In 2018, HubSpot reported that 81% of businesses use videos as a marketing tool.
According to Omnicore, the inclusion of video content in a marketing campaign is 50 times more likely to drive organic search results than plain text.
With an increasingly competitive online environment, businesses need to be effectively utilising video marketing, with statistics show that 55% of people watch less than an hour of Facebook or YouTube videos a week.
Here are the top 5 most common mistakes to avoid when preparing your business’s video marketing campaign:
1.Dragging It Out
A marketing video must be short.
Research conducted by Tubemogul found that within 10 seconds, 10% of viewers will have clicked off a video.
To most effectively engage customers, marketing videos should be less than 60 seconds long. Any longer and 45% of viewers will have disengaged.
It should communicate the key information about the product in less than 150 words.
After all, on minute of video is worth 1.8 million words.
2.Forgetting Your Target Audience
In 60 seconds, you cannot sell your product or service to everyone.
So, who is your target market?
Perhaps the most powerful decision when preparing a video marketing campaign, is establishing who your audience is.
Establishing the characteristics of your target market will enable your business to most effectively aim your marketing video at your desired customer.
Nonetheless, your campaign can still target your customer and be broadly appealing at the same time.
For example, Coca-Cola’s 2015 holiday campaign featured a controversial map of Russia, without Crimea.
Credit: Coca-Cola 2015
The marketing campaign, which originally featured a holiday map without the disputed territory of Crimea, was later altered after significant backlash on social media.
Evidently, business’s must be very careful when preparing marketing campaigns to not polarise a large portion of their intended target market.
3.Ignoring the Value of a Good Script
In a video marketing campaign, it is important to be clear, concise and confident.
A script is the foundation of all good videos. It has a clear message and provides the presenter with a direction for the video.
For a video script to be most effective, it should firstly address the problem that potential customers are facing. Detailing issues which are common to your target market will engage audiences who are actively seeking a solution.
Introducing and briefly explaining the solution that your business provides, will clearly resonate with prospective customers who are currently experiencing this problem.
Finally, your marketing video should call your audience to action.
A marketing video should be short, and therefore, you should invite your audience to learn more through a social media page or website. After all, nearly 50% of internet users look for videos related to a product or service before visiting a store.
Remember, you only have 150 words!
4.Poor Quality Videos
A quality video can create brand awareness and increase consumer trust towards your brand.
Video marketing campaigns should have clean and crisp visuals, good editing and a professional voiceover and unique tone.
Credit: Colonial Marketing
After all, a pixelated advertisement is hardly going to sell your customers on your ‘quality’ product or service, isn’t it?
5.Sounding Too Serious
Have fun with your video marketing campaign.
A serious sounding video is less likely to engage viewers, and even less likely to generate shares on social media.
On average, a marketing campaign that makes someone laugh is on average, 37% more likely to be share on social media.
An effective video marketing campaign can be instrumental in creating audience engagement within your target market.
With the increasing use of video marketing in marketing campaigns, it is necessary your business to keep video marketing short and aimed at your target market.
Furthermore, you should use a script and have a good quality production to add positive value to your business.
Finally, have fun with it!
After all, companies that effectively use videos in their marketing have a 27% higher click through rate and a 34% higher conversion rate than those who don’t.