Video marketing is an extremely popular strategy nowadays. According to recent reports, around 85% of digital marketers use video content as a marketing tool. In addition to this, 92% of marketers share that video offers positive ROIs. 

 

However, many still struggle to find the right formula to make their brand videos consistently perform and bring the results they want for their marketing campaigns. To give you a better idea, here are some of the signs that your videos are underperforming, as well as some helpful tips on how to boost your marketing performance.

 

Signs That Your Videos Are Underperforming

Digital marketers need to know how to properly gauge and objectively measure their campaign’s performance. This will allow them to make the necessary adjustments to improve them or even ultimately decide to drop them and focus on other strategies. 

 

At times when you’re not seeing the results you expect from your campaign efforts, you must know exactly what went wrong and how you can revamp them. But first, how do you exactly know if your videos are underperforming? Here are some of the tell-tale signs of poor-performing video content to give you a better idea.

 

Source: Unsplash

Minimal views and engagement

Social media marketing is all about getting traction from the millions of people using platforms such as Facebook, YouTube, TikTok, Instagram, and the like. 

 

Considering this, one of the most evident signs that your videos are underperforming is when it gets minimal views and engagement from social media users. This only means that your content is not entertaining, engaging, valuable, or relevant enough for people to react and share them with their social network.

 

Low click-through and conversion rates

While your videos can garner thousands or millions of views, it is important to consider other factors in your marketing strategies such as click-through and conversion rates. 

 

Generating traffic and getting social engagement are only a part of a successful video marketing campaign. It is also important that your videos can engage viewers and encourage further actions such as visiting your website, following your social media page, or purchasing your product or service.

 

Negative ROI

Video marketing, much like any other marketing strategy, can be pricey. If you’re using paid advertising programs to promote your video content and still seeing poor results, this means that there is something fundamentally wrong with how you make and promote your content.

 

Digital marketers need to maximize ROIs by understanding the basic principles of good video content suitable for marketing. It is also essential that the cost-per-acquisition (CPA) is significantly lower than the budget they put out for their video marketing efforts.

 

Proven Ways To Enhance Video Marketing Performance

Source: Unsplash

 

Understand what your target audience wants

Identifying your target audience is essential in every marketing campaign. Your target audience is one of the primary factors that determine what and how you should deliver your message.

 

In video marketing, understanding your target audience will help you decide on critical elements of your content such as the style, format, editing, videography, and the like. Understanding what your target audience likes and dislikes will allow you to tailor your video content creation process.

 

Doing this can help ensure that your videos are better received and are more effective in delivering your message.

 

Tailor your video content to a particular platform

There are numerous digital channels and platforms that marketers can use to distribute their video content. However, there are distinct differences between them that can affect how your videos perform.

 

For example, YouTube, the largest video-sharing social media platform, is primarily known for its long-form video content such as vlogs, documentaries, explainer videos, and the like. On the other hand, TikTok, an up-and-coming social media platform also focused on video content caters to short-form and snackable videos. 

 

Considering this, digital marketers need to tailor their content to the digital channel or platform they want to distribute their videos. A common video marketing strategy in relation to digital platforms and channels is repurposing and atomizing content. 

 

For example, long-form videos can be posted on YouTube while snippets, clips, or highlights can be created and posted on other platforms like TikTok and Facebook. Doing this will ensure that the videos are in line with platform trends and works well with specific user bases.

 

Invest in good storytelling

Videos are generally more engaging compared to other forms of popular media such as blogs and images. However, there is one element that can make videos even more engaging than other videos, and that is storytelling.


The art of storytelling can take your videos up a notch and significantly boost your videos’ performance. Video storytelling allows viewers to emotionally connect with your content and find more value in your brand and message. Well-written videos can be more inspirational and impactful than content simply filled with high-quality shots.

 

Storytelling can also make selling easier. Taking your marketing material and turning them into relatable stories can be more memorable for your audience. It can also be used to turn complex and technical information into a more simplified and digestible version.

 

Be consistent

In a digital world where there is so much going on and a ton of competition, digital marketers need to have a strong grasp of their audience. One of the ways to do this is to ensure that you can offer content in a consistent and timely manner.

 

It is relatively easy to have people subscribe and follow your channel, however, it is even easier to lose their interest and attention. In popular social media platforms like YouTube, there are thousands of other creators that are capable of providing viewers with the same content as you. 

 

Considering this, you must be able to maintain a consistent schedule to keep your viewers engaged and ready for more. Set up a content calendar and establish an upload schedule that your viewers can expect and follow. 

 

Engage your audience with calls to action

Video marketing is more than just providing your audience with content. To get the most out of your video marketing strategies, adding calls to action (CTA) can engage and encourage your viewers to partake in a desired action. 

 

A call to action (CTA) can either be a visual or auditory cue and it is used to direct viewers to participate in a specific action. In video marketing, CTAs can be as simple as telling your audience to like, comment, and subscribe to your channel, or it can be more marketing focused such as checking your ecommerce website, buying your product, heading to a specific landing page, and the like. 

 

CTAs are one of the first steps in guiding your viewers and leading them into a marketing funnel. Aside from that, CTAs have been proven to improve video KPIs and increase online engagement. 

 

Take note of video SEO

Search engine optimization is an ever-important marketing strategy used to boost online visibility organically. To avoid spending too much on paid advertisements, digital marketers need to optimize their videos for search engines.

 

Video SEO revolves around making your content visible through keyword research and search engine analytics through meta tags. One of the most important video optimization techniques is to include a focus or relevant keyword in your video’s title and description. 

 

For example, a product review video about the latest iPhone should include the keyword iPhone in its title as well as other relevant words such as Apple, smartphone, and the like. Doing this makes your content visible to users looking for content with these keywords. 

 

Aside from the title, other video SEO tips are creating simple but eye-catching thumbnails, adding captions and video chapters, as well as writing a complete video description. Not only will these draw the attention of prospective viewers but they will also increase your search engine rankings for better visibility. 

 

Bottomline

Posting videos online for marketing purposes can be easy. However, making them rank or viral is a more challenging task. Video marketing campaigns need to be carefully planned and well-executed to maximize their effectiveness.

 

More than shooting high-quality videos and producing well-videographed and edited content, what’s even more important is to understand the style and type of video your targeted audience wants to consume. Aside from that, it is also essential to know how video optimization works for a specific platform and search engine. 

 

Doing this will elevate your video’s ranking and boost its performance in terms of views, engagement, and visibility. 

Want to know more about effective video marketing strategies? Sidekicks is an on-demand virtual company, and we’re eager to help visionaries and entrepreneurs like you. Get a free ebook and learn more about how we can help you by signing up for our newsletter. We also offer a free 30-minute consultation if you prefer something more personal.

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