Yes, video production and marketing can benefit any business and brand, in any industry. And yes, more and more people are consuming content via video, which means more and more businesses are making them.
However, did you know that, while incredible amounts of people are turning to video to find the information they’re looking for, far less stick around until the end?
That’s right. Far more people start videos than finish them. So, what are so many businesses and brands doing wrong? We put this post together to tackle exactly that question.
1. They try to do everything at once.
We get it. Many businesses feel like they’re late to the party. So, when they finally decide to venture into corporate or commercial video production, they try to jam a thousand ideas and concepts into one project.
Look, it’s great to be passionate. In fact, it’s usually a necessity, but there’s a difference between passion and unnecessarily longwinded.
It’s not that you can’t ever go longer than 30 seconds. If it’s interesting, relevant, and useful, viewers will stick around for a couple minutes.
However, jamming a bunch of disconnected ideas into one video or explaining a product or service in incredible detail won’t typically keep them immersed.
That’s why you need to determine, beforehand, what it is you’re trying to accomplish with your video, and who you’re aiming it at. Is it a product promo video for potential customers, or an explainer video for current ones. You get the idea.
From there, think show over tell, and less is more.
2. They don’t connect their brand with the content.
It sounds simple enough, but some businesses get so carried away with trying to stand out and be different that they end up with a video that has no discernible connection with their brand.
It’s important to be original and, yes, you do want to try and come up with a concept that’s entertaining or interesting in some way. However, that doesn’t mean you should completely abandon the simple things.
So, you need to make sure to include the basics like your logo in your video and your company website address, and any other visual elements that support or signify your brand. Think about audio as well and try to weave in any slogans or jingles.
Truthfully, though, connecting your brand with your video efforts isn’t just about including these basic elements. It’s about creating concepts and using the various video production services in a way that ties in with the culture, personality, and established voice of your brand.
The bottom line is that you don’t want to put in all the time and effort it takes to achieve a decent production quality and captivating concept only to leave viewers with no recollection of the brand behind the video once it’s over.
3. They choose the wrong video production company.
You’re probably thinking that, since we’re a video production company, we’re just using this as an opportunity to talk about how good we are, and without a doubt, we are good.
But that’s not why this is part of this post. The truth is, choosing the wrong partner to help you make your transition into video marketing is one of the biggest blunders you can make, and many companies continue to do it.
A lot of it stems from the fact that, with video production being more manageable and with tools becoming more accessible than ever, anyone and everyone is making videos, and they all claim to be experts.
However, high-quality video production takes more than a smartphone, and we’re not just talking about better cameras and equipment. We’re talking about know-how and experience.
You need to find people who understand visual storytelling. They need to be able to get a feel for your industry, your company, and your brand identity in order to bring your vision to life in a way that stays consistent with your company’s personality and voice.
4. They fail to properly track their video’s performance.
Many businesses and brands fail when they attempt to make commercial or corporate video production a part of their marketing plan because they don’t manage to consistently measure the effectiveness of their efforts.
Nowadays, there are too many tools and tactics available to keep an eye on the performance of your corporate or commercial video productions. There’s just no excuse for failing to do so.
You can determine which videos are influencing which actions, if any, find new contacts and leads in viewers, and get an idea of views by month and also by the amount of content being watched.
Basically, you can get a bird’s eye view of who is watching your video content, how much of it they’re watching, and how your actual business is being affected by these views. That kind of data is too valuable to ignore.
Avoid these BIG blunders, or you won’t have a chance.
There you have it. There are plenty more video marketing mistakes you can make, especially when just starting to implement video production as part of your marketing strategy.
However, these are the ones you really don’t want to make. Get these wrong, and you can expect almost certain failure.
So, make sure not to try and jam every single idea or concept into your first video. You need to determine a specific purpose and audience and go from there.
Remember to include any visual or auditory elements that connect with your brand too, such as your logo, website URL, jingle, etc., and try to keep your video efforts in line with your brand identity, at all times.
On top of that, you need to avoid partnering up with the wrong video production company. You have to find a team that can achieve a high level of production quality while, at the same time, familiarize themselves with your brand so that they can bring your vision to life, your way.
Lastly, don’t make the mistake of failing to keep an eye on the performance of your videos. Avoid these big blunders and, at the very least, you’ll give your video a shot at going viral.
KVibe Productions is a full-service film & video production company. Whether you’re planning a web promo video, a commercial, a corporate video production, a feature film, or any other video project, KVibe can guide you every step of the way, from development through distribution.