Xero’s Director of Global Media Pat MacFie is the king when it comes to producing quality content that converts into customers. But to first understand how to create quality content, we first need to understand the definition of ‘quality’. Quality vs. ‘Quality’ “There’s a big misconception about quality,” says Pat. “Some people say, ‘I shot […]Posted 1 week ago | by Erin Reily
Why Corporate Videos Usually Suck
Posted 1 year ago | by 90 Seconds
Considering the statistical success rates of video usage for promoting content, it may seem surprising that many corporate videos produced today fail to produce a return on investment (ROI). What could be going so wrong for these producers, and how are they missing the mark? From budget constraints, poor video exposure, lack of a strong call to action, pushing a product too hard and a host of other errors, many videos are terribly ineffective at promoting whatever message they intended to promote.
Low Budgets Translate Into Low Quality Video
Many corporate videos are created by freelancers who produce a highly varied quality of work. Companies working on a shoestring budget may attempt to hire an inexpensive freelancer who copies material from other sites and may or may not have a firm grasp on the English language. In reality, these shoestring producers would likely experience a greater ROI by creating content themselves with the help of one of the many free video production tools available online.
Can Your Audience Find Your Video?
No matter how amazing (or not) your corporate videos may be, they are worth little if your audience is unable to easily find them. Some organizations have a tendency to embed videos only on an interior page within their website and fail to create an effective brand on sites such as YouTube, Facebook and other social media platforms. If you want to develop a following, you’ll need to spread the message far and wide to attract your target viewers.
Failure to Include an Effective Call to Action
The failure to close your corporate videos with a strong call to action may be costing you many customers. Instead of just reminding viewers to “check out our website” or something else overly general, videos can be used to create specific calls to action that are engaging and provide easy to follow directions. When the speaker on your video points directly to a location on the screen where the viewer can sign up for the latest updates, reports, or notifications of new material, you’re likely to see a significant increase in the number of viewers who actually take the next step.
Turning Your Video Into an Infomercial
Video producers who try too hard to push a product are far more likely to push viewers away than draw them in. The average viewer will click away from any video they find distasteful after 8 – 10 seconds, so it makes no sense to turn your video into another infomercial from days long past. Instead, successful videos need to provide viewers with information they can actually apply in real life while explaining how the product being promoted fits into this new experience. Entertainment also goes a long way, so take the time to create high quality content complete with music and special effects while keeping in mind the needs and wants of the target audience.
Posted 1 year ago | by 90 Seconds