Graphic advertising is so last year. Video marketing is predicted to be the most widespread and effective form of advertising by 2017. Whether you’re just starting to brew some pre-production ideas or you’re ready for your close-up, take the time to make sure you’re not making any of these big video faux pas before you get in too deep.
- Don’t be cheap or lazy.
Video marketing requires just as much thought and attention to detail as other marketing strategies. Don’t think that just because you have a camera on your iPhone that you’ll be able to make a compelling and effective video based on your personality alone. It could be very worth your while to hire professional video storytellers who will know how make business videos shine.
- Don’t post it where no one will see it.
After putting in all of that time and effort, don’t simply embed your video in the far reaches of your company website. After all, the goal of video marketing is to draw people to your website. Use social media and video platforms like YouTube to get more exposure. YouTube has one billion users worldwide, and is shown to be more effective in reaching the 18 to 49 year old demographic than any cable network service today.
- Don’t wait to get your message across.
Video-watchers and web-surfers have a short attention span. If you don’t reel them in within the first ten to fifteen seconds, they’re not going to wait to hear the rest of what you have to say. Remember that this is advertising, not Ben-Hur.
- Don’t think you can make up the dialogue as you go along.
Talking to a camera isn’t the same as talking at a board meeting. That’s why we have actors. Plan exactly what you’re going to say and follow it. In other words, write a script and read it. That way, you’ll avoid excessive “ums” or stumbles that are going to turn your viewers off.
- Don’t give away too much information.
Marketing and web video is all about getting the hook. Draw in viewers with enough information to pique their interest, but don’t give away the whole story. Include directions in your video that tells viewers where they can find out more.
- Don’t run a smear campaign on your competitors.
Positive is always better than negative. We loathe the political campaign season mostly because of the atrocious ads that paint our government leaders as horrible human beings. Focus on the best aspects of your product or service rather than the negative of someone else’s.
- Don’t forget who your audience is.
The new frontiers of video marketing make it tempting to try new and different things. That’s all well and good for creativity, but don’t venture so far outside the box that you’re alienating your customer base. Viral Vine-type video memes of cute puppies might get a lot of exposure, but if they’re not related to your brand, they’re not worth your time and investment.
Video advertising is the wave of the future. Avoid these common errors and let your video do the talking for you.