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Video content is great for boosting engagement, expanding your reach, and driving conversions.
Considering that a remarkable 95% of marketers say video is an important part of their marketing strategy, it’s not surprising that an increasing number of brands are leveraging the power of video.
However, there are numerous video marketing mistakes you can make when you’re first starting out that can result in you not only wasting time but also your budget.
In this guide, we’ll cover some key video marketing mistakes to save you from falling into the same traps we see all too often.
Let’s get started.
Video marketing mistakes to avoid include, but are not limited to:
Although you’ll have a goal you’re looking to achieve with your video content, it’s key not to ignore your target audience in your pursuit of it.
Putting in the groundwork to get to know them is essential as it will allow you to tailor your video to your audience’s needs and preferences and help you foster a stronger relationship.
While this research will cover demographics from gender to age to location, you’ll also need to consider psychographics like their beliefs, attitudes, and lifestyle choices to better understand your audience, what makes them tick, and how to grab their attention!
Getting to know your audience also means leveraging tools such as Meta’s Audience Insights to see how your video performs on platforms like Facebook and Instagram, track trends, and more to better future campaigns.
By harnessing the data you collect on your target audience, you can refine your video content to ensure it strikes a chord with the right customers.
The hard sell is never the way to go, and customers can sense it from a mile off. Trust us.
It’s no secret that storytelling humanises businesses whilst engaging viewers, so it’s key to capitalise on this.
Stories aren’t only a powerful tool to create memorable video content that sticks in people’s minds, they’re easier for audiences to relate to!
Audiences engage with creative storytelling as it allows them to empathise on a deeper level, in turn, helping brands garner a strong connection.
By harnessing a short yet engaging story, you can grab your audience’s attention before subtly highlighting a problem they have that your product or service can solve.
This way, you can prioritise getting your message across, whilst ensuring your video is remembered.
When creating video content, failing to take a mobile-first approach is an important mistake to avoid.
Considering that ‘75% of viewers watch short-form video content on their mobile devices’, it’s essential to optimise your video content for mobile.
Tips to optimise your video for mobile include:
By optimising your videos for mobile users, you’ll ensure a wider audience can enjoy and engage with your video content seamlessly and increase the likelihood of your video having the desired impact.
Retargeting allows you to re-engage video viewers who are already familiar with your business and have previously engaged with your video content.
Whether they visited your website or engaged with a specific video, retargeting helps you to re-engage those customers.
When you consider that ‘retargeted visitors are 70% more likely to convert on a website compared to those who aren’t targeted for the second time’, the power of retargeting is evident.
Are you interested in driving conversions by leveraging retargeting? Look no further than Inov8 Studios.
Our team is well-versed in planning and delivering high quality video content and has effectively used retargeting in a range of campaigns to increase conversions.
Get in touch with our video marketing experts today to find out how we can lend a hand.
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While editing can enhance your video, it’s easy to over-polish your video.
For instance, eye-catching visuals or rapid cuts can be a fun and creative way to grab your audience’s attention.
However, when used excessively, they can detract from your message and undermine the video’s authenticity.
Authenticity is one of your greatest assets as a brand. In a world full of performative businesses, authenticity helps you build trust and boost brand awareness while helping set you apart from competitors, so don’t be afraid to lean into it!
A key video marketing mistake to avoid is not making use of a call-to-action.
You should use a call-to-action in your video because it directs viewers and creates a sense of urgency to take the desired action. This might be signing up for a newsletter or sharing the video.
If you don’t believe us, research has shown that ‘including a CTA inside video content can increase conversions by 380% more than those on the sidebar’, highlighting the power calls to action have.
Your audience can’t read your mind. If you don’t make use of well-crafted call-to-actions, your target audience won’t have a clear step to take after watching your video and all of your hard work to grab their attention could go to waste.
Taking your video content too seriously can be a pretty big mistake to avoid.
Of course, what you want to achieve by producing your video needs to be considered in relation to your current content marketing strategy as well as your business goals.
That said, you shouldn’t be scared to have fun with your video content! From witty wordplay to playful props, there are a load of ways to inject elements of humour into your videos
Humour can also help you to show off your unique personality as a brand.
Leaning into this not only improves engagement but also helps you stand out from the sea of samey and stagnant content, stopping audiences from simply scrolling by.
Are you looking to invest in your video marketing? Look no further than Inov8 Studios.
Our Bristol-based team of creatives are performance-obsessed and knows exactly how to push the boundaries when it comes to making fun, memorable video content that converts.
Drop us an email at info@inov8.studio to learn more about our services and get started today.
Written by Jemima for Inov8 Studios.
