The breakthrough for video format has been just around the corner for some years now. To be fair,...
Our latest podcast has landed and trust me; it's a good'un. Jon and Paul reflect on the videos we created in 2021 and the key learnings we took from them in the latest episode of the Video First podcast.
It was a strange old year and as brands have started to move to video more and more, there's a lot of exciting energy — but it could do with being refined.
If there's one thing you take away from this podcast, make it this: Don't be afraid to experiment. Keep reading to find out what they talked about and the mistakes you need to avoid to make your videos a success in 2022 👇
#1: Forgetting to set SMART goals
It can be all too easy to expect the world from your first video. We've all been engrossed by viral videos that have exploded on our screens, but there are millions of great videos that never make it to that level. Creating a viral watch is like winning the video lottery.
Set SMART goals for your videos that align with your overall marketing campaign. Look at what you're expecting from other channels and keep it in line with that.
One key piece of wisdom to keep in mind: Would you rather have a video that only had 10 views but generated two sales leads? Or a video with thousands of views and no leads at all? We know our answer…
#2: Cramming too much into one video
It's not the 90s anymore, so videos don't cost you an arm and a leg. With video being readily available and cost-effective, you don't need a five-page list of things to include to ensure you get value for money.
Be tactical with what you cover in each video and think about how it can flesh out the wider marketing campaign. It's better to have several shorter videos than one massive video that uses up all your content ideas in one go.
#3: Not making videos evergreen or multi-purpose
Videos aren't a one-trick pony. They're a valuable part of your long-term marketing strategy.
Think about making your videos multi-purpose. Can you cut them down to make smaller clips for social? Can you use them on multiple channels to target different customers?
Then make sure they're evergreen. You don't want to spend the time and effort creating a cracking video for it to be obsolete in a few months. Paul's tip: Identify what long-lasting challenges your target audience faces and address them with your videos. That way, people will still watch them for the answers in 12+ months.
#4: Expecting to perfect your first video
Don't sweat it. You don't have to get it right first time. By publishing your videos and getting them out there, you'll be able to refine your style and learn from feedback.
Video is more accessible and affordable these days, so there's no need to put too much pressure on what you're creating. Don't worry about perfecting it; it's better to have it out there gaining traction and views rather than being stuck going back and forth in the review process with zero views.
#5: Being afraid to be different
Last but by no means least, don't be afraid to push the boat out and be different. People relate to videos with more character and a human element to their content.
Push the boundaries as far as you can, identify a point of difference and run with it. That way, you're far more likely to create a memorable video that'll help you stand out from the crowd.
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