Video marketing used to be an expensive and lengthy business, but with the advances in professional video production equipment, smartphone technology and the ease of use of platforms such YouTube, almost anyone can become a video marketer. As a result, this has led to an astonishing 87 percent of online marketers currently using video content in their marketing according to Outbrain.
Faster, easier and cheaper does not always mean superior, but there are a few simple steps that you can take to ensure you create quality videos.According to Juan Rutz and Martin Borer of RutzRoberts Productions, the following represent eight common mistakes aspiring video marketers make and how to avoid them:
1. Excessive “hard selling”
When you apply the “hard sell” it is much like asking your first date to marry you.
Yes, there is a very remote possibility, but you more likely be successful building a relationship step by step. By creating teaser videos, you will intrigue potential clients, further sharing your content and inspiring a continued relationship.
2. Videos are not part of a campaign
You may only get one chance to make a first impression, and as a result, many companies tend to “overload” their costumer base with info and pandering about themselves. Pace your message and leave something to the imagination and curiosity without exhausting the rather short attention span of your viewer.
Juan and Martin say that campaigns are the way to go every single time. Rather than creating a single five-minute video, companies should focus on a multi-faceted approach to creating a two-minute video in concert with six 30-second segments still adding up to a total of five minutes. However, it multiplies and concentrates the intended purpose in what they call the “marinating effect.” More than ever the attention span of viewers have been condensed, hence the need to be short, informative, entertaining and to the point.
Make an emotional connection, inspire and leave them wanting for more.