5 Ways to Suck: A Video Marketing Primer
Americans watch a lot of video. comScore reports "187.8 million Americans watched 46.6 billion online content videos in March, while the number of video ad views totaled 28.7 billion." Chances are, a lot of those marketing videos suck, says Jennifer Santoro, integrative marketing specialist and chief happiness officer for InVidz Smart Video Technology.
From a safe distance in Hilo, Hawaii, the CHO of the video marketing platform provider tells Philadelphia-based Target Marketing magazine that many marketers who go to the effort of making a video have common ways of ensuring they "just don't work."
Those mistakes can be expensive, considering "81 percent of companies [are] producing video content for their websites and 69 percent [are] producing it for social media."
Santoro provides expertise on five ways marketers can make videos suck:
1. Take Too Long to Get to the Point. With only seconds to grab and keep viewers' attention, many marketers instead drone on and on. Make a point quickly, then wrap up the whole deal in 60 seconds, she says.
2. Have Inauthentic Content. Consumers can smell inauthentic marketers like they're standing in a dairy farm. "Never try to portray yourself or your company as something you're not," Santoro says.
3. Burp a Lot, Sniffle or Have Other Distracting Noises on the Audio, Then Stop and Loudly Gulp Water Off-Screen. "Distracting noises in the audio will kill your video every time," she says. "If you're on a budget, put your money towards a decent microphone, as opposed to a fancy camera."
4. Be Unclear About the Intention of the Video. "Never shoot a video simply because you think you're supposed to have a video," Santoro says.
5. Prevent Viewers From Taking Immediate Action. "Internet video marketing technology has advanced significantly with the dawn of the smart video, which allows viewers to take immediate action directly from the video itself," she says. "We all know the power of the impulse buy! Consumers are much more likely to follow through on a decision if they can act upon it instantly."