While video-based content has a strong appeal to audiences compared to other formats, not having a foolproof marketing strategy in place won’t yield the desired results.
Video marketing campaigns have emerged as one of the popular ways to convey a brand’s message. With prospects and customers seeming to watch videos rather than consuming information via written text, creating video marketing campaigns is a great choice. In fact, as per Cisco Annual Internet Report (2018 – 2023), nearly 82% of the traffic will be all videos that suggest more internet users want to find and browse the latest information in the form of video. The marketing strategy also conveys product messages that most people are often reluctant to find for themselves. While this shows that video marketing can help marketers finally reach out to as many customers as they hope, they must have a foolproof video content marketing strategy in place. If not, they are more likely to make mistakes that will not drive the success they are hoping to achieve.
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Here are four video marketing mistakes that brands should avoid:
Not defining goals
Goals are a critical aspect of every project campaign. If they are defined well, brands will simply waste their time and money creating an effective video marketing campaign. Therefore, brands should define goals before they make videos. This will help them to determine the type of content they need to meet their defined goals. Additionally, brands must post them across the customers’ touch points, especially social media, to reach a broader audience.
Not knowing the audience
Not knowing whom the brands should target can create an imbalance between the product as well as the expectations of customers resulting in a failed campaign. Additionally, targeting the wrong audience will not yield the desired results while wasting a significant amount of time and resources. Hence, brands should create videos for the right customers who are more likely to buy the product.
Wrong video format
Most marketers consider following the 80:20 rule where over 20% of the videos are long (2-3 minutes) since ads take much time to go live. While such lengthy videos are good for providing more information, they don’t provide the expected results when placed on social media platforms having time limitations. Hence, it is crucial that brands should make videos that are short and engaging and keep the people watching the content. They should provide a good enough reason for them to continue learning about the product information in a short period of time. This moves the audience in the direction of positive purchase decisions.
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Delivering unclear messages
While trying to persuade the audience about a particular product or service, many brands fail to create a compelling story. This creates confusion among the audience about the messaging. Moreover, the video marketing content that doesn’t provide clear information can lead to traffic loss and viewership. Hence, before creating the video content, brands should set clear messages and create a compelling story around it.
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