It’s no secret that video content is easier, cheaper, and faster to create than ever before, which is why it seems like everyone in every industry is making it now. However, just because everyone’s doing it, that doesn’t mean they’re doing it right. In fact, many brands, marketers, and videomakers are still making the same big mistakes people have been making for years.
It’s understandable, too. After all, as new people continue to try their hand at video production, you can expect a lot of rookie mistakes to be made, but it’s not just the newbies, as many people who’ve been creating videos for a while continue to repeat the same old mistakes over and over again.
Why? Well, there are a lot of possible reasons, but the bottom line is that you don’t need to know the why; you just need to avoid making those same mistakes. So, being that we’ve been in video production and marketing for years now, we thought we’d let you know about a few of the biggest ones you need to avoid, or stop making immediately.
Mistake #1: Exhausting the audience’s attention spans.
We all know that attention spans aren’t what they used to be. With all the options and alternatives out there, not to mention the multitude of potential distractions, it’s harder than ever not just to hook viewers in nowadays but to then maintain their attention long enough for them to watch your entire video. For some tips, check out this post, How to Maintain Attention and Keep People from Abandoning Your Videos.
But believe it or not, one of the biggest mistakes people are still making when it comes to video production and marketing is asking for too much attention. Why? Well, they figure that since it’s so difficult to get the audience’s attention now, they need to throw everything they can think of that could possibly pique the viewers’ interest and keep them watching.
However, when you take that approach you run the serious risk of exhausting those delicate attention spans of viewers. Even if the information you’re bombarding them with is relevant and interesting to them in some way, if there’s too much of it then there’s too much of it and they simply won’t put themselves through that kind of experience.
Yes, viewers want interesting, worthwhile content, but they want it in easily digestible bits, not all at once. Remember, one of the biggest attractions of video is that it doesn’t require much out of audiences. They just have to sit back and watch, but if you start throwing a ton of information at them, then it’ll start to feel like work and they’ll head elsewhere.
Mistake #2: Either selling too hard or failing to connect at all.
Many of the brands, marketers, and videomakers who’ve been at video production it for a while have at least started to come to terms with the fact that coming outright and selling to their audience just won’t cut it anymore. Most know that if viewers start to feel like the content is all about you and not them, then they won’t likely feel any reason to stick around.
That’s why so many videomakers have shifted their focus away from bragging and convincing and moved instead to entertaining, education, and/or informing their audiences. They know that the viewers and their needs must come first if they want to have any chance of getting those viewers to watch their videos and keep watching through the end.
But what all this has led to is a ton of videomakers creating content that either leans too far in one direction or the other. On one hand, there are still plenty of videos being produced that are all about the makers themselves and their hard sell, yet now, there’s also a lot of video content being created that has no discernible connection to the videomakers nor their mission.
So, what’s the solution? Balance, that’s what. Yes, the audience’s needs and preferences must always come first, but you also need to make sure that the videos you’re creating connect and align with your own identity, voice, and mission. Don’t just tell stories that your audience will love, but tell stories that speak to who you are and what you’re all about as well.
Mistake #3: Treating video like any other medium.
Whether you’re just getting into video production & marketing or you’ve been doing it for a while, chances are that, at some point, you felt compelled. Maybe it was a competitor’s video you saw on their website, something you heard an expert say, or maybe it was something you read in a blog like this, but the point is that something made you commit to trying your hand at video. So then, why are so many people creating video and talking about how great it is?
Because it works, that’s why, and the main reason it works is that video offers something that no other medium can. When done right, it makes for a uniquely immersive experience and allows you to tell your story like no other tool or technology can. Also, like mentioned above, it doesn’t ask for anything besides attention from the audience.
However, for one reason or another, there are still an incredible amount of people making content that doesn’t fully take advantage of all that video has to offer. Whether they’re just stuffing their videos full of information straight from a brochure, failing to utilize B-roll to enhance the overall viewing experience, etc., many brands, marketers, and videomakers just aren’t taking full advantage of the power of video.
Either that or they’re just misusing the power of video, but the bottom line is that video production offers too many unique storytelling possibilities for you to treat the process like you would writing a story on paper, making a poster, etc. Instead, try to create content that’ll make the most of the medium, and for some video storytelling tips, check out this post, Storytelling Tips for Helping Your Videos Connect with Social Audiences.
In video production & marketing, some mistakes just cannot be overcome.
Look, video production & marketing is like any other craft. There will always be mistakes to be made and more to learn. That’s just the way it is, but the bottom line is that some mistakes are more costly than others. Some mistakes you just can’t recover from, no matter how much you experience you yourself nor your video crew has.
These are a few of those kinds of mistakes, and while there are plenty more, avoid these and you’ll be far better off. Good luck, and check back with us in the future to learn about more mistakes to avoid as all as tricks to creating better video content.
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.