[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2015\/03\/19\/5-ways-to-ensure-your-marketing-video-will-tank\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2015\/03\/19\/5-ways-to-ensure-your-marketing-video-will-tank\/","headline":"5 Ways to guarantee your marketing video will tank","name":"5 Ways to guarantee your marketing video will tank","description":"By Jennifer Santoro Online video marketing has become a staple, with 81 percent of companies producing video content for their websites and 69 percent producing it for social media, according to the 2014 Online Video Production Trends Report.\u00a0There are loads of marketing videos on the web now, and some are extremely effective, but there are […]","datePublished":"2015-03-19","dateModified":"2023-04-07","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/admin\/#Person","name":"From The Editor","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/admin\/","identifier":2,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/f6b4d01c0a2a6beaf559e7b1674e57e2132bcc97fb9c5917786acc398639d6a6?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f6b4d01c0a2a6beaf559e7b1674e57e2132bcc97fb9c5917786acc398639d6a6?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/03\/man-with-video-camera-image.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/03\/man-with-video-camera-image.jpg","height":550,"width":930},"url":"https:\/\/www.the-future-of-commerce.com\/2015\/03\/19\/5-ways-to-ensure-your-marketing-video-will-tank\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sales\/crm\/","name":"CRM","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_relationship_management","http:\/\/www.wikidata.org\/entity\/Q485643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/e-commerce\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},"Retail Trends, Data, News"],"wordCount":681,"keywords":["Commerce","E-commerce","Marketing","Retail","Video","Video Marketing"],"articleBody":"By Jennifer SantoroOnline video marketing has become a staple, with 81 percent of companies producing video content for their websites and 69 percent producing it for social media, according to the 2014 Online Video Production Trends Report.\u00a0There are loads of marketing videos on the web now, and some are extremely effective, but there are plenty that just don\u2019t work.I’ve\u00a0noticed common themes among the latter group. Based on those themes, here are five ways\u00a0to guarantee\u00a0your marketing video just won’t work.1. The Video Takes Too Long to Get to the PointIn the age of the tweet, marketers have only a few seconds to capture a viewer\u2019s attention. In order to get the viewer to engage, a marketer must put serious thought into what the main point of the video is, and then clearly communicate that message as quickly as possible. The attention span for video watching seems to be about 60 seconds, so viewers don\u2019t want to hear a marketing message that goes on and on. Every word counts! Don\u2019t use five words when three will do. This is where the practice of writing, rewriting and then rewriting a script helps.2. The Video Content is InauthenticToday\u2019s consumers value authenticity and they can smell B.S. a mile away. Never try to portray yourself or your company as something you\u2019re not. Embrace who you are and what you actually offer; people will relate to and engage with that content. As soon as viewers suspect pretense, their trust will be gone. In today\u2019s market, the truth shall set you free. Take some time for self-reflection about what you offer potential customers and authentically communicate that message.3. Distracting Noises on the AudioRule of thumb: The audio must be perfect.\u00a0\u00a0Visually you don\u2019t have to do anything fancy. A simple shot of you speaking in front of a nice background will never be distracting. However, distracting noises in the audio will kill your video every time. If you\u2019re on a budget, put your money towards a decent microphone as opposed to a fancy camera. It\u2019s amazing what you can do visually with an iPhone! However, without a proper microphone, the recording will pick up too many distracting noises.4. The Intention of the Video is not ClearThis goes back to No. 1 and the importance of putting serious thought into the point of the video. Too often we get distracted by special effects and features, or telling elaborate stories, and forget that the video needs to have a clear and concise message. Never shoot a video simply because you think you\u2019re supposed to have a video. If that\u2019s the only reason you\u2019re shooting one, you\u2019re pretty much guaranteeing it won\u2019t be strong because it will lack intention for the viewer. Before you ever pick up your audio equipment and camera, spend significant time clarifying the intention of the video and composing your script around that intention.5. Viewers Can\u2019t Take Immediate ActionThe whole point of a marketing video is to get your viewer to take some sort of action. Internet video marketing technology has advanced significantly with the dawn of the smart video, which allows viewers to take immediate action directly from the video itself. We all know the power of the impulse buy. Consumers are much more likely to follow through on a decision if they can act upon it instantly. Therefore, smart videos are a marketing video\u2019s best friend. If you haven\u2019t already started using a smart video marketing platform for your videos, it\u2019s time to start.Remember the rule of quality over quantity.\u00a0One extremely effective video is better than 10 ineffective videos.\u00a0You\u2019ll see the proof\u00a0in your conversion rates.  In 2023, customer loyalty dropped 13%.In 2024, it fell by 10%.Is your brand retaining \u2013 or repelling \u2013 customers? Get the data + details on how to keep consumers loyal in this REPORT. Jennifer Santoro is a specialist in online video marketing. She\u2019s the Chief Happiness Officer for InVidz Smart Video Technology."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"03","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/03\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"19","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/03\/\/19\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"5 Ways to guarantee your marketing video will tank","item":"https:\/\/www.the-future-of-commerce.com\/2015\/03\/19\/5-ways-to-ensure-your-marketing-video-will-tank\/#breadcrumbitem"}]}]