Still making the same mistakes twice? We’ve got the remedy.
Nobody said video marketing was going to be easy. But sometimes, the landscape feels more like a landmine-riddled field than a professional pursuit. There’s plenty to trip on as you attempt to blaze a digital path for your brand, which explains why those doing it well are practically celebrities of the marketing world. But these successful marketers didn’t get to where they are without taking risks and learning from their mistakes. Here are 5 video marketing mistakes you’re probably still making. Learn to avoid them, and you’ll be another step ahead of the game.
1. Hinging Your Marketing Plan on C-Suite’s Door
A close-working relationship with your executive team is important for setting budgets and achieving buy-in. But don’t make the mistake of placing too much strategy on their boardroom table. C-Suite knows business and finance. Their focus is on the big picture, not the individual brush strokes that create it. Generally speaking, your organization’s executive team is too far removed from the business’s target audience to drive key marketing decisions. That’s why they hired you!
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With this mistake in mind, always put the expert on camera; the person closest to the topic of the video. For example, a company culture video should feature actual employees. Likewise, an important company-wide message should be delivered by the appropriate C-Suite member.
Avoid office politics when choosing in-house talent for your videos.
Focus on your audience and what they will most appreciate.
Think about your goals and who will best serve them.
2. Poaching Content from Your Website for Video Scripts
This one’s tricky. Of course your video messaging is going to align with other branded assets. An “overview video” is inspired by your services page. An “about us” video will resemble your about us page. But DO NOT poach content word-for-word from your website as a shortcut to creating your video scripts. You want to create unique experiences online for your audiences, not duplicate the same experience using different vehicles. Website content is created specifically for your website and the experience you are creating there. Video scripts aim to delight in a different way.
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Always follow the golden rule of video storytelling: show it, don’t tell it.
Show the benefits of your product, the uniqueness of your company culture, the delight in your customers.
Hire a professional script writer who is trained in the art of reinventing information while remaining on-brand.
As you reinvent content, think in casual terms and speak to your audience on camera as if you were talking in person.
3. Too Much Chatter
Building from the golden rule of video storytelling, too much on-screen talking eliminates the greatest advantage of using video — the visual experience! A talking head gets boring. As your audience’s attention span continues to dwindle, you can’t afford to waste your video investment on an experience that doesn’t engage them. This doesn't mean you shouldn’t include a talking head. But it does mean you should infuse your video with other visual elements.
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Show your audience something they haven’t already seen.
Shoot plenty of b-roll footage that supports talking points with relevant visuals.
Brainstorm these visuals before any filming takes place to ensure your b-roll offers plenty of options.
4. Attempting to Tell All
We’ve seen this mistake too many times to count. It’s one more reason to hire a professional video marketing agency with on-staff scriptwriters. Many marketers see video as a significant fraction of their marketing budget. As such, they try to make the most of each project by jam-packing their video with as much information as possible - this convolutes the message and doesn’t support a clear goal. Furthermore, it overwhelms your audiences. Our brains are limited in their processing power. They prefer to receive information in increments. Plus, if you try to tell it all up front, you waste future video opportunities.
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Produce short videos. One to two minutes performs best.
Be consistent. One video isn’t enough to put your brand on the map.
Pace your messaging. 150 to 160 words per minute is the sweet spot.
5. Using the Wrong Camera
Plenty of attention gets paid to phone-shot videos. But your business reputation is determined by the quality of what you shoot. Do you want professional, HD-quality filming with fluid panning and artistic flair? Or are you content with amateur lighting, choppy panning, and poor audio? Some homemade video is OK, but when it comes to important or evergreen content — leave your messaging to high-end equipment or a team of video professionals.
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The type of video you’re shooting, the audience you’re targeting, and the channels you plan to use for distribution will determine what type of camera you should use. In most cases, a high-end HD-quality camera will be the go-to choice.
Use a phone camera to shoot Facebook live videos or for showing your audiences “behind the scenes”.
GoPro cameras offer improved quality, but always use a tripod for steady shots.
Never utilize the digital zoom on your phone’s camera (it pixelates the picture).
6. Believing in Quality Over Quantity
Some thought leaders believe that quality is more important than quantity. We challenge that philosophy. One is no more important than the other. Audiences expect quality video, especially with GoPro helping to make average-joe videos look crisp and bright. But a quality-looking video isn’t enough. You must also prepare to distribute video consistently (just like every other type of content marketing).
Create a video content calendar to keep your team on track.
Share content more than once (provided it’s still relevant).
Working with a video marketing agency is the most effective way to prevent your marketing team from making mistakes like these. In the spirit of simplifying video marketing strategy, here’s another helpful article to help fuel your strategy: 6 Insider Tips For Making Your Video Production Process Easier
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