Are You Boring Your YouTube Viewers?Monday, August 31st, 2009
Message from Michelle
Welcome to this issue of Sumèr’s Secrets. Mama and I are finally settled after our trip to see the family (although she really misses her son, Moose).
Recently, a client came to us concerned with dwindling traffic on their YouTube channel and requested we critique their videos. It didn’t take long for us to figure out why no one was watching their videos. Before I continue, it’s important to note that Sumèr does not record or edit videos. We write the scripts and we are in the business of helping our clients create and share a strong brand message.
We figured that if one company was having this problem, there must be more. My team and I surfed business videos on YouTube and were shocked with what we found: video after video had boring, invaluable content.
This issue of Sumèr’s Secrets focuses on the common mistakes businesses make when posting videos on YouTube. From the video content to the messaging, and your dress to the footage quality, your videos should work to strengthen your brand image.
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Are You Boring Your YouTube Viewers?
These days, it seems more and more companies (and individuals) are making videos and posting them on YouTube with the expectation their videos will help with search engine rankings and attract new clients. While video marketing has the potential to promote a business and attract clients, many companies find no one is watching or reviewing their videos.
Do a quick search on YouTube and you’ll find videos without sound, ones that make no sense, poorly produced videos, and boring content. The worthless video is everywhere.
These poorly produced videos are fine if you’re uploading footage of your cat chasing your hamster or showing your kids playing in the ocean. But if you are a company using YouTube to promote your services, products, or expertise, then poorly produced videos will do the opposite of what you intended.
Before taking the time to film your video, ask yourself “What is the purpose of this video and how does this video promote my brand?” Perhaps you want to explain a specific product or service, illustrate your industry expertise, or strengthen your brand image by providing viewers with valuable tips and strategies. Once you know the above, you will know what action you want your prospect to take.
Here are some common mistakes to avoid when posting YouTube videos:
- Posting a video just to post it: Posting a video without a clear purpose is a YouTube no-no. Not to mention a waste of your energy and the viewer’s time. Before you create a video, you want to decide what the purpose is, the best way to provide prospects with valuable information, and the most effective way to execute it.Let’s say a tour company wants to post a video about their latest tour promotion to Niagara Falls. Posting a video that just scans the falls and the spectators isn’t enough. Without some sort of explanation to orient the viewer, the video will have minimal impact. And a video like this does nothing to entice viewers to want to visit Niagara Falls. Sure it’s a nice view, but the video message isn’t powerful enough. A more effective video would orient the viewer and include audio that talks about the tour, gives facts about the Falls, and / or include happy traveler interviews about their experience.
- Your video should reinforce your brand, not hinder it: A poorly made video—whether it be bad quality, muffled sound, or flat-out pointless—reflects your brand image. Your videos should be consistent with your brand personality and with your brand message.For example, if you are an adventure travel company and you have a video of you on a zip line high above a rainforest canopy, viewers will be okay with shaky video footage. It not only shows what your company does, but it creates an experience for them. By contrast, if you own a spa and you want to post a video on the latest and greatest facial services you offer, your video should be high quality. Your dress and message should reflect your brand.
- Not using a call to action at the end of each video: Although the entire video should be working to drive the prospective client to take action, the last portion of your video should always provide a call to action and be accompanied by the appropriate contact information and links. Having your information readily available after viewers finish your video will help drive them to take action, which could be calling your company, purchasing your product online, inquiring via email, or simply learning more about your company. Whatever the action you want them to take, make it obvious.While the call-to-action usually comes at the end, if you have the appropriate video software you can display your website link and company phone number at the bottom of the screen throughout the entire duration of the video.