The Most Common Mistakes When Launching a Video Campaign
There’s a ton of brand videos in the market today. It’s not hard to see why. Videos are a popular form of marketing content, and its user engagement and ROI speak for themselves.
It’s also not hard to see why the market has started to become saturated with videos. Brands are increasing their investment in video content year over year causing the noise level to rise. Marketing is constantly changing, and video marketing is no exception.
With that said…
Consumers love videos from brands. According to Wyzowl, 87% of consumers want to see more video content from brands this year. Video content encourages consumers to purchase your products and services.
It’s a way for brands to get discovered and build an audience that is loyal and engaged. More than 90% of consumers say they have discovered brands on YouTube.
If you’re currently creating video content and putting together a strategy, you’ll want to avoid some common mistakes along the way.
1. Too long
If you’re making a video ad campaign for social media – like LinkedIn – and your video uploads can be between 3 seconds and 30 minutes, never, I repeat never, upload a 30-minute-long marketing video. We all have short attention spans due to the amount of information that gets pumped from our phones on an hourly basis. If your audience sees a sponsored video that is longer than 2 minutes, there’s a very good chance your video will get skipped over.
Thanks to the crew over at HubSpot, we have a really simple breakdown of the ideal video lengths for the top social media channels.
2. Lacking authenticity
Consumers have BS detectors, and they can smell a sales pitch from a mile away. Corporate-generated, “salesy” content does not resonate and is easy to be tuned out. Your customers gain a sense of authenticity when viewing user-generated and “consumer-view” content.
This is one of the main reasons why brand storytelling is so important. When you take a storytelling approach to your communication, it makes your customer the hero of the story. Your brand's offering is how the hero overcomes the challenges they face. Communicating in this style will make your audience tune in and listen to what you have to say.
Marketing fluff and embellishment in your own brand are huge authenticity killers. People have more information in the palm of their hand than their brains are able to process. You have 1-3 seconds to capture your customers' attention. Cut out all the BS and get straight to the point. This will help you catch the attention of your audience much faster.
Some brands - okay, lots of brands - have more than one target audience. Let's say you are targeting two groups: males age 18-24 living in metro areas, and males age 40-54 living in suburban areas. These two groups should not be getting served the same video with the same message. It's best to make one video for Snapchat with content that will engage Millennials, and another for LinkedIn that is a bit longer and informative to engage with the Gen X audience.
3. Weak content strategy
With video marketing – like most purchases in life – you get what you pay for. Compromising on the quality of your video content to save a few dollars is a big risk to take on your brand image. You do not want to become the brand that is known for unprofessional/comical commercials.
If you, or anyone on your team, is not a professional in storytelling and content strategy, we suggest working with a video marketing agency. An agency that specializes in video marketing is familiar with video marketing best practices and will help you create videos that your audience will pay attention to and engage with.
4. Not customized
Taking one video and blasting it across all social media channels can be a big mistake. Your brand will lose authenticity points if your audience sees the same video on Facebook, Twitter, and Instagram. People use different social media platforms because they receive different experiences on each one, and it’s important for your brand to flow with that experience.
Ideally, your brand would be able to take one message and create unique videos for each social media platform. That will depend on your marketing budget. At a minimum, your brand should tailor one marketing video to the ideal aspect ratios for each platform. Facebook, YouTube, Instagram, and most social platforms that allow video will provide you with their unique video specs.
5. Leaving out the post-campaign strategy
Videos have the ability to be recycled into other areas of your brand once they’ve lived out their original purpose. Leaving out a secondary-use strategy when developing your video content can severely reduce your ROI.
As you develop your strategy, think of other ways your videos can be used once your campaign is over. Your videos can be reused for FAQs, online training, as a header for a blog topic, etc. Determining a secondary goal early on in the creation process can give your videos a much larger ROI.
These mistakes are common for a reason – it’s easy to make them. With the rise in video marketing’s popularity, it’s easy to find brands making these mistakes with their video content. You will likely make mistakes even if you have the most well-developed video strategy.
People want to see videos that are valuable, simple, and memorable. Your videos will continue to be stunning and engaging when you keep the most common mistakes in mind as you develop your strategy. Oh, and your audience will thank you for it too!
Keep your videos short and authentic while finding ways to incorporate user-generated content into your strategy. That’s how the successful brands are executing their videos today, and doing it correctly can help scale your business.