4 Video Marketing Mistakes You Should Avoid Making in 2018

In 2018, video will no longer be just an option to add in your content marketing strategy. It will be required. Therefore, you have to be more careful with how you manage your video marketing campaigns. Whether you’ve been doing it for a while or just about to start doing it consistently, there are some pitfalls you must always avoid.

Any entrepreneur who attempts to dominate their competition through video marketing must tread carefully. Some mistakes can cost you not just money, but also customers. You have to understand how to balance everything despite all the possibilities that video marketing offers. Here are a few mistakes you need to avoid making in the coming year.

Adopting a broad targeting approach

It might be tempting to just try to reach as many people as possible through video. You might be thinking that this is the best way to get a return of investment on your campaign. This is the wrong line of thinking when it comes to video marketing. You have to understand that targeting specific segments of audiences or customers is the way to go.

Why is that, you ask? You will end up targeting low value customers who won’t do anything to help your business grow. If your messages are intended to reach a broader audience, your brand might not resonate with the right kinds of people. You will only be wasting your resources instead of maximizing them. It’s best to go for a lasting effect on a limited number of people to assure that you reach a specific, high value set of customers.

Focusing on production quality

It’s always nice to have good equipment and peripherals with which to produce your content. However, it’s not the be-all and end-all of video marketing campaigns. It might be hard to believe, but your audience doesn’t expect studio-quality content from you every single time. In fact, it’s not that big of a deal for them at all.

What does your audience care about, then? They want messages that are especially tailored for them. They hope you give them something that will add value to their lives, regardless of video quality. Produce content that will address your audience’s priorities, no matter how small they may be.

Not following formats

If you’ve been trying to evade this fact, it’s high time to accept it: video is not a one size fits all material. Depending on where you plan to publish your video, you have to make sure that the format is tailored to that channel. Otherwise, you might lose out on audiences and customers, only because you were too complacent about following formats.

Make sure your video content is intentionally built for each platform. For instance, you have two seconds to capture your audience’s attention on Facebook – without sound. What is the best way to use that time and that channel? Understand how video works across different channels, and make the necessary changes to your material.

Being too set on your campaigns

Even if you have your entire content strategy and video marketing campaigns all sorted out, not everything is going to work out the way you want it to. Some videos might not get as much responses as others; you might be discouraged by the lack of engagement that some videos get. This is a learning process, even for you, so don’t take it the wrong way.

Use these unexpected results to help you determine how to cater to your customers better. Take advantage of the analytics to see what you’re doing right and where. Take a look at different segments of your audience and what works for them. Most importantly, keep churning out new videos frequently. It’s the only way you can learn from your campaigns.

‍