Take a second to ask yourself this question: “How many videos have I watched today?” If you’re like most people in the United States, you probably have watched more than an hour of internet video today alone.
We watch internet video on our smartphones, tablets, internet-connected TVs, or computers—just about every digital device under the sun. With video already cemented as an integral part of our daily lives, cultivating a video marketing strategy is key for your brand to stand out amongst the crowd.
This year, video has gone from just another marketing tactic to something you base your entire business around. More than 50 percent of consumers want to see videos from brands. Viewers also retain 95 percent of a message when they watch it in a video versus 10 percent when reading a text. (Maybe we should have made this article into a video!)
Why is that? Video provides a more visceral experience as opposed to other forms of media. You can evoke emotion, inspire, and reach people in a more authentic and shareable way. Video has high levels of engagement, and the visual nature of our devices has only accelerated the video marketing trend.
In light of this, all social media platforms are quickly pivoting their focus to video. Mark Zuckerberg believes that the future of the internet is video, and he has hedged that bet by launching two stand-alone video products: Facebook Watch and IGTV. The goal of these products is to maintain video channels without overpopulating the news feeds with video content.
For most brands, creating long-form video content for Watch or IGTV may not be the right strategy depending on the type of content you provide. In fact, many brands do not seem to understand why it is important to cultivate a video marketing strategy at all.
Imagine if NASA or SpaceX didn’t strategize before they launched multi-million dollar rockets into the stratosphere? The result would be catastrophic—and a big money pit. While you probably aren’t building rockets, a lack of strategy could still send your brand’s video marketing crashing and burning.
It’s easier to produce video content than ever before, but it is harder to get noticed. Everyone is in media overload. Let’s explore mistakes brands make when cultivating a video marketing strategy, so you can sidestep a failure to launch.
Not Planning Ahead
One of the biggest mistakes marketers make with their video strategy is not planning ahead. Most businesses create one or two videos just because everyone else is doing it. Then, when their video content fails to move the needle client-wise, most just give up.
What story are you trying to tell? Who is this video for? Are you just making a video because everyone else is doing it?
Your video should drive your strategic process. If you are making a quick, instructional video, then maybe Facebook is your best place to roll out your video. If you are trying to drive engagement with colorful or interesting visuals, Instagram may be the best option.
A well-planned, effective video marketing strategy will not only promote your business but convey a level of competence that can differentiate you from your competition. Just keep it simple: Focus on the story you want to tell, focus on people over products, figure out the best place to launch your video, and have a short and sweet call-to-action.
Not Focusing Your Message and Goals
The whole point of strategizing is to create focus. Many companies lose focus on what their core message is or why they are devoting resources to a specific project. Let’s say you create a video that explains every detail about your business from your mission statement to your products. Your message is going to get lost amongst the clutter.
Instead, try to focus on one specific aspect of your business and build your strategy from there. Brevity is the key to shareable and memorable content in video marketing.
By focusing on one subject, you make it easier for the consumer to recall your brand. Always include a clear takeaway that carries the message you want to convey.
Not Making Consistent Content
When it comes to creating content, you need to not only have consistent content but consistently timed content as well. If you only put out a video here or there over the year, you will not remain in the customer’s mind for very long.
Have you ever watched any football games lately? Have you ever noticed how many insurance commercials there are? There are likely 100 different types of insurance commercials you’ll see during a break in the action.
So, what gives? Well, insurance is not a particularly sexy product, so consumers quickly forget about it.
By consistently reminding the consumer of their insurance options, these companies push themselves to the top of the mind. These brands also create jingles and other mascots that further consistency, like the GEICO Gecko or the Aflac Duck to name a few.
Create a content calendar that guides what you’ll focus on week-to-week. A good rule of thumb is to put out a video about every two weeks so that you stay in the customer’s consciousness. Here’s a guide from INC.com that can help you figure out when it’s best to post on different social media sites.
Not Addressing Your Target Audience
When you speak to everyone, you speak to no one. If you already have market research on who uses your products, then you need to find out were these customers tend to watch their video content.
Does it make sense to tease products on Snapchat or Instagram? What about an interview or documentary on Facebook? Find the platform that fits your brand the best.
Choosing the Wrong Producer
Most brands make the mistake of hiring the wrong producer. Sure, anyone can put together a video using their smartphone and some editing software. The real skill comes with producing high-quality content that matches your marketing mix.
Quality content will get your brand noticed—no ifs, ands, or buts about it. Your audience will equate the quality of your video content with the quality of your business.
By 2019, nearly 80 percent of all internet traffic will involve some sort of video marketing. The future of your business success may rely on efficiently cultivating a video marketing strategy. Therefore, it is critical that you hire the right person or company to do the job.