Contributed By


John Jantsch

Founder at Duct Tape Marketing

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4 Mistakes You’re Making with Online Video

March 01, 2017

Video can be a powerful tool for your business, but to reap the full benefits be sure to avoid these common slip-ups.

Online video is growing. According to Cisco, video will be 69 percent of all consumer internet traffic by 2017. People watch hundreds of millions of hours of video each day, generating billions of views on YouTube as well as other video platforms.

So how can your business make sure that it is getting more out of video? Here are the mistakes you should be avoiding.

1. Failing to optimize online video titles. No matter how great your video is, nobody's going to watch it if they can't get to the content through online search. That's why one of the biggest keys to making videos that rank well is to optimize the titling.

Just as with regular SEO, you need to do a bit of keyword research to figure out what might work best. You can use a traditional tool like the Google Adwords Keyword Planner or a more customized option like the YouTube Keyword Tool. No matter what you do, be sure to remember that "video" can and should be tacked on to just about any keyword you're using.

2. Ignoring behind-the-scenes video. The great thing about video is that it gives audiences the chance to go places and see things that they might not otherwise have access to. How can this work for your business? Consider making a behind-the-scenes video to highlight something unique that your business does.

Think about it this way: if you had to take a third grader to work with you, what would they think was cool? Though many would describe a phone bank of people answering calls all day as incredibly boring, PaySimple proved otherwise with a great behind-the-scenes video of their customer support team.

3. Resisting showcasing your knowledge. One of the biggest concerns for many businesses when trying to get into video is that what they do is just too boring. But, as tech expert Ramon Ray says in an interview, "every business can be made 'unboring.'"

Many people go to video to get an expert opinion on a particular subject, so it's never a bad idea to talk about what you know. You can do this in relation to a specific current event, something seasonal like a holiday or sports event, or even a particular topic of conversation that came up over the course of the day.

4. Leaving production value to chance. Plain and simple, the better your video looks, the better it is going to perform. If video is going to be an important part of your marketing strategy, consider hiring a professional to increase your production value. A videographer, editor, and studio package can sound expensive, but a professional-looking video can be cheaper than it seems.

If you're on a tight budget, ScreenCast-O-Matic costs $15, and you can use it with a PowerPoint, Prezio, SlideShare page, or you can photo montage to create a video that is informative and looks professional. Record a voiceover, and you're good to go.

The Takeaway

Online video is rapidly growing, and quality video content is becoming easier than ever to achieve. Reap the benefits of marketing through online video by optimizing your video titling, improving your production values, and looking for new ways to share your business's unique perspective.

This piece originally appeared on Inc.

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