If you’re a marketing director or CMO, chances are you’ve tried your hand at creating video content for your business. After all, video is one of the most powerful tools for reaching and engaging with customers. Unfortunately, most of these videos don’t get much traction—in fact, many of them fail outright. So why do most marketing videos fail? Let’s take a look.

Lack Of Focus On The Audience

One of the biggest mistakes marketers make when creating video content is that they forget who their audience is. Sure, you might know who you’re trying to reach, but if your video isn’t tailored to their wants and needs then it’s unlikely to be successful. It’s essential to put yourself in the shoes of your target audience and create content that speaks directly to them.

Making It Too Long

It’s no secret that people have increasingly shorter attention spans these days—and that includes when it comes to watching online videos. Your audience expects you to get right to the point without beating around the bush or wasting their time with fluff. That means keeping your videos short and sweet—ideally no longer than three minutes or so. Anything longer runs the risk of losing viewers before they reach your call-to-action (CTA).

Not Being Mobile Friendly

Mobile devices now account for more than half of all web traffic worldwide—so it’s essential that any video content you produce looks great on mobile devices as well as desktops and laptops. That means not only making sure that the design is optimized for smaller screens but also ensuring that viewers can easily watch the entire video even if they’re in an area with spotty reception or low bandwidth speeds.  

Poor Production Quality 

The quality of your production can make or break your video’s success rate. Low-quality footage or sound can easily ruin any chance you had at getting people engaged with your content—so make sure you invest time and money into creating videos that have high production value. Hire professionals if need be! It will be worth it in the end when more people watch and interact with your video content than ever before.                      

When creating marketing videos, it’s important to remember who your audience is and tailor your content accordingly so that it speaks directly to them. Keep your videos short—no longer than three minutes or so—and optimize them for both desktop and mobile platforms so they look great on any device. With this in mind, there’s no reason why your next marketing video shouldn’t be a smashing success!