If you’re running an online business and looking to expand it is likely that you’ll want to create marketing videos due to how effective they are at attracting and engaging viewers. However when you do create marketing videos you need to be wary of making some basic mistakes that could end up derailing your efforts.
In particular you should avoid these 4 common mistakes when creating any marketing videos:
1. Being too promotional and trying to ‘hard sell’
Naturally your marketing videos are intended to promote your products or services, and sell them – but there is a line that you need to tread carefully. Viewers generally don’t like to feel that they’re being pushed into buying anything, which is why marketing videos that are overly promotional or attempt to ‘hard sell’ often fall flat.
Instead of that you should try a more subtle approach that informs the viewer of the benefits they stand to gain in some way and lets them make the decision to buy for themselves.
2. Not focusing on a single message
Every marketing video should have a single core message that it tries to put across. Any more than that and your video is likely to be unfocused and is likely to lose viewers.
To avoid this mistake, make sure you outline your message right from the start when creating your videos – then craft the video’s introduction, body, and call to action around it.
3. Too much emphasis on products rather than benefits
While it is true that you may want to use your marketing videos to sell a product – the product itself should never be the focus of the video. Save for very specific circumstances, the focus of your marketing videos should be on people and the benefits that the product can provide to them.
Wherever possible try to focus on either particular people, or groups of people so that viewers are able to relate to your marketing videos. If you can pull that off the response should be far better than if viewers feel they are watching a video about a faceless product.
4. Not provoking an emotional reaction
At the end of the day the most successful marketing videos are the ones that provoke an emotional reaction of some kind, and harness it to drive it towards a specific goal. Without an emotional reaction your marketing videos are likely to be lackluster and won’t perform nearly as well.
Marketing videos often try to be inspirational, humorous, touching, or galvanizing in an attempt to provoke an emotional reaction.
Be sure to remember that in addition to avoiding the mistakes listed above, you should ensure that you capture video in the highest possible quality, and ensure that it looks polished and professional. All said and done it is important that your marketing videos are able to make a good impression and interest viewers right from the onset, and then hold their attention long enough for you to get your message across.