In this guide
When working with a Melbourne video marketing company, agree on the audience, message and distribution plan before production begins. A well-filmed video can still miss its purpose if the subject is too broad or the intended viewers never see it.
Below are the most common video marketing mistakes we see, and how to avoid them.
Nobody Sees It
The most common issue is also the simplest. A video cannot perform if the right audience never sees it. Uploading to YouTube or Vimeo is not a distribution plan. You need a clear strategy for how the video will reach the people it was created for. This may include placement on your website, targeted email campaigns, internal communications, or paid and organic social media activity.
If you want more details on how to improve visibility, you can read our post on video SEO.
It Is Not Engaging
Review the opening to see whether it answers the question promised by the title or post. Use footage to show relevant actions, products or examples, and dialogue to explain what the viewer cannot see. Remove introductions and repeated points that delay the explanation.
Check that the viewer has enough information to understand the subject and take the proposed next step.
The Sequence Is Hard to Follow
A customer story may follow a situation, the work done and the result. A demonstration may follow the steps of a task. Choose an order that fits the subject and gives viewers the context they need. A corporate documentary can use people’s experiences to explain the work in sequence. If you want to explore this idea, you can read our post on corporate documentary videos.
It Is Aimed at the Wrong People
A video works best when it speaks directly to a defined audience. Before writing a script or planning a shoot, identify who the video is for and what they care about. Our guide to getting started with video marketing covers audience planning and production responsibilities. If audiences need different levels of detail or different next steps, consider separate versions. Test the script against the questions each group is likely to ask.
It Tries to Cover Too Much
One of the fastest ways to lose viewers is to create a video that tries to include everything. A broad message is rarely effective. Once a video becomes overloaded with information, it becomes longer, less focused and more difficult to watch. Aim for one main idea per video. If you need to cover more ground, consider creating a small group of shorter videos rather than one long one.
Conclusion
Before approving the script, check who it is for, what question it answers and where the finished video will appear. Record those decisions in your video production brief. Remove material that does not help that viewer, and assign responsibility for publishing and reviewing the results.
If you would like help planning a video marketing campaign, contact Dream Engine today.
Audience and distribution
Video marketing mistakes: frequently asked questions
Check the plan as carefully as the finished edit.
Is uploading a video to YouTube or Vimeo a distribution plan?
Uploading makes the video available, but it does not define how the intended audience will find it. Plan its placement on your website, email, internal communication or relevant paid and organic social channels.
How can I make a marketing video easier to follow?
Choose an order that fits the subject. A customer story may explain the situation, work done and result, while a demonstration may follow the steps of a task. Provide context and remove repeated points that delay the explanation.
Should one video cover several different audiences?
Define who the video is for and what they need to know. If groups require different levels of detail or next steps, consider separate versions. Test each script against the questions that audience is likely to ask.
What should I check before publishing a marketing video?
Confirm the audience, the question the video answers and where it will appear. Remove material that does not help the viewer, make the proposed next step clear, and assign responsibility for publishing and reviewing the results.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
