At every turn, you’ve seen that using video is the only way you’re likely to have any kind of impact or have adverts which convert at anything like a reasonable cost – and it doesn’t work.
Why? What happened, what went wrong? Why doesn't it work?
You shot your selfie video on your phone, in portrait orientation, talking at the camera.
It looks just like all the other “livestream” or selfie videos and just like them, nobody gets your message because facebook videos start playing with the sound off.
Unless you’re a B-list celebrity or Richard Branson, few people care about you enough yet to want to engage with you and turn the sound up.
You’re just another face in the crowd. If people do turn the sound up, they struggle to hear you in your echo-ey office (or in your kitchen, or out in the noisey street) so they stop watching almost instantly.
Your ad was not written by an expert in advert scripting. It has weak, imprecise language, probably making use of passive phrasing (You won't believe the astonishing transformation you'll see in your business when you use powerful wording... did you see what I did there? Click here to discover more).
The messages are in the wrong order, leaving the core ‘reason to watch’ message until half way through or even right until the end.
The call-2-action (if there is one) is at the end, but nobody watches that far. Sentence construction, precise language and correct grammar are important. Bad or weak English reflects on you, your product and your business.
It looks great, the message is great, but it just isn't entertaining.
It doesn't engage people or give them an immediate reason to watch more than the first few seconds.
You may well have a perfectly valid reason in your head why your audience should watch your ad or learn more about your product.
On Facebook, you’re competing for attention with videos of puppies, funny dances and instant baking of fabulous cakes.
You used a Web-designer / PR company / TV celebrity / Wedding video company to produce your advert.
You wouldn’t trust brain surgery to a dentist who also did a bit of brain surgery....
You wouldn’t board a transatlantic flight piloted by someone who’s expertise was in driving a bus.
Why would you trust your advert production to a company who does a bit of everything? Use an expert. Use an amateur, then come back and use an expert when you’ve seen the effect using an amateur has...
Most companies who use online marketing to any degree are realising that they simply must use video or be left behind. Even the humble website must contain...
The first 7 seconds of your advert use fantastic fancy visuals and impactful sound effects to reveal Your Logo – by which time your audience has scrolled past your ad and has already been distracted. Your ad view count has gone up by one – but it had no effect.
If you're smart, you'll have 'pixelled' the viewer in order to re-target further ads, but they won't remember what you're all about from the first advert, so the second round of adverts will fail too.
What do you think? If you agree with any of the points in this article, share it to your associates, colleages and friends.
If you ‘d like to discuss any of the points with Corporate Video Experts, we’d be only too happy to have an informal chat about how we can help. Call us on 0844 8841939