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Bury St Edmunds social media and marketing expert Kim Morrison points out nine common video marketing mistakes


By Kim Morrison


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:

Kim Morrison(6900788)
Kim Morrison(6900788)

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.

BREAKING NEWS

Facebook

Facebook Rolls Out Changes to Group Memberships: Facebook released a new set of parameters around adding people to Facebook groups, and who can be counted toward a group’s total member count. The company updated group invitations such that users will have the option to accept or decline to be added. It also added a new Invited Section to groups’ member lists that show people who have been invited to join but haven’t accepted. These people won’t be counted toward the group’s total member count until they accept.

Facebook Makes Pages More Transparent and Accountable: Facebook announced additional steps in how it handles page content that goes against its Community Standards and policies. Starting this week, page admins will see a new tab that shows when Facebook removes certain content that goes against its Community Standards and when it reduces the distribution of posts that have been rated false by a third-party fact-checker.

Facebook Adds New Ways for Advertisers to Control Where Their Ads Appear: Digiday reports that Facebook is developing new brand safety tools that allow brands to more effectively manage where their video ad content appears outside of Facebook. The main focus will be on Facebook’s Audience Network, the platform’s option to expand advertiser reach beyond the platform itself to participating apps and websites.

Facebook Tests LOL, New Video Feed of Memes That Targets Teens: Facebook is currently testing another product designed to win the highly sought-after teen market over to its platform. Rather than releasing a new app or site this time, Facebook is experimenting with a video feed called LOL within its main product that focuses on exclusively delivering memes.

Facebook Launches New Privacy and Data Hub to Help Businesses Understand its Policies: To mark Data Privacy Day, Facebook has launched a new website which provides easy access to its data usage policies, and notes on how to protect people's information.

Facebook's Planning to Integrate its Messaging Platforms to Simplify Cross-Communication: Facebook is reportedly looking to integrate the messaging functionalities of Instagram, WhatsApp and Messenger, in what could be a major shift.

Instagram

Instagram Confirms There Haven’t Been Any Changes to the Algorithm: Instagram debunked a viral post claiming that the social network’s algorithmic feed is limiting the reach of certain accounts to just 7% of their followers and asking people to like or comment on the post to bump up its rankings in the feed.

Instagram Adds Option to Link to Instagram Stories, Expands Stories Promote Tool: Instagram has added a new option which enables users to share a direct link to an Instagram Story.

LinkedIn

LinkedIn is Developing its Own Form of Lookalike Audiences, According to Reports: According to reports, LinkedIn is developing its own form of Lookalike Audiences, which could help marketers maximize their on-platform ad efforts.

Pinterest

Pinterest Adds 'Skin Tone' Search Qualifier to Increase Discovery Personalisation: Pinterest has added a new 'skin tone' option which will better enable users to find more relevant search results on the platform.

Twitter

Twitter is Testing a New 'Original Tweeter' Tag to Highlight Replies in Threads: Twitter is testing another new conversational feature, this time highlighting the 'original tweeter' within reply threads.

Twitter's 'Night Mode' to Go Darker After User Complaints: Twitter is making its night mode even darker after users complained that the dark blue background was still too light.

YouTube

YouTube Tests New Recommendation Format for Mobile and Desktop: The Verge reports that “YouTube is testing a new recommendation format… that uses blue bubbles to suggest keywords, creators, and related topics to help users browse through videos.” This tool is intended to help users filter recommendations that are more specific and relevant to their interests than the videos that normally appear off to the side. The experimental recommendation format is currently being tested on the mobile apps and the main desktop page by a “small set of people.”

YouTube Adds Ability to Swipe to See Next Video on iOS: YouTube rolled out the option to swipe left to skip to the next video, or swipe right to go back to the previous. The update is currently only available for iOS (6S and above) and requires the most recent version of the YouTube app. YouTube plans to bring this feature to Android users too sometime in the future.



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