This is a contribution from Jane Frost, a freelance writer and editor with over a decade of experience working in marketing and business development.
Across social media platforms, video is consistently the best performing content. In the last year, Facebook has seen a 700% growth in video views. And with more than than three quarters of Americans owning a smartphone, it seems that anyone, anywhere can capture video. That doesn’t mean that you should though, especially on behalf of your brand. As a marketer, you know that it takes time to develop strategy and create quality content.
This abundance of video on social media has caused many brands to hastily create video without taking the time to think through a plan or determine objectives for the multimedia content. Here are three video marketing mistakes to avoid when producing quality, strategic video for your brand.
Not Having a Distribution Plan
Producing a creative video without having a broader marketing plan and distribution strategy is one of the biggest mistakes in video marketing. We often think of creative ideas and stories to tell without thinking of how and where we’ll share the video. To create your plan, you should think through who the intended audience is, what the call to action is, on which platforms you’re going to post the video, and how you’ll measure the impact of the video.
Creating a Video That is Too Long
Making your video too long is another mistake for your brand. We all know about the perpetual "thumb scroll" on news feeds. Video is a great tool to stop the thumb, even while the internet has trained people to seek out quick, concise content. For the most impact and views, your video needs to be short, sweet, and to the point. Experts advise between 30 to 90 seconds, with 60 seconds being the real sweet spot. With a long video your viewers will scroll past and miss your call to action.
Not Having a Clear Call to Action
Without a next step, your viewer will simply watch and scroll through. It is likely that you want your viewer to do something. Your call to action should align with your other brand objectives. Whether it’s sending them to a page on your website or asking them to follow you on your social channels, a good video needs a simple direction or set of instructions, such as learn more, register today, shop here, etc. In the editing process, ask yourself: would a viewer unfamiliar with my service know what action to take next?
Ultimately, like any content you create for your brand, video takes time and thought to maximize the impact and see results. The potential is certainly there, and avoiding these mistakes, you might make the next viral video.
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