Any internet strategy consultant will tell you: video content is an important part of online marketing. However, when you spend time, money and effort producing videos that are not getting any views, it can soon become incredibly frustrating. If you have scripted, filmed and edited a video that you are extremely proud of, then you may struggle to accept it is a failure. Take comfort in the fact that you are not alone. Internet strategy consultants everywhere have seen clients struggle to get video views, but often there is a reason behind it, and in most cases, you can quickly fix the issue.
Let’s take a look at some of the most common reasons why people may not be watching the video content you put out.
The Video is Too Long
One of the most common mistakes an internet strategy consultant will point out regarding video content is that it is much too long. Humans have unbelievable short attentions spans. The latest studies suggest that the average could be as low as just 8 seconds! With that in mind, keep videos under one minute where possible! More importantly, make those first few seconds count. If you can grab your audience’s attention immediately, then they are more likely to stick with you for the duration of the video. Just make sure the content is enough to maintain their attention.
The Video Targets the Wrong Audience
Another common mistake which crops up is that marketers are creating videos not particularly relevant to their brand and audience. This usually comes on the back of trying to cash in on something viral. For example, we all know that the internet goes wild for cute cat videos, right? So, surely if you make a cat-themed video, everyone will watch it. The answer is no. If cats are not in any way related to your brand, then cat fans will possibly watch it, but your actual target customers won’t! Take the time to get to know your audience. What do they want to see? What interests them? Can you solve their problem? An internet strategy consultant can help you establish a profile for your ideal customer.
The Video is On the Wrong Platform
When you mention video marketing, the first platform that everyone thinks of will be YouTube. Considering around one-third of all internet users are using YouTube, this is understandable. However, it is not the only platform for your video content. Around 45% of people spend an hour per day watching video content on Facebook, making it a viable platform for video marketing. Work with an internet strategy consultant to determine which platforms are most appropriate for your business.
The Title is Misleading
Nobody likes click bait! Do not be tempted to make outlandish claims in your title just to get attention. It will not only make viewers feel deliberately misled but could also result in severe penalties concerning SEO. Certain social media platforms may also remove content deemed click bait. In May, Facebook announced that they were taking measures to stop click bait from appearing in users’ news feeds.
The Video is Not Properly Optimized
Another big mistake many people are making with video content is not optimizing it correctly. We already covered the importance of a great title, but there are other areas that you should work on to get the most from your content. An internet strategy consultant can help you develop your video optimization. However, as a general rule of thumb you need to remember the following:
- The description should be limited to 1000 characters. Your viewer wants to watch a video not read a block of text.
- It is also necessary to add the appropriate tags to let people know what your video is about. Do not use popular tags just to get views if they are misleading. They must be relevant to your content.
- Choose the category that best suits your video. Consider not only content but also audience patterns, length and format to group your video with others of a similar kind.
To Your Best Online!
Ingrid Griffin, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®