Your company might have already become an “ol’ shark” in the competition ocean. Every day you take a fierce struggle for your clients, for their comfort, for each order they place, for each dollar they give to your company.
Well, that all requires a lot of patience, smart mind, creativity, supreme sale skills and, also, standing out among other “sharks” – your competitors. But how to make that struggle more efficient?
Many companies tend to order animated explainer videos to save time & efforts as well as make their product or service shine among rivals. That’s a very great choice, especially in terms of branding because it’s a common fact that video is remembered 3-4 times better than text.
But, hey, let’s suppose you’ve created your explainer. What’s next? Where should you go with it? Place it on your company’s website or YouTube channel?
We’ll try to help you by showing 4 common video strategy mistakes and our recommendations to avoid these pitfalls.
1. If I place my video on YouTube – It will get views by itself
We would advise to stay realistic. YouTube is a buzzing place with thousands, if not millions, of videos being uploaded every day.
Making your small promotional video get views by itself, with no prior investment is impossible. Of course, we would not deny that your video can get six or seven digit view numbers, but let’s be realistic – the probability level of your video getting to these “cloudish” numbers is directly proportional to your marketing efforts (in terms of investment amount of course).
Even so-called “viral” videos don’t get that crazy number of view numbers from organic traffic source alone, especially if they’re also some kind of branded or commercial videos. There’s always money at some stage to initially “seed” the video in order for it to start making a buzz among people.
So, if you want your explainer or any other kind of video shine on YouTube – be prepared for a hard work and promote it both on and off of YouTube.
2. One will be enough. Surely enough
Next mistake you might encounter when devising your video strategy – is the creation and promotion of just one single video or only one video at a time.
Thinking one video project is enough is a huge mistake. For example, you do create a great animated explainer video or whiteboard video and it goes boom! You get a lot of buzz and attention to your company or product, you see a great traffic uplift to your YouTube channel or website & everything goes just fine. But some time passes on, perhaps a week or a month, the traffic falls down and you’re back to where you started. What’s next? You’ve invested your money, time & other resources just to be noticed for a couple of days? Ain’t good, right?
The best way to avoid this mistake would be to perceive video strategy as you’d perceive content strategy (in terms of those blog texts). In order to be successful – there always should be a consistent work. Nobody tells you to spend thousands making videos. Modern, hi-tech world & gadgets allow to do it on your own, and people tend to perceive this material great as well.
Focus on creating recurred video episodes with decent branding, creative plot and clear messaging. All of that should be a part of your video campaigns to make them more successful. And don’t forget to plan your videos as you would texts for the blog.
3. Everyone likes Commercials
Another big mistake. Do not think that people go to YouTube or Vimeo or elsewhere to seek out video ads. No, for some categories of users – that will do. There’re a lot of marketing managers or people passionate about commercials and stuff like that who do search them. The major part – does not do it!
So, how to do it right? Match your video contents with the appropriate distribution. If your video is a commercial, treat it as a commercial and go for paid placements to get views by the audience that is considered to be relevant for your video.
In other case – if you need to distribute the video organically, think of it before initially distributing it. Remember – you might probably need a content that people will DEFINITELY seek out, a content that has certain value for the viewer.
4. I don’t really care about strategy. Who needs one in terms of video distribution?
And the final mistake in our list. Well, that may look funny, but still many companies tend not to have any strategy at all.
Say, you have an army of 100 000 footmen, who don’t know where to strike, how to use flanking and other military stuff. And your opponent has an army of 70 000 perfectly trained footmen who know a lot about flanking, using various types of weapons etc. Your bet? Your footmen will be crushed or run away in chaos.
Because, Strategy is the Queen.
Anyways, we hope this article helps you to avoid these mistakes & keep the principle “think twice – act once” the core edge of your strategy.
Motionhawk is always open to help with any kind of explainer video production. Our goal is not only to create animated videos, but be sure to support your efforts with proper and result-oriented video marketing!