Video is an important part of any marketing strategy. In fact, according to a report by Hubspot, video is projected to claim more than 80% of all web site traffic by 2019. Producing a video and posting it online simply isn't enough. In the competition for audiences, how do you get your video viewed, liked, and shared? If you are getting zero or limited response to your video content, here are 5 possible reasons why:
1. It's too long. The average time of 56% of all videos is less than 2 minutes. With studies reporting an average human attention span of 8 seconds and with two-thirds of consumers preferring video under one minute, less is more when it comes to creating video content.
2. You focus solely on You Tube. It is an important channel. After all, one-third of all internet users use You Tube. Overlook Facebook as a video channel, however, and you miss a significant number of viewers. Facebook is the most popular social media channel, with 79% of U.S. adults using it daily. Forty-five percent of consumers watch more than an hour of video on either Facebook or You Tube.
3. You're missing your target audience. Video content is about promoting your brand and services. Consumers are rich in choices and poor in time. In the fierce competition for views, your video must not only reach your target audience but resonate with them. Randomly posting videos on multiple channels will result in fewer views. Researching the best channels for your target audience and producing content that resonates will lead to better success.
4. The video title is misleading. Misleading video titles work two ways: they can attract and disappoint or not attract at all. The title is your one chance to engage the consumer. A title must lead the consumer to want to learn more. If the title is too general, the consumer may think the video isn't worth their time.
5. You aren't optimizing your video. Optimizing is the behind-the-scenes steps you can take to boost awareness of your video. Consumers can't watch a video they don't know about. Tagging, choosing categories, and descriptions are especially helpful in promoting a video on You Tube.
While not everyone expects their videos to go viral, not having anyone watch them is downright disappointing. There are actions you can take to improve views. In today's digital marketing race, slow and steady wins. Take the time to do your research, to craft your message, and to find your target audience. For more information about video content marketing, contact us.
