Author: Zach Cutler / Source: Entrepreneur I’m not a videographer. Heck, I’m not even a film buff. Related: By 2019, Video Marketing Will
I’m not a videographer. Heck, I’m not even a film buff.
Related: By 2019, Video Marketing Will Be Everything. You’ve Got to Get in on the Trend — Now.
But, with the rising importance of video in the marketing suite, video content — as an increasingly crucial component of marketing — has come onto my radar as a CEO. Nine out of ten marketers in a survey said they now place importance on video content, and over 67 percent said they intended to spend more to create video content this year.
Josh Gold, creative director at Serio Films, is someone who’s learned the do’s and don’ts of creating promotional videos for a brand. Over the past decade, Gold and his company have shot films that raised millions of dollars for worthy causes and helped put brands on the map.
Here, according to Gold, are six mistakes you should avoid when creating a promotional video for your business:
1: Forgetting the “big picture”
Don’t get distracted from your overarching objectives. Video production is a long, involved process where changes must frequently be made at a moment’s notice. All too often, the overall purpose of the video can get lost in the day-to-day shuffle.
Therefore, ask yourself before making all major decisions: “Does this help us achieve our goal?” This will help orient you back to the big picture and help you stay on track, says Gold.
2: Trying to include too much in one video
It’s important to maintain a tight focus when it comes to video marketing.
Many people try to cram in as many ideas and visuals as possible, but for viewers, this makes the final product unfocused and confusing. Videos are often big, expensive undertakings and you want to get the most out of your investment. But trying to include too many things at once can lead to overcrowding, clutter and a poor viewing experience, Gold stresses.
It also weakens your ability to connect with viewers and dilutes the message. It’s always better to make sure your videos are clear and focused, and get the point across.
3: Focusing on information rather than emotion
Video is a great way to introduce yourself to the viewer. Some people mistakenly treat a video like a brochure, attempting to provide an in-depth descriptive profile of their entire business so that their videos will be as informative and all-inclusive as possible.
The trouble is, this reflects a misunderstanding of the…
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