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13 Reasons Why Your Video Marketing Strategy Will Fail - B2W

Jul 9, 2021 9:29:40 AM

33 percent of people’s online time goes to watching videos. 

500 million people watch videos on Facebook. 

Over a billion hours of videos are watched on YouTube every day. 

Adding a video on an e-commerce page can result in a 50 percent increase in average order value.

These are just a few of the seemingly endless statistics about video marketing that emphasize the importance of video, for your marketing strategy to be successful. But you know all this already, don’t you? It’s the reason you spend resources on video marketing. 

But here’s the thing: Video marketing is about much more than merely creating video content and putting it online. 

And here’s another thing: Despite all your efforts, your video marketing can still fail. Why?

Strategy (more than “compulsion”)

To drive better ROI and long-term value, video marketing efforts require a strategy. And this “strategy” needs to be a lot more than “let’s create videos”. 

Your strategy needs to have defined intent and objectives. It should be measurable.

Sadly, with video marketing in the spotlight, many brands are doing video just for the sake of it, without much thought, rather than crafting a tailored and thoughtful strategy. It should not be surprising that they inevitably fail-- and this failure is expensive, to boot, as video isn’t cheap.

Don’t be one of them!

Create a defined strategy so that your video marketing efforts are more impactful. To make that happen, steer clear of these 13 video marketing mistakes:

Promotional and sales-driven

This is a big mistake!

Understand that people don’t like simply being sold something. Rather, they appreciate getting helped. Sadly, so many brands outline marketing strategies that focus on selling.

If your videos are overtly promotional and you’re pushing a hard sell, you won’t get the desired outcome. 

Instead, almost 95 percent of your video content, or content of any form, should focus on storytelling, consumers’ pain points, and solutions. If you do this right, you wouldn’t even need to promote and sell. People would be drawn to purchase from you because they like your brand, they know that you understand their problems, and they trust you.


Here’s how IBM Supply Chain did it. Their video emphasizes two things: how they can make your life so much easier; and how they clearly know exactly what they’re doing and can be trusted with solving your problems.

So, avoid publishing promotional and sales-driven videos-- unless you have a proper bottom-of-the-funnel strategy, or unless the videos are used on product landing pages.

Lacking proper call-to-action

Even when you have a great video, it can still fail at driving the desired action from the viewers. Why?

Because most of the time, people don’t know or understand what they should do after watching a video. So they eventually move on to the next piece of content.

Your videos need to end with a clear call to action. Without this, your video will eventually fail at its objective, no matter how many vanity “views” it gets. 

 

Consider this video for Google Big Query. Once it’s done knocking you off your feet with clever animation and explaining everything clearly and simply, it directs you to a link you can visit to get started.

So, do end every video suggesting what action the viewer could take next.

Unappealing visuals

This is a common and fundamental mistake. Unless your video content is appealing enough, it will fail. 

So don’t just publish “any” video to meet your quantity target. Make sure each of your videos is visually great.


For example, here’s a delightful and captivating video for Ask.fm. The script and music are already fantastic, but the slick animation really amplifies and completes the video.

This is where animated videos work well. A lot of big brands are investing extensively in animation videos, with good reason.

Animated videos are striking visually; they hook attention almost instantly. And with better storytelling, they are also more effective in driving engagement. 

So animation can be an amazing tool to amplify your video marketing strategy. Get in touch with a professional video animation services provider and tap on their expertise. 

Make sure your videos are appealing and attention-grabbing, so that they stand out from the crowd of competitors. 

No entertainment or utility value


Who knew that an ad for a fruit drink could be a cute love story? This is an example of how good a brand video can be.

But how often have you watched a brand video that just didn’t deliver? Many!

And are you going to check out that same brand again? Not likely!

If your videos don’t bring any entertainment or utility value, it leaves a lasting negative impact. It would also be viewed and shared far less.

But those people who do watch the video will leave with a poor perception and choose not to engage with your brand in the future.

So don’t just create videos for the sake of it; don’t publish poor videos that provide no real value to the audience. 

Focusing on “features” not “benefits”

This is a basic sales tip. When you’re indeed creating bottom-of-the-funnel videos aimed at driving sales, the video should focus on benefits, not features.

Consider this video for Community Futures. It’s light on technical details, only revealing a little at the very end. But the video takes you on a journey where it teases your imagination with possibilities of a better future.


Consumers don’t really care about features. They care more about the benefits; how the product they are considering purchasing would help them with their problems or pain points.

So don’t spend a lot of time talking at length about all the features and specs in your videos. This is a big mistake. Shift gears to the advantages of the product. Talk less about technical specs, facts and numbers; and more about how the product will make your viewers’ lives better.

Offering overwhelming information

This is a big problem, especially if you offer a complex solution or product. 

If you cram your video with too much information, there’s a good chance that your viewer will be overwhelmed and simply tune it out, and not pay attention. 

Creating stories to deliver information is far more effective. But again, if you wrap that information into statistics and are constantly throwing numbers at your viewers, your viewers will stop watching. 

Consider how Giant Ant crafted this video for Solea. The product is a dental laser drill, and it’s all very technical, with lots of facts and figures. Yet, using a very clever script and minimalist animation, the video is captivating. It grabs and holds the viewer’s attention even if they’re not even the least bit interested in dental technology. A key factor is that while it does list some technical details about the drill, the script isn’t throwing a stack of whitepapers at the viewer and drowning them in a tsunami of technical jargon.


So when creating videos, do have a clear picture of what you want to convey to your target audience. Analyze that information and work out how to package and deliver it in a friendly way. 

Targeting anyone (or everyone)

This isn’t a problem with just video marketing but with digital marketing at large.

A lot of brands try to target everyone with their content and campaigns. This approach is usually a colossal failure. 

For one thing, it lacks personalization. This is bad because personalization is key in driving conversion, building lasting relationships, and boosting a brand's identity. 


For example, here’s how MailChimp aimed their ad at a fairly specific demographic: marketers looking for a more efficient and convenient way to run their ad campaigns and incorporate Facebook into them. 

So be specific about who you’re targeting with your videos; you should understand exactly who you’re making this video for and why.

Not optimized per buyer persona

Adding to the previous point, the videos you distribute across channels need to be optimized around specific buyer personas.

For example, a video that works for a crowd of 25-year-old recent college grads, probably won’t work with a crowd of 45-year-old corporate executives.


Here’s how Slack did it with this video. They had a specific customer base in mind and spoke directly to them. 

Similarly, your videos should be optimized and personalized to the buyer personas.

Split your target audience into different segments. Create a buyer persona for each segment. Find out about their age, demography, income, pain points, goals, personalities they follow, job designation, and other such details.

Once you have enough data points on your target audience, create and optimize your video content accordingly. This will help ensure maximum ROI from your video marketing strategy.

Expecting quick results

Rome wasn’t built in a day. Unfortunately, your first video probably will not go viral. Even the best of your videos might not end up being watched by millions of people.

And even when you’re getting good views, it may not translate into financial returns for your brand or business. 

It’s a long journey that includes a lot of videos, split testing, experimentation, and analysis.

If you’re expecting quick results within weeks, which many brands do, you’re in for a disappointment. 

The video marketing process will take time for you to see the desired results. But it’s worth it. 

Ignoring fundamentals in video-making

The fundamentals of storytelling are the same whether you’re making a tiny social media ad or a big-budget Hollywood movie. And they apply here, too.

For instance, videos that include “villains” and treat the target audience as “heroes” perform well. They get more views, engagement, and conversions. They also play a pivotal role in building brand identity and recall value. Take this deceptively simple video for Facebook, explaining how they keep their platform a safe space for everyone.


Similarly, a video that doesn’t integrate the elements of the brand is a better choice to drive top-of-the-funnel attention.

These are fundamentals; your content creation team must focus on them. Your videos should check the right boxes to be optimally effective. 

Relying on the wrong video type

There are so many different types of videos. They are all great... But they may not all work equally well for you.

Rely on video types that complement your business type, industry, target audience, goals, distribution channel, and various other needs and requirements. Maybe your vlog-style videos aren't as rewarding as animation videos, which are more interesting. 

This is something you will have to figure out with your team after experimentation and considering real-life data. 

For example, WhatsApp used a distinct, youthful and engaging look, feel and style for their video. It was not chosen at random. Their aim was to appeal to their specific userbase, and it works fantastically. 


Once you’re aware of which video type is apt for which objective, channel, and consumer segment, double down on that. 

For instance, if your short animated videos are scoring good engagement and conversion on Facebook and LinkedIn, your team of animated video service providers should scale up the number of such videos.

Undefined goals and metrics

Unless you’re clear on what your goals are, you won’t achieve them.

Sadly, this is how many companies do their video marketing. They don’t have defined goals or key metrics to measure.

For most, it’s “we want more views” or “we want to tell more people about our products”. 

What is the point of “more views”? What are you trying to achieve with more views? 

Similarly, how are you going to measure it, even if more people do become aware of your products through the videos?

If you don’t have outlined goals and KPIs, a large part of your resources spent on video marketing will likely go to waste. Don’t make this same mistake.

Not aggressively improving

You must understand going in that your videos and video marketing will never be perfect. Whether you started today or a year ago, there’s always room for improvement!

It’s essential you take proactive measures to fill gaps and make those improvements. 

Always aim for more. Test more to unlock better returns. Aggressively improve your video marketing strategy to scale your business and edge competitors.

Final Words

These are 13 reasons why your video marketing strategy may fail in the long run.

Address these mistakes with proper solutions. 

Video marketing is great. It has done wonders for hundreds and thousands of companies, including big brands. But it only works when done right. So, eliminate the common mistakes and ensure it’s done right in your case.

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