Make the most of your marketing by avoiding these mistakes.
How to create more effective video marketing campaigns and avoid common mistakes.
Video can be a game-changing piece of marketing. It can get more initial attention and more long term engagement. Whether it’s hosted on your website, your social channels, or your YouTube account, video marketing can be a huge part of your impressions, your reach, and your messaging. Some experts claim that engagement with a brand increases over 137% after watching a video and that brand recognition and recall is better after watching video content.
Knowing how effective video marketing can be for your business, it’s tempting to dive right in and start recording and posting, but it’s important to considering how to avoid common video marketing blunders. If you’re looking to gain more attention and more fans, here are a few things to consider – and a few things to avoid – when working on your video distribution and video marketing strategy.
Optimizing for Web, but Not for Mobile
When you’re working on your video production strategy, make sure you consider where your user will be viewing your content. Most consumers are viewing content on their mobile devices, either cell phone or tablets. With over 50% of video content consumed through mobile, it’s important to plan for mobile viewership. Make sure your content looks good on mobile devices and that no calls to action or pertinent information is cut off or unreadable.
Leaving Out Vertical Viewing
A common video marketing blunder to avoid is to only shoot in widescreen. The rise of mobile users has led to an increase of video being shot specifically for mobile, as opposed to production used across several mediums. Vertical video has become an increasingly popular and even expected format for video marketing and using this as part of your video production strategy is a smart move.
Posting Videos After the Fact
One mistake that businesses make is only posting produced and scripted videos. These are great for things like product instruction guides or targeted ads, but live streaming video content is an excellent way for people to get to know your brand better. Seeing your staff in action helps people to understand your brand’s personality better and makes your business more engaging. When you live stream a conference or meeting or even just a brief interactive Q&A, you can help to boost your brand appeal. If one of your video marketing goals is engagement, you can’t forget about live streaming.
Omitting Analytics
Like all marketing components, it’s important to not forget about measuring your impact. Video content can be more expensive and labor intensive than some other forms of marketing, and while the impact usually justifies that, you want to make sure you’re tracking performance. Understanding how people are interacting with your content is a key part of delivering more good content that continues to get attention for your business.
Video marketing is a powerful form of marketing. It can create more customers and grow your brand awareness. When you’re considering your brand’s video marketing strategy, make sure to guard against the common video marketing mistakes.
