Researchers tell us that we’re now watching well over 160 billion hours of online video each year. Nowadays, all the big brands and savvy marketers are turning to video to promote products and services to cash in on the many benefits video marketing has to offer. If you’ve created and posted your own videos online to amp up your marketing efforts but find that very few people are watching them, you need to find out why and fast. Consumers are very savvy these days and are now relying heavily on video as part of their purchasing decision.
Before you give up and throw in the towel, here are some of the main reasons why your videos are not getting the views you wish.
People Simply Can’t Find Them
Just like you have to optimize the articles and blog posts you write, your videos need to be optimized in order for people to find them. It can seem crystal clear that your latest video is something your target market is eager to see but if people cannot find it when conducting searches online, all that work you put into creating the video is in vain. When posting videos online, you must use keyword phrases your target market uses to find businesses like yours. If you don’t know what those keywords are, do some basic keyword research to find out. Then integrate those keywords into your video’s title, description, tags and surrounding text so people will run across it when conducting searches.
Your Videos are Very Sales-Pitchy
If there’s one thing that turns off consumers is an obnoxious, in-your-face sales pitch. While the whole point of getting into video marketing is to sell what you have to offer, you do have to tone things down a bit because consumers are turned off by pushy brands that try too hard to promote what they’re selling. Think about the last time you watched a video that was screaming SALES PITCH! You probably clicked away that video faster than a hungry bird snatches a worm in spring. You need to find the fine line between cleverly promoting your wares and being overbearing so people will be interested in seeing and hearing what you have to say.
The Content is Boring and Outdated
The videos you create need to feature content that’s up-to-date, interesting, unique and which shows viewers why your product or service is something they need. As YouTube marketing expert Brendan Gahan says “You can’t mimic what’s already been successful. Instead you’ve got to carve out your own niche”. Try to tell an upbeat story that includes a short intro, climax and resolution. Your goal should be to create an interesting narrative context around your product or service with a specific yet simple call to action at the end. Don’t let your video run any longer than 4 minutes because people generally don’t enjoy watching long and drawn out videos about anything including your great products! A good piece of advice about video content comes from online business consultant John Rognerud who says “Always think quality and build interest while you provide relevancy to the topic”.