Picture this: You decided to give this video marketing thing a shot. So, you got together with your marketing team, brainstormed a bit, and came up with a great idea for your piece. Then, after spending a lot of time and resources making it happen, you finally got to upload it on your platform of choice.
Picture-perfect, right? BUT…
Days start to go by, then weeks, and for some reason, your piece isn’t getting the traction you were expecting. You developed what you thought was effective video content, and yet, no one’s watching!
Believe it or not, it’s a far more common problem than you might think, and we’d like to help remedy it.
In this article, you’ll find a list of common – but often overlooked – reasons why your video isn’t attracting viewers the way it should. Read on, and let’s make sure your pieces start getting all the attention they require to work!
Let’s start by getting something straight: There are many, many reasons why your marketing video might not work. However, here are six increasingly common factors that are often behind a piece’s inability to engage its audience.
This isn’t a groundbreaking discovery: Nowadays, people have neither the patience nor the disposition to spend too much time on any single thing online, and that includes video content. If you also consider that the average attention span is only 8 seconds, keeping them interested throughout the entire piece is no small feat.
Video length and engagement represent two sides of the same coin. You should strive to hook your audience from the get-go with a quick and grippy premise or they will move on before long.
But, how can you best define the optimal length for your piece? You may ask. Well, the sweet spot for most marketing videos is 2 minutes, but that is certainly going to depend on the piece itself and your goals for it.
For example, animated explainer videos can effectively convey a lot of information about a business or product in under 90 seconds. Ads or traditional commercials, on the other hand, are usually kept around the 15 and 30 second mark.
So, as you plan and work to develop your piece, keep a constant eye on its length! It will be a defining factor in how your audience approaches and engages with it. When it doubt: the shorter, the better.
When you develop any marketing strategy, the very first thing you have to do is understand who you want to reach and entice with your content. In fact, one of the biggest mistakes you can make as a marketer is underestimating the importance of defining a detailed profile of your ideal customer – and the role that plays in making effective video content.
Video is a remarkably engaging tool that helps brands create and nurture deeper connections with an audience. But that’ll never happen if your piece is attracting the wrong people! Your business or content is there to address a specific need for a specific group of people, and that’s where most of your focus should go!
Suppose that you are Joe Average, wanting to learn more about a piece of software through a video. You hit play and, instead of simple step-by-step instructions, it’s full of technicalities and confusing jargon. There’s no question that you’ll quickly click away and find content more suitable to your expectations!
Now, accurately identifying who your target audience is, does takes a lot of time, research, and planning. Do it right, though, and it pays off tenfold when it comes to video marketing.
Good news is that in the era of digital, you most likely already have most of the information you’ll need in this regard. Or you will be able to find it very easily! Demographic categorization, personality-related trait lists, interest & hobbies profiles, these things are part of most social media platform kits nowadays.
So, get a clear idea of who your video is supposed to speak to and ask yourself: Is it something that they’ll want to watch? Does it address their pressure point in a helpful way? Would it entertain them? Does it “speak their language”? If the answer of any of those is a no, then back to the drawing board!
Even though we live in clickbait times for most of the media out there, it’s critical that your marketing videos avoid falling into that trap.
There’s plenty of incentive already for wanting to keep away from misleading titles and descriptions. Content like that already runs the risk of being removed on some platforms or penalized with lower rankings on SERPs. But maybe more importantly, they just lead to bad user experiences.
Don’t get us wrong, writing innovative, enticing titles is an art you should strive to master – and a very important part of your video strategy. A clever title can help your content stand out among the noise, as the first thing some users check to decide whether or not to watch a piece.
But a great title is always relevant above all else, and true to what it’s presenting. Otherwise, your brand runs the risk of losing credibility.
As tempting as it can be, if your audience sees that you are using tricks to spark curiosity and increase your click-through figures without any payoff, they will stop engaging with your content. It’s that simple!
And if you think that you could use some help, there are excellent tools for writing better headlines, such as Sharethrough, a free analyzer that gives you suggestions for title improvements.
When you think about where videos are consumed, the first thing that probably comes to your mind is Youtube, right? It makes sense too, given that it has about 2 billion users – basically, a third of the Internet – watching 1 billion hours of content per day. Yes, that’s a lot of billions right there!
However, Youtube isn’t the only place where people can watch your videos, and making that assumption can harm your marketing endeavors! In fact, the top three platforms most businesses prefer to promote through video are Facebook, Instagram, and Youtube.
Now, not every piece of effective video content on Facebook, for example, is necessarily going to get the same results on Instagram, Youtube, or Twitter. Each social media platform has its own peculiarities, advantages, and limitations. However, this doesn’t mean you have to create a new piece from scratch for each one. You can use the “same” video on every channel but, first, make sure to adapt it according to the new platform’s preferences.
Where you choose to share your videos also has a lot to do with who you want to reach. Not every type of audience hangs out on every platform equally. A business that caters to gen-Xers will have more success with social media channels than SaaS companies with strong website traffic numbers.
Getting the most out of your video includes deciding the best way to deploy it! Do it right, and it will invariably lead to more views and engagement.
Clear and inviting titles are a big part of optimizing your video but there’s more you should do to boost your piece’s reach. Each platform has its own levels of optimization. However, we are only going to focus on Youtube, as we established earlier, it’s the biggest video-sharing platform out there. But the principles should translate to most other options at your disposal!
These are the three most important things that you have to optimize on Youtube to help you increase your viewer numbers:
If you want to learn more about how you can optimize your video on Youtube and improve your reach, they have a very instructive and easy-to-understand course in their Creator Academy.
Effective video content makes people feel something. Thrill, happiness, shock, sadness, curiosity… you name it. If your video lacks all emotions, it simply won’t work.
As a business owner or marketer, one of the main goals behind your content should be to increase brand awareness and evoke a positive reaction from the audience. Which is why powerful storytelling is at the core of the best marketing videos. It helps you shape how your customers feel about your brand, products, or content.
Through a narrative that revolves around familiar emotions – those that resonate with your viewer – you can connect with them on a deep, personal level. And that’s what it’s ultimately all about: people want to feel that they know the brands they engage with, and, vice versa, that the brands they trust, know and care about them.
Emotionally engaging people is also a fantastic way to motivate them to like, share, recommend, and further engage with a video. Think about it, how many times have you forwarded a funny cat video? How about that impressive footage of a 3 years old pianist? Or that one that explains how to prepare a delicious dessert in 30 seconds?
All these examples provoke different reactions and appeal to different emotions. But they have something very important in common: people can’t stop watching and sharing them! So, if your video isn’t getting too much interaction, maybe it’s because it doesn’t make people feel anything.
If there’s one key takeaway you should get from this piece, it’s that effective video content doesn’t happen by chance. Even if you develop a visually impressive, beautiful piece, that alone won’t guarantee results in terms of views and engagement!
Behind every successful project, there’s a lot of talent, planning, investigation, and details that need to be taken into account. And we wrote this article to clear that up and help you improve your audience numbers.
However, do mind this: As important as the view count is, it equally matters that your video content reaches the right people, your people, addressing their needs and reflects your brand’s identity.
So, if you want to start planning your next video but aren’t sure how to proceed, we’d like to help you with that! Drop us a line and we’ll be getting in touch right away!