Bury St Edmunds social media and marketing expert Kim Morrison points out nine common video marketing mistakes
Everything you read about social media now talks about how important video is to making an impact and getting your message out to your target audience.
If you’ve not yet got started, or you’ve tried making video part of your marketing mix, but things aren’t going as you planned, avoiding common video marketing mistakes will help.
Here are nine to think about:
1. Making Your Video Too Promotional
When you make your video you do want to promote your business or product in some way. But, you’re not making a commercial. You’re making a video that provides information to your audience, as well as perhaps an incentive to make them want to buy from you. Promote for less than 10 or 20 seconds at the end of the video, but make the rest of the video non-promotional.
2. Making Poor Quality Videos
Your video doesn’t have to be a television production; however, if you want to become very popular with the potential of having your videos “go viral” then you should make the highest quality video that you’re able to make. Also, try to make them better each time as you learn more about lighting quality, sound and video editing.
3. Not Putting Your Video Where People See It
It might sound like a great idea to only put videos on your own website, if you’re concerned about your brand. But this is not going to build an audience very quickly - especially if your website is not super popular yet. Even popular TV shows post videos to other places like YouTube, Vimeo and other video sharing sites, to get more views and attract new audiences.
4. Not Knowing Who Your Audience Is
Before you make a first video it’s imperative that you know exactly who your audience is. If you aren’t sure who you’re talking to, you won’t be able to make your topics resonate with them so that you can more viewers. Knowing your audience enables you to know what they need to know.
5. Not Keeping Your Topic Narrow
Each video should be about a very narrow topic so you can keep them between a maximum of three to five minutes long. When you first start, one to two minutes is great. Once in a while it’s okay to go over that, for example if you’re teaching someone how to do something step-by-step with screen sharing, but very rarely. If you’re just talking, the shorter and more to the point your video is, the better.
6. Making the Video Too Long
As mentioned above, videos that are too long are boring. Even if your topic is interesting, making the video too long gets boring. People are in a hurry to get the information they need and don’t have time to sit around forever waiting for you to get to the point. If you want people to engage with you, make your videos short and to the point.
7. Focusing Too Much on Going Viral
As you make your videos you want to think about and try to plan for them going viral, but you cannot only focus on that. The most important aspect of your video is the message contained in it. You can do all you can to plan for it to go viral by being ready for the onslaught of traffic! But, you must focus on the content instead of the idea it might go viral.
8. Uploading Only at One Place
The great thing about videos is that, at least for now, you do not have to worry about duplicate content. Posting your video on YouTube, your website, Facebook and other video sharing sites is a good idea. The more places you can post it, the better. Then encourage people to comment on it and share it.
9. Not Promoting Your Video Once Posted
When you post a video, you need to promote it. Promote it more than once, too. Promote it on more than one social media account. Be sure to always comment back when people leave comments for you.
If you can avoid these mistakes, you’ll find that your videos become more popular, get more comments, and are shared more often.
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