Video content is a huge factor in determining if your business video will be viewed.
Reports suggest by 2019, 90% of all web traffic will be video – making it ideal for brands to boost their revenue and marketing strategies. As video content has taken over the advertising world by storm, 54% of viewers want to see more videos.
In fact, 52% of marketing experts say video streams are the best type of content with high ROI.
Not to mention, online shoppers who take advantage of demo videos are more than 1.8 times more likely to make their purchase than those who don’t.
But it takes more than quality video content and marketing to achieve high rates of success.
Knowing what you might be doing wrong can help you discover how to prevent these issues.
You want to get it right – the first time. Check out the common mistakes businesses make with video content and what you should do instead.
Video Content Takes Too Long
Reports claim that 56% of published videos in 2018 are less than 2 minutes long. In fact, videos under 90 seconds see an average retention rate of 53% while videos over thirty minutes only retain 10% of viewers. Not to mention, studies say that the human attention span is about 8 seconds long. So in sum: Keep your videos short.
This has an added benefit of helping your video get found in the search engines. When videos are short, they are more likely to be viewed completely, and this helps in the Google and YouTube algorithms for search.
Focusing On the Wrong Audience
There are a variety of video types to choose from, such as Behind-the-Scenes, Q&A, animated, whiteboard explainers, and so on. So without a proper understanding of your audience, how can you effectively catch their attention? It’s quite simple: Ask them!
Sixty-five percent of marketers note that generating leads and traffic is their biggest challenge, according to HubSpot’s State of Inbound Report. However, when done right, a strategic video campaign can optimize the user’s journey, transform leads to prospects, and guide them through a brand’s funnel of online sales.
Using the Wrong Platforms
When people think of video marketing, they initially think of YouTube. After all, 1 out of 3 Internet users watches YouTube for entertainment purposes. However, that’s not the only place where you’ll find your target audience, as 45% of users watch more than 1 hour of video content on Facebook too.
For example, Facebook Live videos allow you to create video content and share it with a large audience in real-time. So, whether you’re hosting a webinar or want to engage with your followers for a special Behind-the-Scenes, Facebook Live allows you to connect with high-quality video.
Videos That Lack Creativity
Seventy percent of the effectiveness of a video campaign will depend on how creative it is. Whether it is the weak social caption, poor choice in music, or too much text – videos that lack a unique focus won’t succeed. The audience enjoys watching videos that they can relate to as it grabs their attention right away. That’s why it helps to have a bit of an eye-catching storyline to your marketing video.
It’s time for you to examine your video content.
Step up your video marketing strategy by acknowledging these mistakes and taking charge of your video content. Make sure to keep your videos short, inviting, and provide a bit of insight into what your audience will be watching and how it relates to your brand. Just don’t forget to add the hashtags that will allow you to gain an even larger audience for your business.
This article was originated by Jane Dixon, freelance writer.