When it comes to the best way to market one’s brand on the Internet, video marketing trends pretty high. That’s because consumers watch video online more than anything else. YouTube boasts more than four billion views of its video content every 24 hours.
As a result, it’s anticipated that spending on web video productions will account for a third of all global ad spending in the next five years — so it’s likely that your brand is already taking part in a video marketing campaign.
Could your good intentions for your brand’s video marketing content be going all wrong due to a silly mistake? To make sure you are able to maintain the highest level of video marketing effectiveness possible, take a look at this list of the three most common mistakes marketers make with their video content:
Mistake 1: Only using view count to measure a video’s success.
It’s extremely common for brands to consider a video successful or not just based on how many views it gets. However, view count fails to take a number of things into account regarding consumer behavior, such as how long the viewer stayed on the page and whether or not the viewer clicked through to the company’s website. That’s why it’s essential to use all available video marketing metrics when analyzing consumer reception to video marketing content.
Mistake 2: Focusing on style over substance.
It’s great to have top-notch graphics and HD video quality in your brand’s marketing videos, but these things mean nothing if the consumer doesn’t get anything substantial out of watching the video. The best video content should tell a story, inform, elicit an emotional response or cause the consumer to ask questions. Web users have the whole world at their fingertips, and they won’t waste their time watching a video that doesn’t hold any value to them.
Mistake 3: Trying to create a TV commercial.
It might seem like a good idea to just transfer the same characteristics of TV commercials over to online video marketing content. However, the Internet is a completely different medium to television — so your brand’s videos should never mimic the style of a commercial. The most successful brands on YouTube today create content that holds an end value to the consumer, and doesn’t try to sell anything to them.
Do you agree with this list? Know of any other mistakes marketers often make with their marketing content? Share with us by leaving a comment below! Continue.