Even if you have the best intentions and have hired a capable professional, your video initiative may prove unsuccessful in the end, resulting in finger-pointing and frustration. I’ve seen this happen again and again through the years.
Like written content, if your video initiative fails, it isn’t usually because of the person who produces the content.
Usually, failure was inevitable before the project even began. Video initiatives should be whole-company initiatives, which means failure is typically a sign of bigger problems in the business or organization.
One of the best ways to avoid failure is to learn what the most common pitfalls are.
If your business is too focused on making every video the best and perfect, chances are nothing is going to be published – ever.
While you want to ensure your videos sound and look good, your goal should never be perfection. Instead, focus on producing something helpful. Videos that offer value to your customers or audience and that are on-brand are ones you should post. Engaging in endless edits and tweaks is going to keep you from getting anything published.
Remember, the first videos created aren’t going to be the best ones. However, creating processes and finishing videos can help you continue to grow and improve.
Videographers That Are in Charge of Doing It All
Successful videographers have a narrow and clearly defined focus. If the opposite occurs, production may suffer, or the videographer may experience burnout. This is not their fault. In most cases, this happens if the role of video production is added to someone’s full plate or if the videographer’s job and role continue to expand.
The Video Dies in the Review Process
Like being focused too much on perfection, the review process can cause a video to die, as well. In fact, it is another issue that keeps many videos from getting out the door.
If you are ready to build your production and review process, consider how many people need to see the video before launching it. The more people and layers of review you add to it, the slower the process will be, the more revisions that will be needed, and the more of a chance the videographer will try to edit with several conflicting opinions.
It’s best to have only two or three people involved in the review. One can check on the factual accuracy while the other can ensure the video is on brand and aligned with set style guidelines.
Ensuring Success with Your Video Campaign
To ensure your video marketing campaign is successful, you must avoid the most common pitfalls mentioned above. Taking the time to understand what these are is going to help you find success with your campaign. Being informed and knowing what to do and what to avoid will pay off in the long run.
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