5 Video Marketing Don’ts
As a video hosting company it probably comes as no surprise to you that we’re pretty big online video advocates. Because of this we’re always trying out different things to see what works in our own video marketing.
Along the way we’ve chatted with industry experts, seen what works for our clients and tried out different types of content of our own.
Here’s a few lessons we’ve learned about video marketing from the trenches…
- Don’t Tell What You Can Show
Launching a new product? Developing a new feature? It’s very tempting to use a talking head video, in which you wax lyrical about your great new offering (believe me, we’ve been there!)
Now, talking heads can be a really powerful content marketing asset. For example, customer testimonial videos work really well as talking heads because your viewer gets to actually see the face behind the opinion. It’s much more genuine and personal.
If you’re new to video marketing I’d certainly recommend starting with a few talking head clips. Just to ease you into the process and get used to being on film.
It’s important not to over-use talking head type promotional videos, though. Video is very much a visual medium. Think about what you can show to demonstrate the point you’re making – rather than simply telling the viewer something they could just have easily read in a product description.
In our own video marketing we try to switch up our talking head shots with visual demonstrations and analogies of the points we’re making. Sometimes feature updates can sound technical and complex. But by showing (rather than telling) our viewers what a particular feature does, we’ve been able to keep our videos clear and concise.
The main take away? If you have a unique or seemingly complicated offering be sure to use engaging visuals to make your point – it’ll help viewers understand exactly what you do.
- Don’t be afraid to show your personality
One of our favorite corporate videos of recent years? Hands down Dollar Shave Club.
And why was it so great? It was bold, it embraced humor and used personality to differentiate the company from its competitors.
Now, not every business is blessed with such an enigmatic CEO, or one who feels comfortable enough on camera to show it.
But, that doesn’t mean you can’t be engaging.
People want to feel they’re doing business with real human beings. Don’t bamboozle you’re audience with buzzwords and corporate jargon. Instead, imagine you’re chatting with friends and you’ll stand a much better chance of establishing a connection between your consumer and your brand. And just one more thing. You’ll need to make sure you have the right to use the track you have selected. And this doesn’t need to cost the earth. There’s a lot of great stuff available under Creative Commons licensing. Just read up on the rules before you go ahead.
- Don’t over-complicate
I know how tempting it is to cram your video full of content. But you’ll just leave your audience feeling bewildered.
- Do one thing and do it well.
If you have a really meaty subject matter and can’t possibly fit everything into one video why not create a video series instead? With each video covering one aspect of your topic. That way you can still stick to one message per video.
Once you know what you want to say… keep it simple.
Too many special effects, witty slogans and catchy jingles can muddle your message.
The aim is to explain things in a way people can relate to. And unless you have a sizeable budget to spend you won’t be able to pull those things off anyhow – it’ll look forced and unprofessional.
Sometimes we start of with a big idea and realize that it’s just not going to be possible in the time and budget we’ve allocated. And some of our best videos have been created when we’ve taken that grand plan and stripped it back.
Just some jaunty editing and props made out of bits of rolled up paper. And don’t forget to embed the videos on your website.