Let’s face it; there are a lot more business owners trying to find success using video production as part of their online marketing plan than there are business owners actually finding it.
Why? Well, it’s usually a combination of things. However, we’ve been in NY / NJ video production for a long time, and there are some mistakes that business owners in all industries continue to make more than others.
So, let’s go over the most common online video production mistakes business owners are making right now so that you can avoid them when you set out to plan your next video project.
1. They’re all selling and no telling.
It makes sense. When most businesses dive into corporate or commercial video production, they want direct results, so they tend to be a little too direct in their approach to creating their video content.
As longtime NJ / NY video production experts, trust us, the game has changed, especially online. You can’t just blatantly push products into the customer’s face and boast about how great they are and expect that to work.
You need to use the opportunity video gives you to concentrate on telling a story these days. You need to create video content that captivates the viewer and draws them in.
The reason people talk about video being so sharable is because people turn to the medium to be entertained. They don’t expect to become immersed in a magazine ad the way they would a video, and no matter how boring your industry may seem, there are still ways to get creative.
That’s why pre-production is so important. You need to take the time to develop content that will truly pull the viewer in. That way, they’ll associate the positive experience they had watching the video with your business.
With online video, you don’t have to directly promote your products or services to be effective. In fact, you’re better off giving the audience something interesting, informative, and entertaining so that they become invested in your business in general, not just in one product.
2. They try to design a video production solely to go viral.
We’ve heard it from businesses many times in our time in NY / NJ video production; they really want a viral video. That’s all they’re interested in. That’s the only objective.
But the truth is, if you could wire a commercial or corporate video production to go viral, everyone would do it, every single time.
When business owners focus their video production solely on going viral, the video usually doesn’t. In fact, it often results in content that feels forced or contrived.
Videos go viral when the stars align and everything falls into place. You need to be more concerned with ensuring the content within your video is relevant and useful to your audience, and that you’ve done all you can to draw the viewer in.
The point is, going viral isn’t an objective, it’s a hope. You need to define the specific purpose of the video before you make it. If you serve that purpose well enough, then you’ll give the video a chance of going viral, and that’s the best you can do.
3. They either brand their videos too much, or not enough.
While creating high-quality, relevant, useful, and entertaining video content is the most important thing online, you don’t want your videos to be void of any discernible connection to your business either.
That’s exactly what far too many businesses do, either that or they use video production services solely to promote their brand and not to create any high-quality content at all.
Yes, you can simply include your logo or business slogan in each video, but as vets of the NJ / NY video production industry, we’ve come across plenty more creative ways to consistently weave your brand identity into your video content.
Whether it’s through a consistent cinematographic style, a certain color palette, consistent thematic elements, etc., the point is there’s an array of ways to subtly connect your videos to your business while still entertaining the audience.
For more information on why a certain amount of consistency is so important in video production for business purposes and how you can create it, check out our recent post: Why Consistency Is Key in Video Production.
4. They make a single video and expect immediate results.
Many business owners just getting into using video production for business purposes expect astounding results immediately. You must keep in mind that it takes time.
Doing video production right simply takes time and effort, but the results it can yield are well worth it, and while one video can help, more can’t hurt.
Truthfully, there’s a learning process to it. If you don’t find much success at first, you need to use the opportunity to learn why your video content isn’t connecting so that you can continue to hone your video strategy until it does.
Just because it may not be working yet, that doesn’t mean it’s time to call it quits. Video production has become an essential part of any successful marketing plan, and if you need to start from scratch and rethink your strategy, it’s worth it.
The bottom line is, video is here to stay, and if you’re just starting to implement video production into your marketing strategy, then you can’t afford to make mistakes that too many others are still making.
Take the time to research and learn about what’s working and what’s not, both for competitors and businesses using video in other industries. Learn from their mistakes. That way, you won’t repeat them.
About Us: KVibe Productions, a full-service NY / NJ video production company, can handle every aspect of production, from development through distribution. Whether it’s a product promo or demo video, a corporate video production, a feature film, etc., KVibe can take you every step of the way. We create to inspire.