Let me guess - you have been making a conscious effort to use more video across your marketing channels but you're not entirely happy with the way your video campaigns are performing?
Like any marketing activity, there are numerous elements that have to come together perfectly to really make a campaign sing and this is equally true for video. So let's have a look at some of the common traps that people fall into, that may be tripping you up.
1. One Size Fits All
Your audience isn't one homogenous group, with the same goals, needs, or pain points.
Neither are they all at the same stage of the buying journey - some are hearing about your company for the first time, while others have engaged with you before and are now looking for more detailed information to help them come to a decision.
So it stands to reason that they need each need different messages.
Create content that will relate to a specific segment of your audience at a specific stage of their buying journey - awareness, interest, desire, action. By doing so you can make each video more focused and relevant to that particular group.
Otherwise, you will end up creating videos that are too general, non-specific, that no one will be able to really connect with.
Strike a balance between what you want to say and what your audience wants to know.
Address common questions that your customer asks.
Look at what search terms are popular for this audience segment and create content around those topics
Respond to key industry news
Create content to fit with special events or calendar dates, e.g. International Women's Day
By actively listening to your audience and creating value-laden content for each different target segment, your videos will really resonate and drive engagement.
Taking Too Long
Get to the point!
It's very difficult to watch and absorb a long video containing lots of new information.
Create video content that will be easy to consume for your audience. Choose 1 to 2 key points to discuss per video. If you have a lot to say on one topic consider creating a mini video series, so they can self-direct their viewing when it suits them best.
Attention spans are decreasing all the time so try to keep your videos under a minute long. If you need to create a longer piece, post a shorter 'trailer' version on your social media channels to drive traffic to the longer video on YouTube or your website.
Use plenty of b-roll clips related to what you are talking about to get the message across visually and keep the audience interested.
Keep your message focused on what the audience wants to know. Don’t spend too much time introducing your company and get rid of non-essential points that waste your audience's time.
Remember, the first 10 seconds of your video are crucial, so make them count. Share a mind-blowing statistic, a customer testimonial, or exciting company news early on in the video to entice the viewer to keep watching.
Boring People To Tears
Get off the fence!
While ensuring the content is still in line with your brand values and messaging, don't be afraid to give your opinion on interesting topics and news that your customers want to hear about.
If appropriate add some humor or interesting statistics that your audience will remember.
Authenticity and personality are key for making a big impact in your videos. Involve staff and customers in your videos to add a personal touch that the audience will connect with.
“You are either remarkable or invisible make a choice.”
Not Planning Ahead
Let me save you some tears.
It's great that you have decided to create video content for your organisation. If you are creating this content as part of a team, everyone may have a different vision for how the video will turn out. The last thing you want is to have to re-film content because it hasn't turned out as your team had hoped.
Planning and storyboarding your videos in advance is essential to ensure that everyone is on the same page from the beginning.
Exact Target Audience
Key Messages / Script / Keywords
Where to Publish / Duration
Visuals / B-Roll / Locations / Footage / Props
Actors / Participants / Videographer / Editor / Approval
Style of video / tone / music
Not Owning Your Content
Your original content is an invaluable resource.
When shooting content not all of the clips make it into the final video but they may come in handy in a future video. This is why it is so important to have access to all video content. When shooting with an agency or videographer you may have to pay extra for this.
But if you decide to shoot your video content in-house you will have the added bonus of owning all the content.
Owning it and having access to the content is just one part of good video management. The second part is storing the content in an organised and cost-effective way. With software like Video Sherpa you will have a built-in digital asset manager where you can save and tag unlimited amounts of video content accessible by your whole team at the touch of a button.
Would you like to learn more about Video Sherpa?
Book a call and we can discuss how Video Sherpa could benefit your organisation.
I promise it won't be a mistake...