With Google’s recent algorithm update, it’s very apparent that content is still king. But with video carousels now cropping up in local search, it’s safe to say one content type is trumping the rest. Video marketing is no new thing. Many brands (often businesses with huge marketing budgets) are increasing their investment in video content creation and distribution, and for good reason. You don’t have to spend big bucks to nail video marketing and get your brand ranking up there with the big boys.
With any marketing strategy however, most have to face a few failures before learning from their mistakes and getting it right. The same can certainly be said for video. There are many reasons why even marketers are failing at video. In this blog post, we take a look at the common issues preventing video success and how to overcome each challenge to realise excellent results.
Most small businesses are camera shy
For small and start-up companies in particular, launching your own video marketing strategy will definitely mean taking a DIY approach. Most after all won’t have the budget to hire professional actors, which can strike fear into even the most confident business owner or marketer. Unlike composing a blog post or white paper, there’s nowhere to hide with video.
With a solid strategy you can have confidence in your video marketing skills. It all begins with defining what your video is for and how it should be made to best achieve this objective.
How people consume video has evolved
It’s not just the content of your video that will make it a success. The ease of accessibility will have a huge impact on how your video is received by your target audience. People consume videos in an entirely different way than they did a decade ago so keep up with the times to meet current audience demands with different types of content.
Your video marketing strategy doesn’t have to be restricted to the likes of YouTube. There are tons of avenues to explore to ensure your video is watched and fully appreciated. Snapchat and Instagram Stories are just two places where video content is loved and actively shared.
The content people like is more authentic
Back in the day people were impressed by high budget, video marketing blockbusters, but thankfully times and tastes have changed. According to a recent study, 86% of people think authenticity is important in the conversations they have with brands, an opinion that should be reflected in the videos your business creates. Opt for low production, conversational, original video content that aims to connect, not just impress.
As always, if you want a conversation about getting help with anything you’ve read above, just let us know.
