Mistakes To Avoid in Video Marketing
- Von: Mag. Dominik Mikulaschek
Explainer videos have proven to be an excellent marketing tool and are already being used successfully by many companies. The conversion rate can be increased by up to 80% with an explanatory video on the homepage. Video content on the internet is constantly growing and it is therefore advisable to create your own explainer video.There are a few things to bear in mind and some common mistakes should be avoided.
The right style is not chosen in time
It is necessary to think about the style of the explainer video in advance. You can choose between animated videos in 2D or 3D animation or a real video with actors, director, camera crew and the like. A good animated explainer video has its price, but is much cheaper than a real film with actors. If you have a promotional video made, you can expect to pay up to 20,000 – 30,000 euros or much more. That’s why you should clarify the budget question and also the question of style before you start with the video.
Lack of a strategy
Once you have decided what type of video you want to create, it is important to plan the right strategy. Although explanatory videos are generally a good idea, it is important to bear in mind that there are already many explanatory videos on the internet. You therefore need to use creativity and professionalism to make your video a success.
Creativity: It’s not an exact science that can be learned, so creativity tends to be viewed subjectively. But even if you consider yourself creative, you should leave the strategy for planning the video to a professional agency if you have no experience in the following points:
- Storytelling and the 3-act structure
- Knowledge of color theory
- Knowledge of motion graphic design
- Composition of the background music?
- Knowledge of sound design
- Knowledge of programs such as Ae, Toon Boom Technology, Cinema4D or Ai,
- Copywriting
If you do not have the necessary knowledge yourself, you should definitely rely on the agency.
Simple videos created using templates and software can be created for as little as €1,500 and are ideal for websites or YouTube. However, they will of course not be sufficient for TV sports. For an explanatory video with high quality, you will have to spend around €2,500 to €5,000, while for a real film adaptation with actors you will certainly have to spend at least €20,000.
Boring texts
If you have the advertising copy written by internal employees, it can be rich in detail but often boring and dry. It is therefore better to have the advertising copy written by the agency. This way, storytelling can be combined with humor and the video is perfectly tailored to the target group. The right voiceover is another important element that contributes to the quality of the video.
Too much information in the video
An explanatory video should not contain too much information if it is intended for sales purposes. The viewer should not be overwhelmed by a flood of information.
Explanatory video is excessively long
People’s attention spans have become short these days and nobody has time or patience. Therefore, explainer videos should be as short as possible. 2 minutes is usually a good length for an explainer video, but there is an optimal length for each platform. For Facebook, a video can be 2 to 3 minutes long, but for Snapchat it should only be 5 seconds.
