Marketing Videos That Don't Work

When we meet a client who has commissioned a marketing video that did not work for their company. We have been given many failed communication videos to watch and have found that they all suffer from a poorly written script. This is one of the most common problem. The script provides the backbone to any video project and it has to be perfect. It needs to be to the point, clear and inviting.

Sometimes scripts get written in-house resulting in wordy and highly detailed pieces of prose that do not translate well onto the screen. Unfortunately, beautiful shots and expert editing cannot hide a tedious narrative. If the script goes back and forth and the content is played out in an illogical sequence. This results in no viewer being able to quickly understand your main marketing messages, if they can understand it. Ideally, a script conveys the most important pieces of information that your target market wants to know and is written with an objective.

In this day and age of high speed broadband and other time-saving devices, very few of us have attention spans that can handle information for more than a few minutes.
Any video over ten minutes is destined to lose viewers after the first few minutes.
Yet, there are many marketing videos today that are well over twelve minutes.

While watching your video, your customers will be left with an impression of what type of business you are and what to expect when doing business with you. Many marketing videos often try to get as many messages out to a diverse audience.
After all, communicating to primary school students, overseas buyers and consumers all in the one video is an extremely difficult. Research has found that advertising that targets a number of market segments results in higher profits than advertising that sells to a mass market.

It might seem far-fetched but there are companies that embark on commissioning a marketing video without really assessing if they need one. This can be due to a number of reasons such as using up available budgets, satisfying egos and employees creating work for themselves. A marketing video is an effective tool to increase sales in a company. It is actually painful and embarrassing to watch a video that is a shameless waste of company money.

Poorly produced videos might line the pockets of some video producers, but they do little to convince future clients that they are worthwhile. If your business is in the market for a marketing video, make sure you follow these simple guidelines to ensure your project is a success.