join your company, you can promote training videos to let potential employees know what they will get when joining your business.
2. Make videos for the wrong platform
When it comes to video marketing, one size does not fit all. Different platforms have different requirements and audiences. Therefore, you need to create different videos for each platform.
For example, if you target millennials, you will need to create shorter and more entertaining videos for TikTok and Instagram. As for LinkedIn, you will need to create longer and more informative videos to provide professionals with the information they need.
3. No call-to-action available
A call to action (CTA) is essential for any video marketing strategy. It is a phrase or short sentence invitation that urges your viewers to take the desired action. Without one, viewers will not know what you want them to do after watching your video.
Your CTA can be as simple as asking viewers to visit your website or subscribe to your channel. But whatever it is, make sure it is clear and easy to follow.
4. Produce low-quality videos
One of the biggest mistakes marketers make when producing videos is that they focus more on the content rather than the quality of the video itself. This often results in low-quality videos that are difficult to watch and do not achieve their desired effect.
You need to invest in quality equipment and hire a professional video company to produce high-quality video content. With the help of professionals, you can ask for suggestions and give feedback on the process without understanding the technical aspects of it.
5. Target the wrong audience
Another common video marketing mistake marketers make is targeting the wrong audience with their videos. If you are not targeting the right people, your videos will not be as successful as you would like them to be.
To target the right audience, you need to know who your ideal customer is and their interests. You can then use this information to create videos that appeal to them.
6. Not use video analytics
One of the biggest mistakes marketers make when using video marketing is that they don’t track the results of their videos. Without this data, it is difficult to know what works and what doesn’t.
Many marketers fail to use video analytics to measure the success of their videos. After all, video analytics can tell you things like how long viewers watched your video, where they clicked on the video, and which keywords they searched for before watching your video.
Also, when measuring the success of your video marketing campaigns, it is important to focus on the right metrics. Some marketers focus too much on views and likes, which often do not translate into sales or leads. Instead, you should focus on conversion rate, lead generation, and ROI metrics.
7. Doesn’t have enough videos
One of the biggest video marketing mistakes by marketers is that they don’t create enough videos. If you only create a few videos, your viewers will quickly get bored and move on to other things. Especially when you are using platforms like YouTube and TikTok, where millions of videos are available on these platforms, people can get distracted quickly and forget if you’re also there.
That’s why you need to create a lot of videos to keep your viewers engaged and interested in your content.
8. Doesn’t promote the video
Another video marketing mistake marketers make is that they don’t promote their videos enough. If no one knows about your videos, how will they ever see them?
There are many ways you can promote your videos, including posting them on social media, embedding them on your website, and sending them out in email newsletters.
Biggest Video Marketing Mistakes Marketers Should Know
This article should help you find the common video marketing mistakes that marketers ever made. By avoiding these video marketing mistakes, you can then create successful video marketing campaigns to achieve the desired results:
- Have no goals.
- Make videos for the wrong platform.
- No call-to-action is available.
- Produce low-quality videos.
- Target the wrong audience.
- Not use video analytics.
- Doesn’t have enough videos.
- Doesn’t promote the video.
Video marketing has been proven to help businesses achieve their goals in a timely manner. Thanks to the surging popularity of social media, brands can now use videos to promote their products and services more effectively than ever before.
However, creating marketing campaigns, especially videos, can be daunting. You’ll put a huge effort and time into this process. Not to mention, you’ll have to provide a bigger cost to produce a single video.
That’s why investing in video marketing is a critical yet achievable step in your business, and you want to make sure there will be a few mistakes happen.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
