It may have taken you a while and cost you time, effort, and resources, but finally, you made a marketing video you think is great. What remains is to sit back and watch it gather tons of views and shares by the minute.
Has your marketing video done it yet? If yes, congratulations, pal. But if you are not there yet, meaning no one or very few people are watching or commenting on your video, much less sharing or liking it, I would like to explain the reasons (borrowed from my experience in video marketing) for it and suggest working solutions as well.
Truth is, there are thousands of marketers facing this kind of setback and addressing it starts with first, finding where the problem is and, second, rooting it out. Read on to learn more.
Video Length Matters
In the past, long videos had a good chance of performing better, but very recently, it has become a fact that short videos do perform a lot better and this can be attributed to decreasing attention span.
In 2012, Wistia reported that a 1-2minute video attracted 75% of the viewers than a 4-5 minute video, which only attracted 60%.
Come 2017, attention spans have gotten even shorter and now Wistia reports that 2 minutes is actually the optimal length a business or marketing video looking to engage its viewers to the end should be.
At 1:02 minutes, Android’s Friend’s Forever YouTube Ad below has attracted over 31 million views and over 900,000 shares. Its short length is among the many reasons for its success.
(ORIGINAL VIDEO WAS REMOVED)
However, in the event your video content calls for a longer video, you can turn it into a series of shorter, engaging videos. But if that’s impossible or doesn’t seem to make sense on your part, proceed with caution.
According to the aforementioned Wistia report, 6-12 minute long videos also perform well if your content is good enough to engage the viewer.
Average or No Creativity
It’s possible that very few people have watched your marketing videos because they are boring or offer no value to the viewer. And the reason for this is probably because you applied little to no creativity.
Choosing to tell a moving or entertaining story that also ties up all the relevant information you want the viewer to know is one way to exercise your creativity.
Dollar Shave Club’s Ad remains one of the best examples you can get on this. Check it out.
Also, you can offer value in the form of free trials and ebooks, gifts, and so on. If what you offer is good enough, it will be shared and you might as well get leads.
Personalizing your videos is another creative way to grab the attention of an audience and develop deeper connections with them. Not forgetting to mention interactive videos which, unlike standard videos, boast of a higher engagement rate as they leave much of the control to the viewer.
Remember, there’s no limit to how creative you want to get in your video.
Ineffective Or No Call-To-Action
There’s a good number of viewers who, if they ever watch your video through to the end, will say to themselves “Wow, that was really awesome” and go on with their life because there’s nothing else you want them to do.
Of course, there are situations when this is all you care about, especially when creating brand awareness. But most times, as a marketer, your intention is to engage your viewers further, ask them to share, like, or leave a comment on your video content, make them buy or order something, or gather some information from them.
What a video call-to-action does is assist you to squeeze the most out of your great marketing video by encouraging your viewers to take a specific course of action before watching, while watching, or after watching your content.
Like in this ad, Orabrash gave a fun and cool story about bad breath, and towards the end, they placed a call-to-action that also had a link to where the viewer can purchase the tongue cleaner.
Keep in mind that an effective video call-to-action should be short, clear, well designed, and have an easy URL, plus a clever combination of text, color, and contrast.
Failure to Optimize Your Video For Search
Remember, it’s your video content that will grab the viewer’s attention. Optimization simply rewards your dedication, commitment, and hard work by giving you a higher position on the search engine result pages.
But if people can’t find your video or it’s way too far from the top search results, getting the much-needed views or shares becomes impossible. Changing that means applying search optimization.
If your video is on YouTube, here are a few things to consider:
- Do proper keyword selection
- Include keywords in your title and make it catchy
- Utilize relevant keywords in your description
- Add tags
- Create a sitemap
- Consider link building, consistent social sharing, and syndication
It’s pretty much the same when you host the video on a landing page or your site. You can apply some of the aspects we’ve mentioned where it’s necessary, and in the case of a landing page or website that uses a video player plugin, share the embed code as there will be those who will want to share the video on their platforms.
If possible, transcribe the video as well and ensure you’ve placed relevant keywords in the content. Should you ever need support on how to go right about video SEO, feel free to check out this page.
In conclusion, please note that these four may not the only reasons why your video isn’t performing well. There could a pile of other reasons. But longer videos, lack of or average creativity, lack of or improper calls-to-action, and poor video SEO practices take the lead and are often the reason why your marketing video isn’t getting those coveted shares, views, likes, and comments. Now, assuming you’ve figured what’s ailing your marketing video, make an effort to take proper action today.
Robyn Howard is a video enthusiast and content manager over at VideoRemix.io. She works with a team of techies to help people create, edit, personalize, and publish production-quality video campaigns to engage their audience. Clients can use personalized video software to create personal videos for prospects on websites, landing pages, video-sharing sites, and Facebook.