8 Biggest Video Marketing Mistakes That Harm Your Conversion Rates
Though this little tidbit is becoming common knowledge in the marketing field, it’s worth repeating: video marketing is such a powerful tool for businesses that aim to build an online presence and stand out among the crowd.
It’s not because online videos are a shiny new trend in the digital age, but because it’s effective to help businesses attract and engage potential customers in a matter of minutes.
According to the stats, more than 89% of marketers say video gives them an increased ROI and they’re happy with it.
Meanwhile, 96% of marketers say that they plan to increase or maintain their video marketing campaigns.
👉🏼 The staggering numbers are enough to show you that videos are the engaging format you need to add to your content marketing mix.
That being said, only well-crafted video content can bring you the best results.
After all, video marketing is just like any other type of marketing out there. It needs to be carefully planned and produced to ensure that it performs well.
Poorly produced videos can only be hindering your business than profiting.
The key here is to understand how video marketing is working. And the best way to do it is by learning some common but harmful video marketing mistakes most marketers make.
Here are some mistakes to avoid while you’re planning for your next video marketing campaign:
Video Marketing Mistakes You Should Avoid 📝
Video marketing is not that easy.
It’s so much more about creating a video and uploading it to the internet.
So, it should be no surprise that even pro marketers make at least one gigantic video marketing mistake in their career.
Not only will it hurt your conversion, even a small and tiny mistake in a video marketing campaign can also hurt your business reputation.
See what many video marketers did wrong so you don’t have to make the same mistakes as them in the future.
#1. No Defined Goals And Planning 🎯
Just like your inbound marketing efforts, don't do video marketing campaigns just for the sake of it.
You might see your competitors investing in luxurious video production and don’t want to be left behind.
That’s why you start creating videos without even knowing what they actually are for in the first place.
👉🏼 A successful video marketing campaign starts with defined, clear goals.
If you understand your video marketing campaign and how it is supposed to help your business, it would be much easier for you to focus on your strategy and see how well it is performing.
After you have well-defined goals, you need to create a proper plan to ensure that every process, from video production to distribution, runs smoothly.
A solid video marketing plan also makes it much easier for you to understand what equipment and budget you need to be prepared for the campaign.
#2. No Audience Research 🔍
Another video marketing mistake that can harm your conversion rate is the lack of audience research.
You don’t know who you create the video for.
This, in turn, will make your content irrelevant and fail to connect your audience with your brand.
Therefore, you need to do deep research about your audience. Discover their demographics, locations, behaviors, values, and more.
👉🏼 It’s also always better to find out what type of content they care about and want to watch.
The most important aspect of a compelling marketing video isn't technical -- it's personal.
It means that you have to understand your audiences on an emotional level to run an effective campaign.
The more you understand your audiences, the more chances you have to create relatable and effective video content.
#3. Making The Video All About You 😴
No one wants to be sold to.
So, if you create videos just to brag about your awesome products and features, you are about to make one of the biggest mistakes.
When a target customer clicks on your video in this digital world, it doesn't always mean they want to purchase your product right away.
👉🏼 Instead, more often than not, they want to get information about your industry, making themselves closer to your brand.
In this situation, you need to make sure that your video content is all about them. Rather than bragging too much about how excellent your product is, try to show how it helps target customers solve their problems and bring value for them.
The best way to do this is by putting yourself in their shoes. Ask yourself, "what type of content do I really want to click and watch?"
#4. Creating Videos That Are Too Long⌛
Videos are well-known for their ability to deliver brand messages in a matter of seconds seamlessly.
In addition, it can break down even complex topics into smaller chunks so your target customers can easily digest the information you offer to them.
That being said, it doesn't mean that you have to create long videos just to make sure you get all of your brand messages delivered at once.
👉🏼 No one has time (and energy!) just to watch 10 minutes of videos from a brand.
A study from Wistia shows that the sweet spot for a marketing video is 2 minutes. After the two-minute mark, potential audiences will most likely get distracted and move their attention to other things.
So, the shorter the video is, the better.
#5. Forgetting The Call-to-Action (CTA) 😰
Not including CTA on marketing videos might seem like a tiny mistake. But, in fact, it will make the audience confused about the actual purpose of your video and make you lose a huge chance to convert them into paying customers.
Creating videos without a clear CTA is like fishing without bait...and in a dessert!
It's almost impossible for you to increase your conversion since the audience has no idea what they should do next after they watch your video in the first place.
👉🏼 You can include CTA at the beginning of your video to ensure that your audiences can see it right after they click on your video.
It's also okay to repeat the CTA at the end of your video just if they forget about the next step they need to take.
Suppose you host your video on a video hosting site like YouTube.
In that case, you can include a link to your landing page on your website that is dedicated to getting them the additional information they’re looking for, just like what GoPro did in the example above.
#6. Creating One Video For Different Purposes 🤷♀️
No marketing video is created the same. All of them have their own way of helping you achieve specific goals. For example:
- Explainer videos are best for explaining what your brand is all about and showing your unique selling points.
- Customer testimonial videos are ideal for generating potential customers' trust.
- Behind-the-scene videos should be your go-to if you want to add a more personal touch to your brand's image.
- Product demo videos are for showcasing your product and how it really looks in real life.
- How-to videos show your target customers how your products work.
In other words, there's no such thing as one-size-fits-all videos in a successful video marketing campaign.
Some marketers create one, single video to achieve different marketing goals.
And that's why it's pretty hard for them actually to see the visible results of their video marketing efforts.
👉🏼 So, make sure you only create a marketing video to help you achieve one specific goal.
Establishing a single video goal will help you track your video marketing campaigns’ return on investment.
#7. Ignoring Video SEO ⚠️
One of the biggest perks of having a video marketing strategy for marketers is driving more traffic to your website seamlessly.
But, some of them forget that to make the video increase the website traffic, they need to invest in video SEO.
Just like text-based content in content marketing strategy, visual content like video also has SEO rules to make your website sit on the top page of search engine results.
Video SEO adds an extra boost to your overall SEO practices because it can increase overall engagement on your website, which is critical for success in search engines.
👉🏼 Video SEO might seem technical and complicated. But, it actually has no significant differences from regular SEO.
Here are some essential tips to make your video more SEO friendly:
- Use a keyword-focused title and description
- Add captions or transcripts
- Create an engaging thumbnail image
- Include some relevant and relates video tags
- Design it mobile-friendly by making sure that all the elements can be seen on smaller screens.
#8. Not Tracking The Performance Of Your Videos 📊
Video marketing campaigns do not end when you host the video on digital platforms.
To make sure your videos provide the best possible ROI, you need to monitor if you’re posting them on the right channels in front of the right audience at the right time.
Therefore, you need to pay attention to video analytics to measure video performance. If you can’t measure something, then how can you manage or improve on it, right?
From click-through rates (CTR) to conversions, there are plenty of metrics you can track to prove the ROI of your video.
👉🏼 By looking at the essential metrics you focused on, you know how audiences interact with your videos.
When you have a solid understanding of how your videos are viewed, shared, or rewatched, it would be much easier to discover which part of your video marketing strategy needs to be doubled down or even cut off.
How To Create High-Performing Content For Video Marketing Strategy
The video marketing field is a crowded, crowded market. More than 500 hours of video on YouTube are uploaded to the platform every single minute worldwide.
That means that it’s only getting tougher and more challenging to make your video content visible and noticeable for your target customers.
With all those common mistakes mentioned above, it should become much easier for you to plan a more effective video marketing campaign and avoid the pitfalls.
And to make it even easier, below are quick best practices you need to follow to ensure you create a high-converting video for your video marketing campaign:
Start With A Powerful Intro 📢
The old saying "save the best for the last" is a myth about marketing videos. Instead, you need to make your videos start strong to attract the audience's attention.
Even if the sweet spot for an engaging marketing video is 2 minutes, you only have 8 seconds to get your audience’s attention.
You can start your videos by highlighting the pain points your target audiences have. This way, they can connect with your content right off the bat and are convinced to watch it all the way through.
Focus On Telling a Story 🎬
Videos provide an easy way to show off your brand’s personality through storytelling.
👉🏼 And in this noisy digital marketing landscape, stories can improve your overall marketing campaigns as they elicit emotion.
You can also take a stab of humor to humanize your brand and add a lot of fun and energy to your videos. For example, see how Dollar Shave Club created an iconic marketing video by using dry humor and a story-driven narrative.
Opt For Animations 🦄
Animation has now become a crucial part of video marketing.
It helps you explain complex concepts in a cost-effective and visually appealing way.
So, if you want to market a product that needs a more complex explanation, you can utilize animation to demonstrate what has to be realized easily.
Go Beyond Your Website 📱
To get your marketing videos the limelight it deserves, you need to go beyond your website or landing page.
Consider also hosting your videos on social networks such as YouTube, Twitter, Instagram, or Facebook.
Here’s why social media videos are crucial for your brand:
- Over 2 billion logged-in users visit YouTube each month
- There are 8 billion daily video views on Facebook
- Sponsored Instagram videos generate 3 times more comments than sponsored photos on the platform.
- There are around 1.2 billion video views on Twitter per day
Final Thoughts 💁🏻♂️
Running an effective and high-profiting video marketing campaign is no small feat.
However, there are some pitfalls to avoid to ensure that your video is performing well, helping you reap all the benefits you deserve.
Now that you understand some biggest video marketing mistakes and how to create stunning marketing videos, you’re ready to take your next campaign to the next level!
This article was written by Andre Oentoro. Andre is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).