When an uninitiated consumer visits your site, what do they see? If you’re like most tech- or business-oriented small companies, you probably could probably describe your site as “sleek, modern, and web 2.0.” (Bonus startup points if your brand name ends with “ly.”) You probably have a cute catchphrase and a brief introduction to your product. If you’ve invested a good amount of time into your website, you’ve probably also developed a promotional brand video.
These videos provide a one-stop explanation to your product, presumably in an entertaining and informative fashion. Many startups are looking to professionally produce a brand video these days – it’s common sense that people as a whole love videos, which get up to 27 times more clicks than the typical banner ad. However, just as with all other marketing content, it can turn consumers off if done wrong. So without further ado, here’s what not to do.
- You don’t explain what your product does. This should be obvious, but an incredible number of brand videos don’t seem to address the main reason why a viewer clicks on the video: to learn about the product all at once, without having to read through pages of text.
- You don’t deliver what the viewer expects. The video should serve as a convenience to the customer as much as a selling tool for you. This means you need to deliver exactly what the consumer expects to see. It’s incredibly frustrating as a customer to click on a video that one thought would explain the product but get a litany of testimonials instead. Testimonials, though generally considered more “trustworthy” than a marketer selling you the same thing, tell you about a product only indirectly. But that’s three minutes down the drain for the customer, and a first impression badly made.
- You don’t hit the spot – you’re either too bland or too over-the-top. People have a natural genuineness radar, especially if you’re targeting an audience that knows its stuff. Though it’s obvious that you shouldn’t exaggerate the features of your product, it’s just as important not to exaggerate (or under-exaggerate) your delivery. A boring salesman? Blah. An over-excited one? Awkward.
- You don’t answer the question “So what?” The answer to this question should give your pitch a purpose and create a sense of urgency. If there is no call to action, no matter how indirect, the video does not accomplish its purpose. There has to be a “why,” a drive, a passion. A well-versed customer has likely seen dozens of videos. How is your pitch going to stand out? Give yourself a purpose, and keep it focused on the consumer!
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