7 Common Marketing Video Mistakes to Avoid
Table of contents:
- No Clear Goal
- Broad Target Audience
- No Call to Action
- Ignored Budget
- Wrong Sharing Platform
- Too Long or Too Short
- Wrong Production Team
Marketing videos can be the most worthwhile investment that a business can make. However, the success of the video all comes down to its execution. If not executed properly, the promised return on investment (ROI) could be lost.
So what constitutes “poor marketing video execution”? And what can you do to make a video with the tangible results you want?
My name is Hannah: Force Media’s copywriter with years of marketing experience. In this blog, I am going to share the most common marketing video mistakes and how to avoid them to maximize your business’s ROI.
No Clear Goal
The single most important part of any marketing video will always be its goal. That may seem obvious, but having multiple goals for one video is a common marketing video mistake that only muddles the video and causes each intended goal to fail.
Before deciding anything else, determine your reason for creating this video. That way, every creative decision can progress viewers toward your desired goal.
Some examples of marketing video goals include:
- increase leads, sales and conversions;
- grow website traffic;
- establish industry brand authority;
- improve brand awareness;
- share your story quickly;
- and train employees to do consistent work.
Broad Target Audience
Now that you know the intended result of your video, the next factor to determine is who you want to take the intended action. Like the common mistake with goals, many videos attempt to remain broad to appeal to many audiences at once. Of course, it would be nice to have one video that all demographics can find equal enjoyment from, but that isn’t very realistic. In attempting to appeal to all groups, you lose the interest of the group that is actually interested in what you are advertising.
Avoid this issue by conducting some thorough research before making your video. Test your social media platforms or email campaigns to see who is engaging to determine which audiences are most interested in your brand, and, therefore, which audiences would be most interested in your video.
No Call to Action
So you watched a great video for the product or service you’re looking for. Now what? You could have the best marketing video the world has ever seen, but if viewers don’t know what they are supposed to do with this information, you may not get the results you want. That said, whether your goal is for viewers to check out your website or socials, schedule a meeting, click that “purchase” button, or something else entirely, be very upfront about what desired action the viewer should take so that they can take it.
Many marketing video makers get so excited with their ideas for projects that they don’t realize what is possible within their budget. Filmmaking is expensive, so even seemingly small ideas can add up. For more information on film budgets, check out our blog post “Why Do Video Productions Cost So Much?”
The good news is that marketing videos are excellent for returning investment so long as common mistakes are avoided. That said, be reasonable about your expenses and only invest in what you know will benefit your goal and target audience in the long run.
Wrong Sharing Platform
When a lot of people think of making marketing videos, they set their sights for television. After all, that must see the best results, right? While television is great for certain marketing content, marketing videos can be found anywhere! Of which, social media platforms are commonly ignored but incredibly valuable. It is free to advertise on (when using front-facing methods), it offers ways to analyze demographics of viewers, and it is capable of reaching thousands of viewers. Advertising on television works as well, but it is important to consider all options to reach your intended goal.
Too Long or Too Short
Once you decide your sharing platform, it is important to consider how long your video should be. Keep in mind that certain platforms and video types come with certain length requirements.
It is a common mistake to avoid these requirements, and this often leaves viewers with too much or not enough information. Finding that sweet spot is key!
Wrong Video Production Team
Remember that, to those unfamiliar with your brand, the quality of your video directly translates to the quality of your business. That is why it is imperative to find a production team capable of bringing your vision to life.
While film production companies can make a beautiful video for you, we recommend reaching out to a media marketing agency that can match those visuals with tangible results. Production agencies like us that are crossed-trained in marketing know these common mistakes and how to avoid them so that you can actually earn back what you spend. Whatever you choose, do so carefully! A trusted reputation and quality work is key.
- To maximize your ROI, it is important to avoid common marketing video mistakes.
- To do so, have a clear, singular goal, target audience, and call to action.
- Consider budget, sharing platform, video length, and production team as early into the process as possible to make the most of your video.
There you have it! Now you know what the most common marketing video mistakes are and how to avoid them for maximum profit.
Stuck on your search for a media marketing agency? Force Media is happy to help! As a media marketing agency cross-trained in video production, we have helped countless clients transform their video marketing campaigns into tangible profit. Just fill out our discovery form, and our team will be in touch with you within 24 hours.
Thank you for reading, and we look forward to bringing your video marketing ideas to life the right way!