In less than three minutes, our creative director Dan talks through five of the most common reasons why video marketing sometimes fail and also outlines what you can do differently to get better results.
Hi there. I’m Dan and I’m very passionate about video marketing. I talk to a lot of businesses about video and same reply has cropped up a few times – we tried it and it didn’t work. So I just want to talk through some of the reasons why video marketing sometimes doesn’t work.
The content wasn’t interesting
How many times have we heard “CONTENT IS KING”. But people will overlook a whole bunch of technical stuff if they value the content and it’s engaging. But no amount of clever angles, smart camera tricks, cool edits, will make a dull video interesting. Next time, try focusing on content that provides a solution or adds value. Talk about what your product or service will mean to the end user.
Hardly anyone saw it
It sounds obvious – but if no one sees your video, your video campaign is dead. When I look on YouTube, I come across countless company profiles that uploading 4 or 5 videos 2 years ago, for example. But those videos aren’t embedded on the business’s website. Those videos aren’t on Facebook – there are no teasers on Instagram. Nowadays, you can share videos across so many platforms – all your social media accounts, promoted posts and adverts, blogs, web pages, email marketing, screens on exhibition stands or in reception areas, e-brochures.
Your video is not optimised for search
Any content you put online should be optimised – not just your blogs and web pages. YouTube is owned by Google so there’s a lot more to it than just clicking on UPLOAD. The most successful videos use the right KEYWORDS in titles and descriptions, and use relevant TAGs.
There’s no budget to promote the video
This is very common. Your investment in video shouldn’t be purely about production. Promoted posts and ads through social media will let you target very specific audiences based on their demographics and interests – people who are interested in what you do but would not otherwise be aware of your business. Paid promotion is not expensive and can be as cheap as a few pence per view.
Your video had no subtitles or captions
85% of videos on Facebook are viewed with the sound off – 85%!!!! So make sure there are some captions of subtitles so people can follow the video and get an understanding of what it’s about.