Online video marketing has become a staple, with 81 percent of companies producing video content for their websites and 69 percent producing it for social media, according to the 2014 Online Video Production Trends Report.
“There are loads of marketing videos on the web now, and some are extremely effective,” says Jennifer Santoro, integrative marketing specialist and chief happiness officer for InVidz Smart Video Technology, (http://InVidz.com). “But there are plenty that just don’t work.”
Santoro says she’s noticed common themes among the latter group. Based on those, here are her five ways to ensure your marketing video will suck:
1. You Take too Long to Get the Point Already
In the age of the “tweet,” marketers have only a few seconds to capture a viewer’s attention. In order to get the viewer to engage, a marketer must consider the main point of the video and then clearly communicate that message quickly. The attention span for video watching seems to be about 60 seconds, so viewers won’t want to hear a rambling message. Every word counts! Don’t use five words when three will do. This is where the practice of writing, rewriting and then rewriting a script helps.
2. Video Content is Inauthentic
Today’s consumers value authenticity and they can smell B.S. a mile away. Never portray yourself or your company as something you’re not. Embrace who you are and what you actually offer; people will relate to and engage with that content. As soon as viewers suspect pretense, their trust will be gone. In today’s market, the truth shall set you free. Take some time for self-reflection about what you offer potential customers and authentically communicate that message.
3. Distracting Noises
First rule? The visual can suck but the audio can’t! Visually you don’t have to do anything fancy. A simple shot of you speaking in front of a nice background can be effective. But distracting noises in the audio will kill your video every time. If you’re on a budget, invest in a decent microphone as opposed to a fancy camera. It’s amazing what you can do visually with an iPhone. However, without a proper microphone, the recording will pick up too many distracting noises. Try the Audio-Technica ATR-3350 Lavalier Omnidirectional Condenser Microphone to get started. It’s affordable and compatible with an iPhone; you just need the adapter.
4. The Intention of the Video is Unclear
This goes back to No. 1 and the importance of knowing your message. Don't get distracted by special effects and features or telling elaborate stories. Simply convey a clear and concise message. Never shoot a video simply because you think you’re supposed to have a video. If that’s your only reason for shooting one, you’re pretty much guaranteeing it will lack intention for the viewer. BEFORE you ever pick up your audio equipment and camera, clarify why you want to do a video and what you'd like to convey. Then compose your script around that.
5. Viewers Can’t Take Immediate Action
The whole point of a marketing video is to move the viewer to take action. Internet video marketing technology has advanced significantly with the dawn of the smart video, which allows viewers to immediately respond. We all know the power of the impulse buy! Consumers are much more likely to follow through on a decision if they can act upon it instantly. Therefore, smart videos are a marketing video’s best friend. If you haven’t already started using a smart video marketing platform for your videos, it’s time to start.
“Remember the rule of quality over quantity,” Santoro says. “One extremely effective video is better than 10 ineffective videos."
Jennifer Santoro holds a master’s degree in Integrated Marketing Communication and Management from the Florida State University and is a specialist in online video marketing. She’s the Chief Happiness Officer for InVidz Smart Video Technology, (InVidz.com). A certified pofessional coach through the Institute for Professional Excellence in Coaching, she has more than 10 years of professional communication experience in the non-profit and private sectors.
Current Issue - May 2024