The barrier to entry for video creation is low. For marketers this can be a blessing and a curse.
A blessing because we can create marketing videos quickly and affordably through our phones. But it’s also a curse, because if we actually want to stand out from all the noise, we need to think more creatively about the content we’re actually creating.
This blog post is about the 8 reasons why most brand videos suck… and hopefully will act as a guide on how you can do better.
1. It didn’t produce results
Taste is subjective. Maybe your Director loved the video. Maybe the FD hated it. Ultimately, none of that matters if your video didn’t produce any results.The first step is to think about what success actually looks like for that piece of content. Is interactions? Is it click-throughs? Maybe it’s conversions?
Sometimes it’s really easy to tell, especially when you’re running ads. But when you’re producing brand pieces that are more targetted towards increasing awareness, it can be difficult to track relevant metrics. This is where platforms like Google Analytics and Vidyard can become extremely useful, because of their detailed tracking insights.
In the end, if your video didn’t cause any kind of reaction, engagement or interaction, it was either a bad video or poorly distributed.
2. It wasn’t planned out
Planning your video is one of the most important aspects of the production process. If you haven’t planned out your story, shots, purpose, message, locations, content, pace and more, then you are setting yourself up for a spectacular flop.
Don’t over-complicate things if you’re self-shooting. Keep the content concise, keep the shots limited. If you’re working with a production company, then they should help you with all of this. If you work with us, we’ll help you with planning AND we’ll feed you cake. No brainer.
3. It’s a vanity project
Have you ever been on a date and all they did was talk about themselves? Did you date that person again? Exactly!
You’re phone is not a mirror. It’s a portal. A portal to the rest of the world. And they can hear you my friend. But if you want the audience to actually listen, then the video needs to help them and not just be about you.
Vanity projects aren’t very popular… especially with an audience that doesn’t know you yet. Don’t get me wrong, the odd personal post or work celebration here and there is fine. But if your video contains too much use of the word ‘we’ or ‘I’ then you’re on the wrong track!
4. It’s cringey
Who are you? What do you stand for? What do you want to be remembered for? The answers to these questions are extremely important. You see, without knowing this, how can you craft an authentic message?
Authenticity is crucial when it comes to communicating effectively because without it, you’ll lose the trust and attention of the audience.
A video that lacks authenticity will always come across as cringey. So next time you think about shooting your video blog in front of a Ferrari… don’t.
Ok but seriously, next time you want to shoot a video, ask yourself: is this really us/me?
5. It’s boring
What makes a video boring? Well, I once sat through a 4 hour lecture on dental implants. It was extremely comprehensive, delivered by a world-leading dentist and packed full of information. But 5 minutes in, I wanted to cry…. I was so bored.
Why? Because it was totally irrelevant to me. This links back to point 3 and thinking about your audience.
It doesn’t matter if your content is brilliant. If it’s not linked to the needs, priorities or challenges of your target audience then it’s irrelevant and ultimately it’ll be boring!
PS: We were filming the dentist thing so I had to stay!
6. It lacks structure
In 350 BC, Aristotle wrote that a play must have a beginning, middle and end. Over 2300 years later and ain’t much changed.
It’s something that is so blindingly obvious now that we all take it for granted. That simple structure is so ubiquitous in our lives that we just expect it to be present.
If you don’t have a clear structure to your video, you’re going to fall short. The content won’t be as effective and you’ll have trouble resonating.
7. It’s not part of a strategy
One good video is ok. But one good video is NOT good video marketing.
You see, for your video to reach its full potential, it needs to be part of a wider content strategy.
Perhaps that strategy includes more videos. Perhaps it leads to a downloadable guide or a blog post. But either way, it needs to be part of a larger strategy that is aimed at nudging your prospects through the sales funnel and converting them into a paying customer.
Get your strategy right if you want your video not to suck!
8. It’s a one hit wonder
The digital landscape is extremely dynamic.
Social media is a fast flowing river of content. Post your video more than once, because lots of your audience won’t see it the first time.
It’s absolutely ok to keep posting the same video, just give the content some breathing space.
You’re not making an instagram story; it doesn’t have to disappear after 24 hours. So post it multiple times over a 3 – 6 month period in order to give yourself the best chance of success.
Which of these 8 sins have you committed? If you’ve answered none, then you’re on the way to video marketing success! If you can spot a few, it’s time to reconsider you approach to video marketing before you start creating your next videos.
If you could benefit from some professional support with your video marketing strategy, Life Media UK are here to help you to see real results from video – without the headache of creating it all yourself.
Chat to us today about how we can transform your video marketing activity into a well-oiled lead generation machine.
