Stop making these 5 online video content mistakes

The familiar notification alert popped up in the top right hand corner, I clicked on it and was surprised at what I found.

‘You have been invited to the page Like Minded Bitches Drinking Wine

To some people the name could be potentially off putting, I on the other hand, was of course instantly attracted to join.

And so, it began. A group of over 50,000 members, all women, most who are running their own kick ass businesses, with the intention to have an open forum of support and information.

Amazing.

I watched with interest what women were posting and how I could best contribute to the group. It felt like a lot of women were operating product based businesses, selling beautiful candles, giftware etc, along with the increase in social influences and service based companies.

I couldn’t help notice the amount of video content that was being shared, and why not.. It is a TOTAL game changer as outlined in these statistics provided by Forbes magazine earlier this year:

  • Video is projected to claim more than 80% of all web traffic by 2019.

  • Adding a video to marketing emails can boost click-through rates by 200-300%.

  • Embedding videos in landing pages can increase conversion rates by 80%.

  • 90% of customers report that product videos help them make purchasing decisions.

  • Video ads now account for more than 35% of all ad spending online.

  • 59% of company decision makers would rather watch a video than read an article or blog post.

  • Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.

Note to self: create more video content!!!

But unfortunately, not only did I notice how much video content is being put out there, I also noticed that there were common mistakes nearly every clip I was viewing all had in common.

Mistake #1: Ramble, ramble, ramble (ramble, ramble, ramble, ramble)

We live in a fast moving world, attention spans are getting shorter and people are getting pretty darn impatient. So why, oh why, do people continue to post excruciatingly long video’s online?

If you can’t say what you need to say in a timely manner, there’s a good chance you don’t understand it yourself.

So how long is too long?

Well, a recent Wistia study pointed to two minutes being the sweet spot for a video, anything beyond that will see a significant drop off point.

Write a script for yourself, do some practice runs on your phone and cut it down until you reach a time that feels right under the two minute mark.

Mistake #2: Irrelevant and distracting setups

This is probably my number one pet peeve.. I watch as an amazingly dynamic woman, sells her service or product, on a boring, badly lit white background, that is just so lifeless.

Or, here’s one I saw the other day.. A woman who was offering her services as a professional executive coach, WITH HER BED IN THE BACKGROUND!!!

People, please, think about the message you are trying to get across.

If you want to come across lively, liven up your background, if you want to sell the fact you are professional, film it in an office, if you are an animal trainer or a landscape gardener, get outside!

There’s so many opportunities here to stand out from the crowd. Do it.

Mistake #3: Sorry, what are you saying?

*muffle muffle muffle, noise noise noise*

Sigh.

The quickest way to take your video’s from engaging to average is to have really poor audio. I would say even more so than a slightly lower quality video clip.

There are some great affordable options for audio setups that will transform your videos. Depending on how you are filming, you will need to do some research on the best way to record on your budget. It will be worth it, I promise.

Beyond that, get even more basic and turn off all background noises when you are filming. If you can’t escape the noises… find somewhere else. Don’t make do with this, I beg you.

Mistake #4: Ignoring the tools

Expanding on my suggestion for investing in some quality audio gear, it is well worth thinking about a basic light up setup at home.

If you are not keen on that, utilise the best lighting source we have in the world - that big bright thing in the sky. Turn your lights off, work out where best will give you some nice side lighting and keep it simple.

While you are looking at other tools, check out basic editing software and noise cancelling software if you are still struggling with sound.

Don't just make do with your setup, there are some amazing, affordable tools that can take it one step further very easily.

Mistake #5: Too simple

OK! So you have put together a clip under the two minute mark, you have sat next to a nicely lit window, you have even managed to cancel out all the other noise in the room.

Great! You are ready to post now, right?!

WRONG.

Don’t stop there.. You have the opportunity to make it even better. Why not consider the following tips to make it even better:

  • Adding subtitles for those who mute their phones

  • Utilising titles to strengthen what you are trying to say

  • Add some music - nothing crazy, but a nice instrumental piece to keep it flowing

You could even use some stock footage or have a videographer capture some complimentary footage. It may sound extreme right now, but once you start seeing some results I dare say you will be wanting to make them better and better!


Does your business heavily rely on online content? Wondering what your content says about you?Is the quality of your clips turning people off?

There are many questions you should be asking yourself when posting content online, and the answers may explain why you are not getting the results you had anticipated or hoped for. 

I can help. 

Diana Fisk