5 Tips for Avoiding the Most Common Video Marketing Pitfalls


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5 Tips for Avoiding the Most Common Video Marketing Pitfalls

Video content has become very popular in the online marketing industry. It has proved to be the type of content that attracts and engages a wide and diverse audience, making it easier to penetrate an oversaturated market. People love watching videos instead of reading pages of text about your products and services. When done well, video marketing becomes a powerful tool, but if you produce a bad video and use it as the pillar of your marketing strategy it can easily do you more harm than good.

A video is not much different than any other type of content you are using during your marketing campaign. It has to reflect your brand and do well for your business objectives. Still, there are many companies that produce and publish video content of poor quality. This is why we have compiled this list of the most common video marketing mistakes your company should avoid.

Making it a Hard-Sell

You should be aware that video marketing is not a brand new thing. TV shows are flooded with boring commercials nobody even bothers to pay attention to anymore. Don’t get the impression that an internet user is much different.

Your marketing video should focus more on entertaining the viewer. Make sure to provide the value that anyone can appreciate. If you end up publishing annoying video material, there is a good chance that it will be popular, but in a negative way.

Forgetting to Promote it

Video Marketing Promotion

There is a very small chance to create video content that goes viral on its own and there is no chance at all to create viral video marketing content without a good strategy and plenty of work. Keep this in mind when you decide to upload your video only on YouTube and leave it there to reach “success”. What we are trying to say is: promote it via all the channels that cross your mind – your social media profiles, YouTube channel, official website etc.

If you want to have a serious approach, you need to optimize a landing page where your video can be seen, use keywords in the URL, always add a meta description, make sure to send a newsletter to subscribers, write a description for your videos and make sure to have social buttons on your website so that visitors can easily share your video content.

Forgetting to Brand it

This is a common mistake when you are a beginner in video marketing. You successfully create a good video and there are many people who watched it, but if you ask them about it, they can’t remember the name of the company that created the video in the first place. Why? Because it was not mentioned even once.

Yes, the video should be about the product or service you are trying to sell, but you should never miss the opportunity to promote your business and communicate its benefits. Make sure to have your company’s logo or website URL displayed during the first second of every video you create.

Not Knowing the Target Audience

Video content is not a universal tool that appeals to all demographics. If you try to make one multipurpose video, there is a great chance that it won’t succeed in attracting anyone.

This is why you should make a video that is focused on reaching a specific audience and to be able to effectively communicate the desired message. You cannot do this before you do target audience research. Also keep in mind that there are many variables. For instance, what’s appealing to teenagers in the USA doesn’t necessarily have to be appealing to ones in Asia.

Recording or Uploading a Poor Quality Video

Amateur Video Marketing

This goes both for the content in your video and the video quality on the screen. Make sure that all of your videos are recorded in high-resolution, because bad video quality will make a user form a bad impression about your brand. Also, there is a great chance that no one will have the patience to watch it trough.

If you don’t know how or don’t have the means to record a high-quality video, you should hire a professional to do this for your company. There are many badly produced videos out there, so if you can provide a good one you will surely stand out from the crowd.

As you can see, none of the abovementioned  things are too hard to achieve. But still, creating good video content will not be that easy, especially if you are new to the field. Feel free to read many guides about how to make engaging marketing videos. There are plenty to be found online. In case you don’t want to leave anything to chance, consider hiring a professional marketing agency to design a strategic marketing plan for your company.

Viral Fails

3 Viral Marketing Campaigns That Went Horribly Wrong

The world of marketing is so diverse that, if you want to find a formula that works, you will just hit a brick wall. In fact, a great number of people who are actually some of the best marketing experts in the world say that every marketing campaign is different and, depending on your niche, your target audience, your geolocation, and whatever product or service you are trying to sell, your approach is to be tailored in a unique way.

Now, if you are a small business and you are just starting out, it is rather normal that you experience a few drawbacks when trying to push your product and/or service forward. In the business marketing world, one learns from their mistakes. However, is it possible for a corporate giant that has decades of experience in their field of work to make a big mistake when trying to market something? The answer is obviously yes, and this will be the main topic of this article.

So, without further ado, here are 5 viral marketing campaigns that did not turn out quite the way they were supposed to.

Our Twitter Account Got Hacked!!! Allegedly…

 

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In 2013, the famous American restaurant chain Chipotle had a lot to celebrate. It was their 20-year anniversary, so they decided to do something special. On TV and in some newspapers and magazines, they advertised their new treasure hunt challenge with clues and whatnot. It was supposed to last for 20 days – each day a symbolic representation of one year of their success. They named the hunt “Adventurrito”, which is a cool option to say the least. Things were going smoothly until they decided to fake a hacker attack on their Twitter account.

They posted a series of random tweets and, soon after, they issued a statement, apologizing for this and saying that their Twitter account got hacked. But, this was not the truth, and people knew it. Within each tweet, you could find a clue about one of the ingredients in their new guacamole recipe. Of course, their customers were not amused and the company received a series of complaints.

On the bright side, they managed to attract thousands of followers every day and each supposedly hacked tweet was retweeted more than 10.000 times.

Hey, Let’s Use 9/11 to Boost Our Twitter Account a Bit!!!

 

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It appears that 2013 was the year of bad Twitter decisions for some major companies. On September 11th, one of the greatest phone companies in America, AT&T, decided to post a rather controversial tweet. Using one of their phones, they took a photo of the site where the Twin Towers used to be and they posted it on their Twitter with the caption: “Never forget!” Bad move, AT&T… Bad move…

They did manage to get a lot of exposure and their tweet did reach millions, but those millions were certainly not amused.

We Sell Cars, but on Our Instagram, You’ll have Trouble Finding Them

 

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Audi is a brand that is synonymous with stability, quality, even beauty. Their marketing stunts were always good… Well, except for one.

They are currently promoting their new A3 model. On social media, they introduced a #PaidMyDues campaign. Basically, they wanted people to share their success stories and the most inspiring ones would receive a gift. Their story will be used to create art pieces, done by some of the world’s most popular artists. This doesn’t sound that bad, right? And, it’s not, actually. The campaign went over well on almost all major Social Media platforms, except one.

On Instagram, Audi’s followers wanted to see beautiful cars and nothing else. After this campaign saw the light of day, their Instagram got filled with random art and this was not appreciated by their fans.

To wrap up, as you can see, even giants tend to trip over sometimes. After all, we are all human and it is human to make mistakes. Yes, that’s one way of putting it. However, the fact of the matter is that, if you want to a stand up brand, you cannot allow such a slip. It is difficult, it is tiring, but that’s the only way to go. And, if it happens, you just have to do your best to rectify your mistake.

Do you have any examples of viral marketing campaigns going incredibly wrong? If you do, feel free to share them.

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