In today’s post I’m going to talk about five major mistakes that can prevent your video content from going viral.
I’ve made these mistakes myself with my video marketing strategies, so I think I speak from experience.
So consider these 5 video marketing tips you can use to avoid costly and frustrating mistakes.
There’s no arguing with the fact that content is everything when it comes to successful online marketing.
And now video content is more prevalent than ever.
From valuable blog posts to intriguing videos, the aim of content marketing is to inspire people, capture their interest, and encourage them to spread your message on your behalf.
We all want that to happen.
Perhaps the most effective and efficient way to reach your target audience and spread brand awareness, is with a video marketing campaign – particularly if you know how to make that video into viral content.
Many iconic brands have produced viral videos in the past as part of their marketing strategy – and the results of their efforts have spoken for themselves.
After all, a successful viral video campaign can have 1,000 times more impact than one that isn’t viral.
However, designing successful video content isn’t as simple as it might look and putting together a viral video marketing strategy isn’t easy.
Yup, or everyone would do it.
To make the right impression, you’ll need to find a balance between promotional and emotional content, while underlining a clear objective, and speaking directly to your target audience.
You also need to think about your video marketing strategy to promote the content.
So here we go …
… we’ll cover just some of the mistakes that video content marketers make when it comes to developing viral videos – and what you can do to maximize your own strategy.
Mistake #1: Being Overly-Promotional
[bctt tweet=”Video tip #1: Don’t be overly promotional. More here”]
People don’t go online to be bombarded with advertisements – they get enough of that from their television sets.
While it’s crucial to ensure that your video content has a clear purpose, it’s just as important to make sure that your promotional efforts aren’t overdone.
The aim should be to make your viewers feel as though they are receiving valuable information – not that they’re being pushed into a sale.
Establish a clear objective of what you want your video marketing to achieve, then brainstorm ideas of how you can move towards this goal, without forcing your product or service down the throats of your viewers.
Focus on education and entertainment, instead of simply “selling” – your viewers want to feel valuable – not used.
Mistake #2: Failing to Show a Clear Purpose
Although being overly-promotional is a big marketing mistake, on the opposite side of the coin, you also have the risk of being too vague in your viral content.
[bctt tweet=”Video Tip #2: Show a clear purpose. More here:”]
It’s no good to just make a video for the sake of having one – the content that you publish should have an underlying theme that promotes the results you want to achieve.
Determine how your video content will support your current content strategy, and what you would like it to drive your customers towards, then develop a clear call-to-action to help usher your audience forwards into the next stage of the sales funnel.
Remember that your audience can’t read your mind, so if you focus too heavily on being entertaining, and then fail to offer a call to action (CTA) that lets them know what they should do next, they’ll probably just move on without any benefit to you.
A CTA can be as simple as encouraging viewers to share your video on social media, or visit your clickable landing page – just remember that it should be relevant to the video itself.
Mistake #3: Having No Emotional Appeal
If you’ve ever wondered why online content goes viral in the first place – the answer is often that it invokes some kind of emotional response.
[bctt tweet=”Video tip #3: Have an emotional hook. More here:”]
If a viewer is moved by a piece – whether it’s to tears, laughter, or a higher state of awareness – they’ll be more likely to share that content.
Keep in mind that campaigns which appeal to positive emotions generally elicit better results than those that center on negativity. If you’re looking for a starting point to make your video content more emotionally charged, here are few suggestions:
• Offer a new viewpoint on an existing topic – this will encourage readers to rethink their perception of certain information
• Speak directly to your audience – in your video, use a speaker who can maintain the language, mannerisms, and opinions of your chosen target market
• Know the points of interest for your audience, and tailor your message to address their specific problems and concerns
• Get your readers to question themselves, their thoughts, and their ideas
Mistake #4: Saving Money With Bad Design
Visual appeal may not be everything – but it’s a significant part of the equation when it comes to capturing, and keeping your viewer’s attention.
[bctt tweet=”Video Tip #4: Don’t chintz on design. More here:”]
Regardless of how tight your budget can be, it’s crucial to make sure you don’t cut corners on design to save pennies, as bad design can destroy the potential of your video.
Remember, contrast in images helps certain elements to stand out, and particular colors will appeal more successfully to different emotions in your viewers.
The more professional your video content looks, the more likely your audience is to trust you, and your ability to offer valuable, and reliable information.
If your video looks as though it was put together by students for a last-minute assignment, then your viewers are going to question your legitimacy.
So, don’t be that guy/gal.
Mistake #5: Not Knowing How to Distribute
Distribution is the element that gives your video the push it needs to turn into viral content.
[bctt tweet=”Video tip #5: Know how to distribute content. More here:”]
If you’re not making the most of the space available to showcase your content, then you won’t be appealing to the widest possible audience.
This means that you can’t simply post your video on YouTube and expect to start seeing the benefits. Instead, you’ll need to use other forms of marketing to push your video around the web.
If you have influential connections, you can ask them to give your video content the exposure that it might not get on its own.
What’s more, using social media channels will encourage your current fans to get involved, and may even spark a conversation that draws in extra attention.
Remember to Keep On Top Of Your Video Content
Once your video is live and generating interest from your audience, it can be easy to sit back and congratulate yourself for a job well done. But remember that you’ll have one final mistake to avoid – and that’s failing to track the success of your video through metrics.
The only way you can be sure that your video is reaching its assigned goals is to evaluate its performance and measure the impact it’s having on your marketing strategy as a whole.
It’s not enough to simply post video content, you also need to monitor it so that you can continuously improve your efforts in the future.
But that’s another blog post!
Got some thoughts on the matter? Fire away with comments!