With more
businesses utilising online video marketing as part of their marketing
strategies more than ever before, Waseem Saddique Marketing Services provides some
essential tips for avoiding common online video marketing mistakes.
Following on
from a recent release published by Waseem Saddique Marketing Services, this
second instalment of top tips for avoiding common online video marketing
mistakes offers further insight into those things that businesses should avoid
when launching an online marketing video campaign.
Waseem
Saddique comments: “Online video marketing represents a substantial opportunity
for businesses to reach a mass audience in a unique and innovative way. As
video production can be quite costly, businesses can scarcely afford to get it
wrong.”
Some common
online video marketing mistakes to avoid:
- Giving too much information
One
of the most frequent mistakes that occur in online marketing videos is
information overload. Viewers are only capable of absorbing information in
digestible snippets. Therefore, it is important to identify an engaging topic
and stick to it.
One
of the fundamental factors leading to boredom is a video that jumps between several
different subjects, offering no particular focus, leaving the viewer confused
and perplexed as to what the video is about. Furthermore, a video that becomes
too technically informative leads viewers to switch off and navigate away.
How
to avoid going into information overload – Brainstorm ideas and stick to the
essential points that will form the foundation of an online marketing video.
Include information that will entice the interest of a viewer, not you
personally.
- Too much emphasis on ‘going viral’
A
common misconception is that businesses feel that the measure of online video
marketing success is based on a video going viral. Whilst it’s a great
achievement to see a video go viral, the question one has to ask is does it
make sense from a commercial perspective?
It’s
all well and good having a video that achieves 1 million hits, but if it only
generates £1,000 of revenue does that represent a success? On the other hand if
a video only results in 10,000 views, but generates £50,000 worth of revenue,
which would a business director be happier with?
Furthermore,
companies need to consider whether ‘going viral’ is viable for their business.
For instance, a sole trader will not require global exposure from a video as it
could lead to overwhelming numbers looking to use the service, which quite
simply a sole trader could not handle.
How
to avoid making viral too contagious – Don’t be blinded by the glamour of going
viral. First things first, a business video needs to appeal to your target
audience, viral exposure is a bonus.
- Thinking that YouTube is the only option
YouTube
is arguably the largest social media site for video sharing. The problem this
creates for many businesses is that they fail to recognise that there are
plenty of other video sharing sites available also. Only using YouTube means
that a business will restrict its reach when it comes to online video
marketing.
How
to avoid becoming YouTube dependent – Simply explore other video sharing sites
besides YouTube, such as Viddler or Vimeo, which rank in the top 5 video
sharing websites.
- Creating confusion
It’s
not always the case that an online marketing video is as straightforward as
promoting a product or service. In some circumstances a video can focus on a
particular aspect. When focusing on one particular concept it’s vital to make
the concept as clear as possible to avoid creating unnecessary confusion.
Waseem
Saddique states: “The most successful online advertisements have stuck to a
central principle, offering a simple concept for viewers to focus on, which has
led to a video not only going viral, but generating impressive business
revenues.
How
to avoid creating confusion – Employ the services of a marketing agency and
instruct them to come up with a creative concept that best illustrates the
business. If finance is an issue, just be sure to make your concept clear and
relational to the business brand.
- Short cuts in production
Cheap
and cheerful may save a business money, but in turn a cheap video production could
also be deemed a waste of money. Cutting
corners is noticeable when it comes to video and poor quality video production
represents a lack of professionalism. First impressions count and whilst there
is no need to go overboard and become overly flamboyant with a video, the content
you present on screen needs to be of a standard that represents quality to your
audience.
The
quality of a video production will influence audience perception in regard to a
brand. It’s therefore imperative to invest the essential time and money into a
video production as the end result will be much more impressive.
How
to produce a quality video – A professional job requires a professional in the
field, so serious consideration must be given to hiring a video production
expert.
Waseem Saddique concludes: “The competition for forcing one’s business brand to the
forefront of consumer attention is fierce, with new and innovative ways
emerging all the time to impact the market, online video is one of them.
Therefore, it’s crucial to get a video right first time round.”
