Video marketing has well and truly taken off and for good reason. 86% of consumers would like to see more videos from brands, which is great news because consumers who enter an eCommerce site through a user-generated video are 184% more likely to make a purchase!
All this to say, if you’re thinking about creating videos to promote your brand, then do it. But it’s not as simple as lights, camera, action. Many brands struggle to find their footing and create great content and end up making common video production errors.
That’s why we’ve put together our quick guide on the six most common video production errors and how to avoid them.
1. Poor Audio
First up is audio.
No one likes watching videos where the audio is tinny, crackling, or patchy. Yet a surprising amount of video adverts still haven’t got this right.
It’s so worthwhile investing in some good audio equipment. It doesn’t even need to be top-of-the-line gear, a decent quality microphone is very affordable from many online retailers. If getting access to all this is still a challenge, you can consider using text to speech voices for creating voiceovers for your video.
2. Poor Lighting
There’s a reason influencers are obsessed with ring lights. They give incredible lighting that allows videos to be far higher quality with minimal effort.
Videos filmed in offices with poor lighting or products showcased without spotlights are often low quality. Overall, they don’t show your brand in the best light.
Like with microphones, there is a huge range of affordable lighting options available from online retailers, so there’s no excuse for dingy lighting anymore.
3. Lack of Script
Ummm.
Stumbling over your words in a video looks unprofessional at best. But without a script, you’ll miss out on important points like unique selling propositions and key features.
Be prepared and write a script in advance to make sure you avoid this. Read your script aloud to make sure it flows well and sounds natural.
4. Not Creative Enough
Many brands pump money into video marketing adverts but don’t see the return they hoped for from them, even with a good level of production.
It’s because they’re not engaging. The brand has failed to deliver what its target audience wants. This is often because the video is too sales-focused or too dry.
It’s okay if creativity isn’t your strong suit. It’s the same story for many brands. That’s why so many opt to hire a video production company to help them tell their brand story in a creative way.
5. Too Long
Humans are funny creatures, with incredibly short attention spans. Research suggests the average attention span is between 8 to 12 seconds and it’s only getting shorter.
We get it. You’ve got a lot to say about your product or service. But you need to keep your videos to a reasonable length, so stick to the highlights.
The ideal length of videos should be no more than two minutes maximum.
6. No CTA
So you’ve got a great video. The lighting and sound are perfect and it’s short and engaging. But you forgot to add the CTA.
Without a compelling call to action, no matter how great your video is, you’ll see lackluster results. So make sure to add one in.
Avoid These Video Production Errors
It’s easy to avoid common video production errors now you know what they are. Invest in lighting and sound equipment and keep your video creative and engaging with a great CTA for the best results.
We’ve got plenty more helpful digital marketing and advertising advice on our blog.
