6 Common Video Marketing Mistakes You Should Avoid

According to Cisco, videos are estimated to account for 82% of internet traffic in 2022, meaning more users are consuming videos than any other type of content online. That's why many brands are now using video marketing to promote their product as it helps them connect with their audience easily.

However, not every marketing video is successful in helping brands achieve their goals. A lot of marketers fail to determine the key element that makes a video campaign work. Oftentimes, they’re trapped in making the same video and repeating mistakes that could be avoided.

This article will define what kinds of video marketing mistakes marketers have made in the past that hinder them from achieving a great return of investment (ROI). Before that, let's dive more into why a business should incorporate this latest marketing technique in their campaigns.

Why should businesses use video marketing?

Getting customers isn't an easy task. Many businesses handling sales campaigns can attest to this. This is where marketing videos come in handy.

Video marketing provides you with the opportunity to market your business without having to spend big on print ads or radio commercials. With video marketing, you’ll be able to reach out and engage more customers than ever before, but of course, this depends on how well you utilize these videos.

Whether it’s short or long promotional videos for your business, you should always showcase the benefits of using your products or services.

Here are some benefits you can get from using a video marketing campaign.

Attract new clients

Videos are more engaging than content like articles, blog posts and press releases. As a result, it's more likely for your video to be watched by potential customers than other content on your website. Your videos can help you attract new customers by showing them how beneficial it is to use your products or services. The video also makes it easy for them to understand what you do and convert them into actual customers.

Widen your market

Incorporating a video marketing strategy allows you to widen your market reach because videos get shared online through YouTube, Facebook and Twitter.

People who are not even associated with your industry may get interested in viewing videos that showcase the benefits of using certain services or products. You’ll receive more exposure, especially if you choose interesting and relevant topics for these people's lives. For example, you can create videos on how to solve a problem using your product or service.

This is a great example of how to use how-to videos to introduce your service. The how-to manage money from Bank of America is exciting to watch; you may not even realize that it's marketing content. Viewers will be engaged with the information provided in the video because it relates to them and solves their questions in managing their money.

Keep in mind that people watching the Bank of America's videos are not the initial target audience. New viewers may just find information about money management, but they will soon learn about the brand as well. Hence, the market is broadened.

Build corporate branding

Videos are now very popular with younger audiences. They find it easier to make a buying decision after watching a video than browsing through the website.

To attract these customers, you need to establish your corporate branding online by creating informative and entertaining videos. A good example is the use of animations in promotional content, such as product demo videos, which attract passers-by on their homepage and social media platforms like Facebook and YouTube.

The product video from Nespresso Citiz&Milk perfectly shows that promotional content can also make a good branding. From the video, you won't only notice how refined the milk machine is, but you'll later figure that it's how the "Nespresso" brand in general: a modern, elegant company.

6 video marketing mistakes you need to avoid

1. Not having a plan

You need to come up with an effective plan for your video before shooting it. If you aren’t clear about what you’re trying to do, the chances are high that the end result will be average.

Decide upon objectives like conversion rates before starting out with your campaign. Make sure all leads generated end up being closed successfully by taking this one step further, tracking everything throughout the lead nurturing process.

2. Not having a strong call-to-action

Your video should have a call to action in every single scene, not just at the end. If your viewers aren't sure what they should do next, you’ll lose them before reaching your final destination.

You can use video marketing tools like Animoto or Wideo to create viral animated videos with subtitles and text captions that include direct messages for your audience, clearly showing them where to go after watching it.

3. Lacking creativity

Creativity isn't all about great visualization in your videos. Even if you’re using stock footage, you can still make it more interesting by overlaying something on top of it or animating certain parts. However, creativity itself can be many things apart from visualization.

Storytelling is a part of the team's creativity. When you create a less meaningful story, your video won't have the same effect on viewers. Try to include someone who isn’t originally from your industry but can contribute with their experience by using real-life examples or personal stories. That way, people will be more connected with your content because they relate to the story presented in your videos.

4. Lengthy videos

Your marketing videos should be eye-catching and attention-grabbing because you only have a minute to get people hooked. If they don't feel it right away, they’ll click off in search of something better even if there aren't many alternatives available.

Make sure to keep your marketing videos short and to the point. People have shorter attention spans nowadays, so you should capture their interest as quickly as possible.

5. Dull and boring videos

It's very easy to make an entertaining, informative and engaging video these days with technology advancements like motion graphics software or animation programs.

That being said, what makes a good video is not just the visual effects alone but also your ability to include humor into your script or tell a compelling story that will keep people engaged throughout. 

6. Videos aren't personal

Today's consumers have an "on/off" switch in their heads when it comes to marketing efforts. They either love you or hate you right away - there is no middle ground anymore. Try customizing your marketing content and personalizing it as much as possible without compromising its quality and your brand's image.

Takeaway

Video marketing has been proven to be one of the most effective marketing strategies to date. However, its success is only achievable if marketers understand the ins and outs of video marketing—like what to avoid.