Focusing on Video Content? Learn 5 Reasons Why It May Not Work

This Friday, we prepared a piece of helpful content for businesses that use video content as a part of their marketing strategies. Our team gathered some stats and analyzed the main reasons why your video may perform worse than you have expected.

Should You Focus on Creating a Video Content?

As a business owner or a marketer, you may have heard that video is about to kill written content. Let’s figure out what the data and experts say. The numbers state the following:

  • • KPCB estimates that online video will account for 74% of all online traffic by 2017.
  • • MWP shares insight that 55% of people watch videos online every day.
  • • Wistia highlights that people spend on average 2.6x more time on web pages with video as compared to those without it.

It seems that the trends are clear, but content writers should still have plenty of work to do. They will write scripts, captions, titles, etc. Copywriters will also create posts on social media to share a word about video content.

Why Your Video Is Not Successful

So, your team has spent hours writing a script, filming a video, and uploading it to YouTube. Everything is fine, except the fact that no one is watching your content and the conversion rate remains low. Apparently, something went wrong. Check out whether you have made one of the five most common mistakes.

Reason 1: Your video is long. Too long

Probably, you have seen many recommendations on the video length: you should keep your video short. And this is justified by the studies that show that two-thirds of users prefer video under a minute. If such a short one is not an option for you, make sure that its first eight seconds are highly engaging. Another point to bear in mind is that your user should be motivated to give a minute, five, ten, or twenty to you. Today, people simply may lack time for watching long videos.

Check out these examples of short expert content that explain how to create high-performing social media videos.

Reason 2: Your title is a click bait

If you create a misleading, but catching title, be aware that you are playing with a click bait. This is a strategy used by publishers to grab the users’ attention without actually providing them the content they have been looking for. Facebook announced that they would improve their efforts to reduce click bait headlines and, therefore, better user experience. Compare the samples below.

Reason 3: You fail to optimize your video content

Every video sharing platform provides some options for content optimization. For example, YouTube allows you to add a 1,000-character description, use tags to inform the platform about the context and content of your video, and choose a category to group your video with similar ones. See the sample of an optimized channel below.

Reason 4: Your targeting is wrong

There is no point to create visual content that is hardly associated with your brand and, therefore, targets the wrong audience. A good example of such a mistake is creating viral videos. Of course, everyone loves kittens, but if you do not sell products for them, why should you create video content with kittens? This is a way to increase reach, but it will hardly boost your conversion rate. In the example below, the channel is actually about a person who cares about kittens.

Reason 5: You skip promotion on other channels

Let’s analyze this example. You target generation Z, who ‘can’t live without YouTube’ as Adweek notes. Your team has created a piece of video content and uploaded it on the platform. And then, you should not just leave it be. To increase its viewability, promote it on other channels, such as Facebook, Instagram, and SnapChat, as some of your target audience may be there as well. You can also promote your video channel by employing the following hints:

  • • Participate in the life of the online community.
  • • Take an advantage of email marketing.
  • • Try paid advertising options.
  • • Share video channel updates on your blog.
  • • Cooperate with other brands and run a promo campaign.

For more insights on how to make your video content rock, contact our experts.

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