10 Ways to Ruin a Marketing Video
By Jessica Anderson, Published September 27, 2013
Choose Quantity over quality
Bad Advice: When it comes to online marketing videos it’s best to have one really great quality video that says everything you have to say, versus several sub-par clips scattered all over the web. But if you’re looking to make your video/message worthless, by all means, go as low budget as you can.
Good Practice: Spending a little more on a single video that looks professional will get your message onto the screens of far more potential customers than one that looks obviously home-made with a tiny budget. If it looks like you’ve invested in your video, viewers will appreciate it more.
Forget the script, just wing it
Bad Advice: How many times have you heard that a good script is the key element in a successful marketing video? Well, forget it. Who needs a well thought out and carefully edited and revised script when you are a creative genius at heart? The only reason you went in to this business is because your father discouraged you from a degree in the Arts.
Good Practice: Content is King, and in order to have good content you have to have a great script that has been revisited multiple times to make sure it’s perfect.
Bad Advice: If you don’t really care about what people think of your video, just film it wherever. Whether your subject is too dark to see or overexposed, you’re not really in this to grow a community base or get more customers. So yeah, that small spare windowless office would make a great film location.
Good Practice: Make sure your viewers will be able to see the face of the person talking to them. There’s extra credibility in readable facial cues, and if your viewers can’t tell if there’s any emotion behind the words chances are they’ll dismiss your message entirely. If the subject is too bright, find some shade or turn down the lights a bit. If there are too many weird shadows, find a different location or gather up some extra lamps to brighten up the room. Or, hire a professional to do the work for you and worry about none of these things.
Poor audio quality
Bad Advice: Hey, call it a “vintage” silent movie – your video doesn’t need audio in order to put it online. There is no internet rule book that says a person must hear something while seeing something. In fact, I think it’s been proven that most people don’t care to hear while seeing, or our parents would’ve all had a Myspace page, too.
Good Practice: Even in the age of the silent film there was clear and recognizable audio for the viewers to enjoy. Besides, people don’t watch video to read a whole lot of text. They watch videos to be able to hear information more quickly while watching visual aids or demonstrations of a product. If you want your message to come across quickly to your audience, make sure they can clearly hear and understand the audio portion of your video.
No professional voice over
Bad Advice: If you’re looking to save money on your new online marketing video, call up a friend or relatively normal family member to do the voice over. It’ll probably sound terrible, but if you want a successful video then why are you taking this list seriously?
Good Practice: Not many people understand the importance of hiring a professional voice-over actor. Listen, these people haven’t built a career on simply having a captivating or sexy voice, they’ve fine-tuned their skill with education, trial and error, and practice, practice, practice. If you don’t want your potential customers to suffer through popping consonants, audible breaths or choppy transitions, hire a professional.
Make it cut and dry
Bad Advice: Everyone knows the best videos are the boring ones. The ones that focus on the information without making a big production about it are so refreshing. It’s like, sure, I could read a black and white page of text, but why move my eyes back and forth when a marketing video could do it for me?
Good Practice: People don’t watch boring videos. Maybe if there’s a catchy title, people will click on boring videos, but once they find out what they’re in for there’s nothing keeping them from closing the page. It’s called the abandonment rate, and if your video doesn’t stand out in some way, your video’s abandonment rate will climb.
Use lots of cheesy effects
Bad Advice: If you don’t want your video to be boring, just throw in some totally random cheesy video effects. Things like bouncing text, photos spinning into oblivion, or dissolving scene changes are sure to thwart a viewer’s attention.
Good Practice: Keep all visual effects tasteful and fluid. If it feels like the special effects are only there to show off how much you know about special effects, cut them back.
Don’t include call to action
Bad Advice: If you’re following all these suggestions as if they were real suggestions, no one will watch your marketing video anyway, so including a call to action will basically be pointless.
Good Practice: You don’t want your audience to watch your video and at the end say, “What was that all about?” A call to action lets the customer know what they should do next; it provides the necessary information for serious customers to be able to get a hold of your company.
Don’t use your brand
Bad Advice: Flashing your brand annoys customers, and only lets them know what company they should be avoiding. Don’t believe it? It’s why people have to wonder really hard whether or not they really want to go with Progressive Insurance.
Good Practice: Viewers need to see your brand; they need to know who’s behind the video. If you produce a great video and give yourself no credit, consumers might mistake your competitor as the creator of your service or product. Again, they also have to know who to get a hold of if they love what you do.
Don’t share your video anywhere else but Youtube
Bad Advice: As Jimmy Kimmel has shown us, you don’t necessarily have to put your video anywhere else but YouTube for it to go viral. I’m sure you can make your marketing video just as funny as “Twerking Girl Catches Fire” so you probably won’t need to upload or share it anywhere else either.
Good Practice: Jimmy Kimmel said he didn’t do anything but upload his video to YouTube, but you can find out in this article how that’s not necessarily true. If you want your video to be seen far and wide, you need to help it along. Post it to YouTube, Vimeo and other social video sites as well as Facebook, twitter, etc. A lot of businesses are condensing their videos to short, 6-second clips and using the popular app Vine as a platform for their message.
Author: Jessica Anderson Jessica Anderson is a freelance writer and blogger for Ydraw, a whiteboard video company based in St. George, UT. She enjoys learning about the latest in video scribing, marketing and SEO, writing short stories, and loving on her baby boy…. View full profile
Read more at http://www.business2community.com/digital-marketing/10-ways-ruin-marketing-video-0629317#OX6mhWceihlzmI8u.99
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