There are three major components to creating a stellar business video. The first is pre-production, the second is the actual production process, and the third is the post-production. The pre-production is where you plan out the video. The production is where you actually shoot the video, and what is often just called “post” (post production) is the editing. If you’ve ever worked in a studio before, you’ve probably heard the term “we’ll take that out in post.”
But, outside of those major planning steps, there are a million ways to mess up your video. Here are some of the most common mistakes almost every business makes.
You Make A Video Just To Make A Video
Because video is very popular these days, and arguably one of the best ways to educate your target market about your product or service, many businesses believe that they need to create a video (actually, a lot of videos) about their company, product, or service. But, don’t rush out and make a video just to make a video.
Have a purpose for it. A lame video that’s boring won’t do you any favors. In fact, it might actually hurt your company’s reputation. Consider this: even famous and popular brands have goofed up in the past. Yes, long before the Internet, big brands were making stinky commercials and ad campaigns. It’s almost like some of these companies went out to make commercials just for the heck of it.
For example, the Taco Bell Chihuahua, the Duracell bunny, the California Raisins, Alka Seltzer Meatballs, and Dove have all been major blunders. One of the most horrendous campaigns was designed by Dove – the soap maker. Its commercial and ad campaign for “Real Beauty” featured only photoshopped models. Whoops.
It’s almost easier to goof up or make a totally unnecessary video days though because of the fact that it’s so much easier to make and produce videos. Just troll YouTube. There are thousands of boring videos taking up space – videos that look like no thought was put into them at all. Don’t be one of those videos.
You Don’t Brand Yourself Properly
Branding is kinda-sorta important. Having someone recall your video is awesome. But, if that cannot remember the name of your company, you messed up. Have you ever seen an ad done by a car company, a blue jeans company, or some other “big” brand? Some of these commercials are visually stunning. But, the company behind the ad is often a mystery. It’s almost as though they get wrapped up in the idea of the commercial and forget about telling people who they are.
Take this Levi’s Jeans commercial, for example. It’s impossible to tell what the video is even about until the very end. Even then, you see the “Levi’s” logo flashed for a few seconds and it’s over.
I guess if you’re a loyal Levi’s fan, you don’t need to be told about why the jeans are so good. Then again, if you’re a loyal fan, you don’t need a commercial at all. That leaves non-Levi’s buyers as the audience. And, no one is going to understand the quality and craftsmanship of the clothing based on this kind of ad. It doesn’t actually do any sort of meaningful branding. You can’t even tell that the people in the video are wearing Levi’s.
You Don’t Convert Your Video Into A Usable Format For Others
Businesses often assume that their customers or prospects have the means to view their video. This is a big mistake. Many people only have one or two favorite media players. Most only have one. If your video isn’t in the format people can play, guess what? They won’t watch it. They’re not going to go the extra mile to find a company that can convert the video.
While this might not be a major problem if you’re uploading your video to YouTube or Vimeo, it will be a major problem for all offline or local sharing. Fortunately, this is an easy problem to solve. The YTD Converter can transform your video into most popular formats. Use it. Don’t let a sale slip by because someone doesn’t use your preferred media player.
Your Video Is Too Long
Peoples’ attention spans aren’t what they used to be. Thank Twitter and Facebook for that. In most scenarios, you have only a few seconds to grab a person’s attention. But, even after you’ve grabbed their attention, you have a few minutes, at most, to say what you have to say before people get bored and move on to the next video.
Ideally, your video will be between 60 and 90 seconds.
You’ve Got Too Much Going On
People can only retain so much information. And, since you have only a minute or two to get your message across, you should focus on just that: a message – not two messages, or three messages. One message.
You Don’t Have A Target Audience
Do you know who you’re addressing? Surprisingly, many businesses don’t. They believe their target market is anyone who fogs a mirror. Not only is this too ambitious, it’s not realistic. It’s not a matter of having a better marketing message to appeal to the masses. It’s that it’s impossible to have a targeted message that appeals to the masses. Targeted messages are, well, targeted to some particular type of customer.
Even companies like Walmart speak to a targeted market. While it seems like they have a general audience, they don’t. The only people who shop at Walmart are people looking for cheap prices on commodity goods. The customer who shops at The Pottery Barn is not the same person who outfits their home with pressboard furniture from Walmart.
So, before you write the first word of your script, sit down and think about who you are trying to sell to. It makes your job a lot easier and, as a natural consequence, you’ll have happier customers and fewer headaches. You’ll also be able to command the right price for your products and services without having to make compromises, and isn’t that really what it’s all about?
Always remember to respect IP if and when using downloaded content.
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