About 60% of website visitors prefer to watch a video rather than read a text.
This makes video marketing one of the most effective marketing tools for attracting new customers and keeping your business top of mind. But even here, caution is advised, because there are absolute no-go’s to avoid in video marketing as well:
#1 Too promotional (Less promotional, more added value)
Video marketing is not the same as TV commercials that we get thrown around during commercial breaks on TV. Of course, it is important to convey a clear message with an explainer video. But too much of a good thing acts as a deterrent and causes people to click away. The viewer wants to be entertained and have added value – for example, through actual knowledge transfer or an entertainment factor. Which brings us directly to the next flaw – the missing story.
#2 Storytelling? Missing
The “A” and “O” of any video is the story. If you neglect storytelling in your explainer videos, you might as well not bother with video marketing. After all, nothing is more off-putting to a potential customer than a video that is not only boring, but also makes you wonder what the point is. This is not the way to attract new customers, nor is it conducive to retaining existing ones. Good stories convey emotions – these anchor themselves in the viewer’s mind and with them their message.
#3 Brevity is the spice – video length
William Shakespeare already knew this – this proverb comes from his “Hamlet” – and this simple rule also proves true in video marketing. The world is becoming increasingly fast-paced, attention spans shorter and your customers’ time scarcer. Make sure your explainer video is short and to the point. You don’t want your viewers to be put off by the length of your video right from the start. However, it should not be too short: According to the video portal YouTube, videos with a length of 2 minutes and 7 seconds are best received by users.
#4 Information overload
Information and added value are good and also important for their video – but again, you should be careful with the amount and also the complexity of the information. If our brain receives too much input in a short time, it becomes overloaded and stops recording or even “loses data”. In short, your information is for the barrel. Focus on concise statements and simple language in combination with illustrations.
#5 Unkind and inferior production
The best idea loses value if it is not implemented in a high-quality manner. The good news is: promising videos don’t have to cost a fortune. Those who do not have the possibilities or skills to produce a video themselves can rely on specialists like us. But even if you have the skills to create an explainer video, but want to play it safe marketing-wise, you’ve come to the right place.
We accompany you from the idea to the finished explanatory video – to the point and completely individually tailored to you.
