Congratulations – you made a marketing video! It was a ton of work, but now you can sit back, relax, and watch the view count climb … right?
Maybe not. See, just posting a video isn’t enough. Like other content you post, many elements go into choosing topics, filming, editing, optimizing, publishing, and getting prospective customers to watch it.
If people aren’t crashing your website to watch your videos, here’s why:
They’re too long
If we only had three words to write about this topic, they would be: keep it short.
But since we have more than three words, let’s look at why. Studies say our attention spans are super short at eight seconds, and 2/3 of consumers report preferring video content of one minute or less.
We’re not saying you have to limit your video to eight seconds (what could you say in eight seconds?!?) or even one minute – just make sure the first eight seconds are engaging enough to grab the viewer’s attention and keep it for the length of the video.
They’re unrelated to your brand
It’s a well-established fact that cat videos are popular. But do cats have anything to do with your brand?
Before you create video content, ask, “Is this relevant to my brand/audience?” If the answer is yes and you can somehow involve a cat, great. If not, put the cat down and slowly back away.
As with any marketing strategy – not just video – always consider what your ideal customer wants. What’s going to help them? What’s going to get their attention AND give them the answers they’re seeking?
The title is misleading
Aka NO CLICKBAIT!
Not only does clickbait alienate your audience, Google penalizes you for it and Facebook has promised to crack down on it – do you need more reasons not to use it?
They don’t make the viewer feel anything
First, we know that emotional content of any type resonates more strongly with consumers than neutral content. Second, if you watch a video that makes you feel nothing, you’re going to feel cheated out of your time. (Even if it’s a “how-to” video you’re not watching for fun, a good how-to video will at least make you feel smarter.) Third, if the video made you feel something, you’re more likely to watch more videos, and fourth, emotions are what make people hit the “Like” and “Share” buttons.
Caveat: Sad, amused, happy, smarter, nostalgic, etc. are all acceptable emotions for videos. DO NOT create videos that evoke negative emotions and/or are deliberately offensive.
The growing popularity of video in marketing is indisputable; Forbes is calling it “the future of content marketing.” It’s a great way to broaden your content repertoire, attract new and different audience members, and step up your content marketing game.