10 Mistakes When Creating a Marketing Video

These are a quick breakdown of the 10 mistakes one can do to avoid when creating a marketing video.

#1. Marketing Video Mistake - You Only Hire a Videographer -  (0:17)
#2. Marketing Video Mistake - No Script - (1:00)
#3. Marketing Video Mistake - Sound is Not Important - (1:27)
Video Content Accelerator Program - (1:52)
#4. Marketing Video Mistake - Bad Video Production Equipment - (2:07)
#5. Marketing Video Mistake - Post Production Schedule - (2:47)
#6. Marketing Video Mistake - Your Videos Are Not Entertaining - (3:20)
#7. Marketing Video Mistake - Not Knowing Your Audience - (4:08)
#8. Marketing Video Mistake - Selling Instead of Informing Your Audience - (4:32)
#9. Marketing Video Mistake - No Call To Action - (5:12)
#10. Marketing Video Mistake - You Don’t Have a Distribution Channel - (5:41)
Wrap Up - (6:30)

#1: You Only Hire A Videographer

This is the most common mistake and it is easily one that can set you back the most. Let’s set the stage, you are looking for a talent that can deliver it all. There is a lot of great talent out there to shoot your videos but not everyone can read your mind, manage your expectations, and deliver a finished product.  When choosing who you want to work with you need to interview them and not go off their showreel. Find out what their strengths and weaknesses are, do they have a team and what projects have they worked on from start to finish and in what capacity. As video becomes a higher demand, good talent will continue to be hard to find. Make sure the videographers that you hire have a good understanding of the brands and culture of your clients. You are looking to create a relationship and build a content team to support your clients marketing initiatives

#2: No Script

You have a lot of messaging that you want to get into one video but can’t quite nail down how it should go. A great video can be as simple as talking directly into the camera and delivering your message straight to your audience. But it does start with writing down your outline and adding in some dialog. It’s hard to show all aspects of the brand in a video that is still entertaining and easy to follow. Your audience needs to be able to follow the messaging from the video and share it with others. Make sure that the message is repeated and clear throughout the video. Don’t try and overcrowd your video with unnecessary production value. The quality of your video comes from the simplicity in the writing.

#3: Sound is not important

This goes for production and post, both areas are very important and can save you a lot of headaches when done right. There are a lot of devices out there now and each has their own way of playing back sound for us to hear. The quality of your sound production carries in the final product and it allows your story to be crafted under any visual you care to show. Sound is more important than the visual. Having a professional sound mixing team to help you finalize your videos help you make sure your message is heard.  A professional will tune your audio so anyone watching your videos will hear it no matter the device.  

#4: Bad Video Production Equipment  

The phone has been helping this improve a lot recently especially since Apple and Samsung began to offer pro devices like the iPhone 11 Pro and S20 Series. But now that we’ve gotten the camera figured out there are other pieces of equipment that go around the camera that are equally important to the production value of your videos. A camera phone is very effective and should be used as part of your video production package. What does matter are all the things around the camera, that doesn’t change. You will still need sound, lighting, props, a set, a script, a crew, and a plan. The quality of your video and sound will help your brand stand out when people are searching for your product or service. The investment into the basic equipment setup can really elevate your videos and help you achieve your marketing goals while also growing an awesome production package that you will use for many years to come.  

#5: Post-Production Schedule

Shouldn’t the video be done already? Setting the video post-production review and delivery expectation is very important for all parties involved. You never want to show an edit too early but you do want to get feedback periodically throughout the process.  Make an estimated guess on timing and share it with your team and client. This can change throughout the process as long as everyone is on the same page. With the script and notes from production, you post team will begin to put together the story and start sharing the versions with everyone. The finishing is by far the most important step in post. When the edit is locked, the job is still far from done, coloring, sound mixing, motion graphics, and polishing the edit will get you to the finish. Share the final with the client  

#6: Your Videos Are Not Entertaining

Your content can be practical but not boring. This is storytelling so make it fun and engaging like your audience is on a journey to learn with you. Studies show that your audience will remember 80% of what they watch rather than what they read. You are making an impression on them so make sure it really sticks by having the video stick out. Figure out how long your videos should be. Keep your videos shot, there was a saying that a Chief Marketing Officer (CMO) I worked with would always say — Too Short To Suck. When your video focuses on delivering the message quickly, your audience can appreciate it and apply it much quicker. There are plenty of videos out there, make yours appealing by getting to the point. Keep it under 2 mins on average unless your content calls for more time. You can always create a multi-part video so your audience can take a break and digest the information you’ve shared.

#7: Not Knowing Your Audience

You need to get your audience's attention with your video content. Connecting with your audience is no easy task when you trying to market your product and services. The video you create needs to focus on a topic your audience will care about and connect with. This come from knowing a common problem and solution that a certain audience needs. You hit that and your audience should leave comments and share your videos on social media.

#8: Selling Instead of Informing Your Audience

Your audience is in search of learning practical skills with the theory behind it. People are learning the skills to do things and at the same time why it’s important. If they appreciate why it’s important they are more likely to continue doing it. They don’t want to be sold to, so get your brand awareness by informing them. Figure out a way to deliver your sales pitches without saying you are selling something. In your videos, offer an additional piece of free content or one on one session to learn more about your client's needs and evaluate if you can really help them. Videos can also be part of your product and service packages. Educational, live streams and instructional videos help your audience go further in their learning. If you need help putting that together you can schedule a call here to go over your creative direction. (Funnel)  

#9: No Call To Action

This is an easy step to forget but definitely one of the most important to remember. You need to let your audience know what to do next. (A Call To Action) Your content has hooked them, your message has engaged them and they are ready to learn more so let's give them a chance to do so. Put your call to action toward the ending of your video. Your call to action will connect them to the additional content that will take the experience outside of the video. You are looking to help people so direct your content to do that one by one.  

#10: You don’t have a distribution channel

Your client has the video they need to get their message out to the public but they don’t have a plan for where to put it. Using Youtube for your social media marketing complements the Google search tool very well. The channel needs to be filled in with your client's branding and current messaging. You want to keep the header image updated and each video should have a thumbnail that’s easy to read. Your channel is a way to connect directly to your audience and hear instant feedback on your videos. This loop in feedback should be used as a guideline to the next pieces of content you will create. Listen to your audience and engage with them around the concepts and insights that drive them to appreciate your content and put your practical knowledge into action. Keep your channels message clear and true to its voice. This is a create, learn, and repeat environment for your brand to grow credibility and reputation in the desired space. Summary Video content creation will become commonplace to grow your brand and product awareness. It’s a fun and interactive platform that will become an even better experience as we continue to use platforms like Youtube, Instagram, TikTok, and Twitch. I hope this has helped you avoid making the mistake we’ve covered the next time you need to create a video.

Watch More Videos