Apr28

4 Potential Pitfalls of Video Marketing & How to Avoid Them

video marketing

Video marketing is on the rise, gaining widespread acceptance among consumers and companies alike as a powerful, user-friendly way to promote, educate and inspire. Online videos currently make up half of all data traffic on mobile-enabled devices like smartphones and tablets, and experts predict that by 2018, nearly 80% of all consumer Internet traffic will contain video content such as explainer videos, ads and promotional media.

And it’s not just consumers who are driving up these stats – HighQ reports that in 2015, 75% of business executives they surveyed “watch work-related videos at least weekly”, with 54% of senior executives sharing “work-related videos with colleagues at least weekly”.

So, it’s no wonder that explainer videos have surged in popularity among marketers and B2B companies, however, as more and more video content become available online, users will inevitably demand higher-quality content that is clear, concise, and most importantly, engaging.

Here’s what you need to know about the top 4 potential pitfalls of video marketing, and what you can do to avoid them:

Creating a Video That’s Way Too Long

It’s true – when it comes to creating an effective, engaging explainer video that grabs, and holds, the attention of your audience, length really does matter. Analytics show that shorter online videos are far more likely to be viewed from start to finish by users, whereas longer videos fail to hold the very limited attention spans of today’s consumers.

To achieve the highest possible view rates for your explainer video, be sure to keep it short and concise.

Talking Over Your Audience’s Heads

Using technical terms that can only be understood by those who have specialized skills or training may be a great way to demonstrate high-level knowledge during a job interview, but using ‘jargon’ in an explainer video will only serve to alienate your audience. After all, people turn to explainer videos for clear, easy-to-understand information, not to be left feeling uneducated and confused!

Keep your content clear, and be sure to use ‘plain language’ that appeals to a broad audience.

Cutting Too Many Corners

Video marketing is all about branding – that’s why producing high-quality video content is so important. In many cases, your video content will be the first thing potential clients and consumers use to develop an opinion about you, your company and your products or services. Post a low-budget, poorly-produced explainer video, and you run the risk of loosing business based on a bad first impression.

Given the prominence of video marketing and the high conversion rates that well-executed videos can deliver, investing in high-quality, professionally-produced online video content simply makes good business sense.

Underestimating the Importance of a Great Voice-Over

One of the biggest mistakes marketers make when designing explainer videos is underestimating the value of a great voice-over. Sure, fancy graphics and engaging storyboards are important, but poor quality audio is a definite turn-off for users, as are scripts that are read too quickly, too slowly, or by someone who’s voice is just plain tough to listen to.

A professional voice-over helps to capture and hold the attention of your audience, providing complementary information to the visuals presented in the video. Without a great voice-over, your explainer video is little more than a silent movie, or worse yet, a waste of your time and resources.

Ready to learn more about how to avoid the potential pitfalls of video marketing for your enterprise? Want to be sure that your next explainer video is one that engages with your target audience, promotes your business and drives conversion rates? Drop us a line today to get started with your free, no-obligation consultation from Lumeo, Australia’s leading online video production company.






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