Digital media production is increasingly one of the most important digital marketing tools in today’s world. Developing a great video will engage viewers and increase the time they spend browsing your website by a considerable margin, so getting your video strategy right is important. But a lot of online viewers admit to not watching a lot of videos all the way to the end. But why is that? These are some of the mistakes you can make that cause your audience to tune out.
It’s too long
We’ve talked before about optimum runtimes for video marketing (see blog) but the thrust of it is that beyond 2 minutes, you start to see a major drop off in viewing figures, and from there it’s a downward curve. We live in an age of constant on-demand content, where we no longer have to commit to one source for our entertainment. If you want more people to engage with your video, you have get to the point quickly. If you review your video and find that it’s dragging, chances are the audience will come to the same conclusion and stop watching.
This is normally only an issue in the corporate sector and depends on the audience you’re trying to reach, but if your audience includes the average person, you may have to adjust your mode of address to keep people interested. The corporate sector can include a lot of “boardroom language” which can be hard to separate yourself from when you need to boil a concept down to it’s simplest form in a way that understandable to a layman. This is where your digital media production company should make script suggestions.
We’ve covered this before but we really can’t stress enough how important good quality sound is in digital media production. People can tolerate bad images to an extent, but won’t give an inch to poor quality sound and will turn your video off straight away.
If you ask someone if they’re likely to buy a product if they want a good quality video about it, they’ll probably say no. Nobody likes to think that they can be swayed by typical marketing tricks and many make the decision to rail against them. But a presenter or an interviewee comes along with just the right amount of charisma, those people might suspend their disbelief for the duration of the video. All it takes is for a representative of a brand to come across as laughably unenthusiastic, and the engagement with your video will be dead.