If you’re reading this, you have probably already created a marketing video for your business and you may or may not be happy with the results. Jumping straight in and creating your first video is good, but it’s also important to take stock of what went right and what went wrong so that you can improve for next time. There are any number of things that could contribute to your video not being the success you wanted it to be, but this article will discuss seven of the issues that occur most often for first time video makers.
Not Enough Prep Work
I’m going to go out on a limb and guess you did not do enough (if any) prep work for your video. Maybe you had a script, which is definitely important, but you more than likely missed a few things when writing. The majority of the below points will outline some of the things people forget when prepping for their first video.
Not Knowing Your Target Demographic
You may know who you want to sell to, but do you know what they like to do? What websites do they visit? How often? What do they do when they’re not online? How can you relate your product back to any (all?) of these answers? It’s important to know about your customers so that you can not only more accurately guess where they are most likely to see your content, but also what kind of content they would like to see.
As an example, let’s say that your target market is males between 18-35 who enjoy watching sports. What websites do they visit? Where do they hang out? Who do they hang out with? It’s probably safe to say they don’t visit beauty websites or go to the makeup department at the mall, so why bother having your videos there? Instead, focus on websites that talk about sports statistics and sports bars.
Sometimes your customer and the consumer are two different people. If this is the case, you need to make your video appeal to both parties so that the consumer is interested in using your product once it is bought by the customer.
Not Knowing Your Competition
This goes along with the topic above. Not only can knowing what your competition is doing help show you what they are doing correctly, it can also give you ideas of what they aren’t, and how you can improve and stand out. Where are they selling? What is their video focusing on? What can your product service do that theirs can’t? Why is that important enough to make your customer switch to your product?
What’s the Message
Maybe your video didn’t do well because people didn’t understand what it was about. Sure, you talked about the product and what it does, but you completely glossed over why that’s important and necessary to your audience. Informing your potential customers about the technical aspects of your product or service is important, but so is telling them why it is necessary. The message shouldn’t be blatantly obvious, you don’t need to put it in big flashing lights, but it should be the takeaway when the viewer is finished watching your video.
Your Video is Boring
Perhaps you put your message in the video, but not until the last 30 seconds of your three and a half minute long video. If your video doesn’t keep the viewer’s attention, they might not finish the video to get the message. Or, if they ended up watching your video, they forgot all about it after a few moments. It’s important to keep your videos fun and entertaining to keep the viewer’s attention.
Think of your video as a short movie. There should be a beginning, a middle, and an end with an impactful resolution. Your video can (and should) be informative and entertaining at the same time in order to keep people watching, and by extension excited about your product or service.
Bad Camera Work/Editing
Now that we got all the prep work out of the way, let’s talk about actually filming your video. It is true that video quality in-and-of itself is not a big factor in what your audience will take away from it, but there are definitely things you can do to maximize your video’s quality.
Camera work is a big thing that can make a video hard to watch. Does your hand shake when you hold your camera for too long? Is it difficult to film yourself while holding the camera? A tripod is a great way to make sure you are getting consistent shots that don’t wiggle or randomly change angles.
How many cuts do you have in your video, meaning how many times does your camera angle change? Too many cuts and it can be jarring and overwhelming to your audience, or too few and it can bore them to the point of them turning the video off. A happy medium is important, but also difficult to master.
In addition to the visual side, there’s the audio side to think about. If there’s background music, is it is too loud and does it drown out someone talking? Does it match the tone of the video? When someone is speaking, is there excessive background noise, such as humming/buzzing or cars on the street, making it hard to hear the speaker? No matter how good the visual side of your video is, the audio is just as important.
Finally, having unrealistic expectations for how your video ends up looking to you and your target audience, as well as getting found by your target audience, can make any impact seem smaller than it actually is. Video creation is something that takes practice, and is not something most people are going to be able to do perfectly the first time around. Even if your video is flawless, it takes time to get traction. Did you share it on all your social media platforms? Were you using appropriate hashtags and keywords? All of these things could be contributing to your video not being a success. Fortunately, there’s always next time. If at any time you feel overwhelmed, we can help!