It seems quite familiar to many businesses that you still cannot create an engaging video that attracts many views after researching and learning about customer needs.
That undesirable result makes you ask yourself what went wrong.
In fact, there are no tips or special secrets to help you create successful marketing videos . However, you can rely on these 10 common mistakes to see if your videos encounter one of them.
It’s essential to get in the proper position before you start producing a marketing video. What are the video's objectives? Where will you use that video? What type of video that best conveys your message?
All these factors are important before the game is pressing. And you can avoid some mistakes below in the pre-production and video planning process.
1. You don't write a script
One of the most common video mistakes we find is the absence of a formal script for marketers and producers.
Don't let a professional video script scare you. Just placing pen to paper (or fingers to keyboard) is a great way to organize your thoughts and shape a cohesive story.
Before you film, show your script to your team members and read it aloud. You can find out some written words or sentences that sound unnatural versus a more casual and conversational tone.
2. Use unmatch tone
To develop a detailed concept for your video, it’s extremely important to know your brand values and the product or service you provide.
The elements including wardrobes, background music, scripting, lighting can affect your audience’s feelings after watching your video.
For example, make sure your video fits your brand's fun and social aspect if your product is a fun social app. You would not want to use a dark tone or a lonely voice-over in your video, as it doesn’t correspond with your product's essence.
Making a video that doesn’t fit the entire brand can easily confuse your viewers.
3. Suppose that your audience will care
Another mistake you might make as a video creator is you believe that your audience will be as interested in your video as your friends, family, or colleagues do.
Having support for your closest cheerleaders is a great motivation. Still, you shouldn’t expect your brand audience to love your video immediately and share it with their networks as your cheerleaders do.
In fact, you can only have audience attention if your video is useful or entertaining enough to them.
To make sure your video is helpful, you can create a product's features video to help the audience solve a problem or show them its advantages.
There are many ways you can delight your audience and include a slight brand flair into your videos to create entertaining essence. Think of how you can hook your viewers in the first few seconds or how you can excite them about what you can have to offer.
Take a look at this video and see how it delights the audience:
To create a video that connects and echoes your audience, put yourself in their shoes and ask yourself: Would this video be interesting for someone not already involved in the topic or familiar with my brand?
These considerations could all contribute to deciding on the way of making a strong first impression.
4. Don't use examples or story
One of the best things about video is that it allows you to tell your story without losing any information.
Videos give people the opportunity to talk about their products or ideas. This is why you should consider using examples or storytelling in the video.
Examples and stories make videos not only interesting but also facilitate the following and understanding of content.
Case studies and client feedback are great ways of authentically telling stories. If you ask the right questions, you can clearly show your audience how your product or service helps them.
Your audience then knows how your product solves their problems.
Customer feedback also adds credibility. If a watcher sees other people use your product, they are likely to choose your company over a competitor.
This is also an entirely viable option if you want to create a storyline from scratch. Some software makes your video collection binge-watchable and encourages visitors to spend more time with your brand.
Watch this video for some inspiration:
5. Be hesitate to think outside the box
Video is a great way to make your brand famous worldwide, whether it’s a physical product or a service. Video can be a valuable tool for answering questions and identifying people’s interests.
But when making introductory and demo videos, many companies have a similar attitude and don’t dare to think outside the box.
Actually, these types of videos shouldn’t be so dull and traditional.
Your video doesn’t need to have someone presenting a practical way or a hands-on how-to (though those are great ideas to start) to display or advertise a new product.
It can even be more fun. This is where outside-the-box thought comes into play instead of inside-the-frame thought.
You could make a fake game show about your product, capture an attractive jingle, or film a fascinating narrative about the use of your product.
Regardless of which type of video you're creating, try moving away from old and traditional ideas. Your video will be more interesting and memorable if you dare to do new things and are willing to take on challenges.
Only by defying what is normally done, you can make your video unique and stand out from the crowd.
Watch this video as an inspiration to create your own ideas:
Mistakes in video production and execution
Now that you have thought about the purpose and tone of your video and are thinking about a creative idea, it's time to follow your plan.
Here are some production mistakes that frequently occur during the execution stage, and some tips to help you produce a high-quality video without a whole production team.
6. Bad lighting
Is your light dark or dull? You don't need costly or professional equipment to get great lighting for your video.
The best light for a shot is the most convenient one. Effective lighting for your video is a matter of taste, and you can look at your picture critically to indicate the areas where you can use extra lighting.
If your budget is small, and affordable lighting kit that costs under $100 is a feasible and repeatable set-up that allows people to look sharp and light on the camera.
While this set is not the final lighting package in every video, it’s one way to get your instincts of light developing!
7. Poor sound quality
In the way you view your video, audio also plays an important role. If viewers can’t hear your message, it could lead to poor commitment and an overall negative experience.
When recording sound for your video, you should consider three main variables: The environment in which you record, the distance of your microphone from the sound source, and the type of microphone you use.
You can consult some companies who provide a guide to recording audio in a business video that includes microphone selection, gain set-up, basic audio equipment and show you how to capture video on a DSLR camera.
8. Wrong white balance
Another shooting mistake is setting the wrong white balance. White balance depicts the color shot, and if it’s selected incorrectly, it will look unnatural and unpleasant.
A properly selected white balance shows the shot that looks realistic.
The white balance will change depending on your light source and the light warmth.
If you select the balance badly, your image would be blue or green cast. If the balance is too high, the image will be orange or yellow cast.
It's best to use your eye to adjust white balance and not use your camera's default white balance presets. Take the white balance yourself. This can be done with a gray/white card or a color checker passport.
Try putting it up and down to see what works best with your shot.
If you shoot inside with fluorescent lamps, somewhere around 4200 K should look the right one, but you should play around a little and find the best number for your shot.
It's going to go up significantly if you shoot outside in bright light, but it will go down if you shoot inside with darker light. The best way to adapt your situation is to see what works the best.
Note that when a significant amount of light comes in, any changes in the location or time (for example – midday and night) will need the correct light balance adjustment.
9. Don’t have a good preparation
Preparation is the best way that saves a good night's and rest.
What happens if your assistant calls and says he’s sick on the day you shoot, you suddenly lose your memory card, the shooting place is suddenly inaccessible, or your battery has run out for 30 minutes because of cold weather.
If you unforeseen all situations and think about all bad cases, you will find it’s necessary to prepare everything.
Bring additional memory cards—gaffer tape, extra charged batteries (more than you think you actually need) (you should prepare two cards of 32GB than one of 64GB, this way, if one memory card goes wrong, you still have another).
Check out the weather when you shoot outside. Think of everything that you might need when it rains.
Prepare some alternative places in case the shooting location is inaccessible.
Even though you don't think you need a tripod, or a shoulder rig, get it!
It will cause problems if there is nothing to keep a shot stable, that’s why you might find a tripod is necessary.
Generally, you should always plan well for the shoot and consider what could go wrong by preparing for all situations. This saves your time and helps things go smoothly as well.
10. Unstable footage
Have you ever felt seasick when watching a video? It can be challenging to overlook shaky film.
Even if many cameras and equipment have integrated stabilization, shaky footage still appears and ruins everything from time to time.
However, this is something that you can fix during post-production, but to save some extra time, you’d better refer to some best tips for shooting stable handheld video footage.
You can use your body or your environment’s elements to capture consistent shots if there are only you and your camera.
We recommend a tripod to shoot people speaking on the screen rather than stand-free.
Of course, there are a bunch of other instances in which a tripod is indispensable, for example, in time-lapse capture, close-ups, and in particular, for shooting videos on your own.
The most crucial point here is that you don’t have to prepare stabilization equipment beforehand.
11. Don’t insert a call to action in video
Although you created a lovely video that gets a lot of views, you probably might not reach the conversions you expected.
That is why an action call in your video can help your audience know what they want to do next.
One way to get an idea is to include a call to action in your script, but in the post production, you can do this with graphics and illustrations as well.
12. Don’t adapt the video to fit your brand
Finally, you should bring elements of your brand in the video if you want people to familiarize people with your brand.
Whether it's in post-production design or in a creative way, you can combine everything to tailor your video to match your brand.
We hope you feel more confident about going into the creative process as you know some common mistakes people make.
Some educational, fun and even artistic elements in video offer wonderful opportunities to attract people.
Making a great video can make it an unforgettable and positive experience for your audience to experience your product or idea.
However, if your video falls flat, the opposite effect can occur. So, try to avoid these common mistakes and start creating your business videos to get your audience involved effectively.
Everything will be difficult initially, especially for businesses that don’t have much experience in video marketing. But, you will find it easier and more familiar after you complete a few videos.
Also, don’t ignore your audience's comments. Thanks to them, you will know what your target audience wants and likes.
-> Don't miss these 10 advices to create a professional video.