Video nowadays often plays a key role in the marketing strategy of most businesses. However often businesses make several mistakes when creating marketing videos that mitigate its impact and reduce its effectiveness.
Knowing about some of the more common mistakes that are often made when creating marketing videos is a good place to start, and should help you to avoid them. In particular there are three mistakes that should you should be especially aware of:
Going for the hard sell
The ‘hard sell’ is an approach that is aggressive and direct and tries to push potential buyers into making a purchase right there and then. While on paper that may sound good it is rarely effective, and in most cases marketing videos that use it will alienate a lot of viewers and scare off prospective buyers.
Using a softer approach tends to be better for marketing videos and can compel viewers to make a purchase by triggering emotions. In contrast to the hard sell this makes potential buyers feel that they are in the driver’s seat, and is much less likely to alienate them.
Not including a call to action
If there’s one key ingredient that should be in every single marketing video that you create – it is a call to action. At the end of the day your marketing videos should each have a goal, and the call to action is what you will use to steer viewers towards fulfilling that goal and taking the next step.
Without a call to action, your marketing videos will essentially be rudderless – and far less likely to achieve the goal that you want them to. In fact the more compelling your call to action, the better.
Making it about the product, not the story
All of the more memorable marketing videos share one thing in common: A story. The story that these videos tell is what they use to attract and engage viewers, while developing their interest in their brand or products at the same time.
If your marketing videos don’t have a story (or at very least storytelling elements) they aren’t going to have that big of an impact. It could be something as simple as the classic problem-solution formula, but it needs to be present in the video.
Additionally it can help to pay attention to the quality and visuals as well and make sure they look impressive and polished. The post-production stage is important in that regard, and for example you could use Movavi Video Editor to create interesting visuals such as time lapse videos with the steps at www.movavi.com/support/how-to/how-to-make-time-lapse-video.html.
All said and done however you should see how the three mistakes listed above could potentially derail your marketing videos. More importantly you should know what you need to do in order to avoid making those mistakes. While there are lots of other factors that will determine how effective your marketing videos are – avoiding these mistakes will definitely put you in a much better position than you would be otherwise.