11 Jun You May Be Doing Video Marketing Wrong
Video marketing is no longer something reserved for only big brands and businesses. Nowadays, anyone can make a video—and they should, because there are many benefits to using video to market your brand.
Our world today is obsessed with video. Just take a look at the number of video-optimised social media platforms out there.
But does this necessarily mean video marketing works?
With everyone watching videos these days, what’s the likelihood of them watching yours? Especially when there’s always another better quality, higher-budget video out there for them to look at.
Maybe you’ve tried video marketing, but after you’ve put in money, time and effort, you didn’t get any ROI for it.
Statistics have shown that videos do work. Video is definitely a versatile and engaging medium that can be utilised to convey messages to your target audience.
Consumers do want to see more videos from brands.
People are influenced by the videos they watch, and they watch videos to understand brands like yours better.
So what could be wrong with your video marketing strategy?
Here are some questions you can ask yourself about your brand’s video marketing.
1. Are you telling a story?
The number one mistake brands make when turning to video to boost their SEO, conversion rates and sales is making a video for the sake of it.
Video marketing is more than just making an advertisement out of moving images (and words).
Video has the power to captivate with just a few seconds and keep people enthralled until the end. People are drawn to videos because they want to know what happens next.
What’s the rest of the story?
It’s more than just giving consumers something new and surprising to look at. It’s giving them something to think about. If you’re not telling a story, then people will turn their attention to those who are doing just that.
2. Is the story relevant to your marketing goals?
Okay. So tell a story.
But along the same line of reasoning, you could end up making a video that tells a story just for the sake of being entertaining.
You can tell all sorts of stories with video. You could explain how a product works, you could talk about how your brand came to be, you could show how your brand adds value to a consumer’s life, you could tell your client’s story…
The possibilities are endless!
But does the story you’re telling have something to do with your marketing goals?
Are you trying to sell a new product? Then don’t make a video detailing the history of your brand.
Are you trying to spread awareness of your brand? Then, don’t make a video unboxing your latest product.
Yes, your video should make people think. It should tell a story. But the story you choose to tell has to lead the viewer towards a relevant call to action for it to be video ‘marketing’.
3. Is your video relatable?
Although you might envy those large brands with thousands of dollars to throw into making high-budget videos with a professional crew and the latest equipment out there.
This might not be the best way for your brand to use video.
Think about what you scroll past on social media. I’m guessing it’s the well-edited, professionally-produced paid ads that pop up on your feed every now and then.
Consumers like ‘authentic’ content. Content that shows you understand and relate to them. Content that shows you know and empathise with their needs and desires.
So there’s no need to blow up your budget making an unnecessarily sophisticated video ad for your brand.
All you need is a little budget and a desire to communicate with your target audience.
4. Have you optimised your video for SEO?
So you have a video. It tells a story. It has a call to action. It’s relatable.
But why is no one watching it?!
We know people like to watch videos—a lot of them. But because of that, it’s easy for your one video to get washed out to sea along with the rest of everyone else’s videos.
When the video’s complete, most brands think they’re done with the video marketing process.
Not at all!
You still need to think about SEO. In fact, it would be good to think about SEO before you make your video.
The entire Internet runs on algorithms and algorithms sort out content with keywords and tags. And keywords and tags are how people find your video.
So producing a video without a relevant title, a meta description and the right keywords is like switching on a torch without first putting in the batteries!
Do a bit of research into the keywords that your potential viewers will look up. Ask yourself, who is my target audience and how will they find me?
Having a clear idea of what your video is about will also help you determine which keywords to use. Coming up with a meta description for your video will also boost its SEO and intrigue viewers into watching it.
This is especially important if your video is a paid ad. After all, you want maximum ROI for your efforts!
Want some help with your brand’s video marketing? Learn more about our videography services here.