Training & Learning
Apr 23, 2024

The 3 biggest mistakes companies make when communicating with video

Despite video being ubiquitous in the modern communication landscape, many companies stumble when it comes to harnessing the full power that the medium allows. To get the most bang-for-your-buck out of your video content means an increase to your engagement and to your value. Let's explore the three biggest mistakes companies make and how to avoid them.

1. Losing Sight of the Main Objective

One of the most common mistakes encountered when producing video is failing to define clear objectives. Staying locked into the contents' intention is easier said than done; I’m sure you can even think of large Hollywood movies that seem to lose the plot at times. 

Before production even begins, you need to identify and solidify the goals and intention that the content is aiming to address, lest you risk producing content that lacks direction and fails to resonate with their target audience. Whether the goal is to increase brand awareness, drive sales, or educate employees, it's crucial to establish specific, manageable objectives before embarking on any video project.

To avoid this mistake, companies should start by identifying their target audience and understanding their needs and preferences. From there, they can tailor their video content to address those needs effectively.

2. Overlooking Quality Production

Another common mistake companies make is overlooking the importance of production quality. Video production tools are now more accessible than ever with even mobile phones producing great looking footage. Audiences can easily identify lower-budget productions, so you will need enhanced video content to stand out from the crowd, especially with external facing videos. Poor lighting, shaky camera work, and subpar audio quality can detract from the message being conveyed and undermine the credibility of the company.

Whether you hire a video production team or contract a production studio, make sure that industry professionals who know what they’re doing are creating your public facing videos. It’s fine for Craig from accounting to send through a quick screen recording for internal communication and usage, but let the experts tailor your outbound content as it will represent your company to the public.

3. Underutilizing Distribution Capabilities

The third mistake companies often make is failing to effectively deliver videos to their relevant audiences. Simply creating a video is not enough; companies must also consider the audience the video was designed for and the best way to maximize engagement.

Video distribution platforms like Viostream provide all the tools required to control exactly where your videos go, how your audiences can be gated, and reports on all necessary engagement analytics so your team can iterate and optimize the content.

If you need to embed your videos on an existing web page that is already generating traffic, use a prepared embed code. Or if you want to create a standalone branded video library perfect for all your video series and training requirements, use a gallery template. By using the correct tools for delivering your video, you can ensure that the right people will be watching your videos.

If you take these 3 common mistakes into consideration when developing and sharing your companies videos, you will streamline and improve both your own efficiency and the viewing experience of your audience. Consult our team for free if you would like to discuss other potential areas where your company can develop and improve on your video projects.

Stuart Auld
Stuart Auld (Head of Infrastructure) is a multi-disciplinary engineer with broad-ranging experience at executive level delivering operational best practice across customer engagement, technology, change management and process improvement.
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