Why Your Videos Don't Convert—And How to Fix It
Learn the secrets to creating compelling videos that not only captivate your audience but also convert them into loyal customers.
Never mind content is king: in today's digital age, video content is truly top of the heap. Creating compelling videos that convert has become an essential skill for marketers, business owners, and content creators alike.
The reasons are pretty obvious. With the power of video marketing, you can captivate your audience, convey your message effectively, and ultimately drive action. But let's pause for a beat - creating action is the goal, but it's rarely the outcome of video.
Think of your last video watching experience. Maybe you were researching a product, learning more about a company, or watching a tutorial. No matter what, at the end of the video, it's on you as the viewer to take the next step. Video is essentially a dumping ground for information, not action - unless you're super strategic about it.
Whether you're promoting a product, educating your audience, or telling a captivating story, crafting videos that convert requires careful planning and implementation.
In this helpful guide, we're breaking down the essential steps you need to take to create videos that engage your target audience and drive the desired results. And when we're talking results, we mean actual conversions - sales, demand gen, email signups - you name it!
Let's jump in!
It's an easy bias to have: Video is great and all, but if I'm not seeing results from it, is it really that important? We hate to tell you this, but it might be your videos that are the problem (cue, "t's me, hi! I'm the problem it's me" singalong moment). Because the simple truth is, video DOES convert - like gangbusters! Keep reading to learn why video is such a game-changer for marketers in any industry.
Let's start with the obvious: We're living in an increasingly visual culture. Just scroll through your social media feed, and you'll notice it's inundated with videos—people dancing, cooking demonstrations, life hacks, you name it. Video has become the de facto medium for consuming content. Why? Because video offers a rich, dynamic experience that simply can't be replicated by static images or text. It’s a form of storytelling that combines visuals, sound, and sometimes even interactivity, making it one of the most engaging mediums available. And engagement, dear reader, is the first step towards conversion.
Alright, time for some jaw-dropping statistics that prove video isn't just visually appealing—it's commercially compelling too. According to HubSpot, a staggering 90% of consumers say that videos help them make purchase decisions (Source). But wait, there’s more. Embedding videos on landing pages can skyrocket organic search traffic by 157% and improve conversions by 80% (Source, Source). Not to be outdone, 64% of consumers are more likely to purchase a product online after watching a video about it (Source).
Executives, the busy bees they are, prefer video content too. A survey by Forbes found that 75% of executives watch work-related videos on business websites at least once a week (Source). What does this tell us? Whether your target audience is a casual browser, a potential consumer, or a high-level executive, video is your go-to resource for effective communication - well beyond just a consumer audience.
But here's the kicker—videos don't just boost engagement and conversions in the short term. According to Optinmonster, businesses using video grow company revenue 49% faster year-over-year than those without it (Source). Plus, videos that are shoppable—like the ones you can easily create using Ghost's shoppable video solutions—lead to 30% of viewers visiting a store within 24 hours of watching (Source). Now that’s what we call turbocharging your ROI.
In the end, videos don't just sit on your web pages or social media profiles as passive content. They actively engage, persuade, and convert. Whether you're a budding entrepreneur or a seasoned marketer, you can't afford to ignore the incredible potential of video marketing. So, gear up and roll camera! 🎥
Okay so, we're on the same page now. Video is critical. But what's happening that's making your videos not quite meet the mark? We've rounded up some of the most common stumbling blocks for video creation, whether it's promotional, ads, social media, or on your site - the same rules pretty much always apply. Are you making any of these key mistakes?
One of the most glaring mistakes people make is producing videos without a clear strategy or objective. It's not enough to create a video just because "everyone is doing it." Without a well-defined goal, be it brand awareness, customer engagement, or sales conversion, your video is essentially a ship without a compass. It might look great, but it’s not going anywhere specific, and that's a problem.
Another common misstep is crafting a video that either tries to say too much or doesn't say enough. Imagine watching a 10-minute video that rambles on without hitting a core message. Or worse, a short clip that bombards you with multiple messages, leaving you more confused than convinced. Both are ineffective because they fail to deliver a clear, concise, and compelling narrative that resonates with the audience.
You don't need Hollywood-level production values, but a video that looks and sounds amateurish can turn off potential customers instantly. Poor audio, bad lighting, or shaky camera work are not just aesthetic issues; they undermine your brand's credibility and can deter even the most interested viewer from converting.
Imagine a video that takes ages to load, doesn't play on mobile devices, or requires multiple clicks to get to the point. Such barriers ruin user experience, causing viewers to exit before they can engage with your content. And if they're gone, they're not converting. Period.
Traditional video content is passive; it only allows one-way communication. Adding interactive elements, such as clickable links or shoppable features like those provided by Ghost, turns passive viewers into active participants. Failing to make your video interactive is a missed opportunity for deeper engagement and increased conversion. You can even make interactive videos for free!
You could have the most captivating video ever, but if it ends without a compelling call-to-action (CTA), you've missed the boat on conversion. A weak or missing CTA doesn't guide the viewer on what to do next, which often results in no action taken at all.
Finally, what you do after the video is published can be just as crucial as the content itself. Neglecting to analyze performance metrics means you're operating in the dark, without insights into what's working and what needs improvement.
The bottom line is, creating videos that convert is not just about avoiding these pitfalls; it's about understanding why they happen in the first place. Recognize these common mistakes and you’re already a step ahead in the game of video marketing that actually drives action. 🎯
Now that you know why video is important and why your video efforts might not be hitting the mark, let's jump into how to create better videos.
If you try to create video content for everyone, it's going to resonate with no one. The first step to creating compelling video is making sure you're serving an audience with the video content you're producing.
Think of it this way. If you were the owner of a mobile massage practice, no one is looking for a video on why your practice is so great. Instead, let's think about the pains of this audience - literally! Someone might be interested in a guide to 5 easy stretches they can do to relieve pain from an office job. Or they might be curious about whether a mobile massage service can visit their home. Recognize that we've already identified two audiences here: People with office jobs, and people who want massages in their homes.
With that in mind, let's dig into how to learn a bit more about your audience.
Listen, making a video without knowing your audience is like cooking a five-course meal without knowing if your guests are vegetarians. Waste of time, right?
Assumptions are the termites of relationships—and marketing campaigns.
So you've gotten to know your audience—awesome! Now let's talk about why they should even care about your video.
Here’s the tea: Understanding your audience isn’t a one-time thing. Tastes change, new problems arise.
There you have it. You're not just making videos; you're building an engaged, trust-filled relationship with your audience. And that, my friend, is the secret sauce to making videos that not only get watched but also convert.
Hold up, before you hit that record button, let's get your goals straight. What's the point of making this video? More eyeballs on your brand? More clicks to your site? Whatever it is, set those objectives clear as day to guide your video creation.
Okay, you've got your goals and audience down. Now, let’s talk about the backbone of your video: the script and storyboard. Think of these as your video's blueprint that you'll fill in the gaps with once you start building it.
Remember, your script and storyboard aren’t just desk ornaments. They're your A to Z guide for the whole production process. Put in the effort here, and you're setting yourself up for a video that doesn't just get watched—it gets remembered and acted upon.
By now, you've got your story. It's time to decide where to tell it. Picking the right platform is like choosing the best stage for your performance.
The right platform and video format aren't just an afterthought; they’re critical to your video marketing success. Do the homework on where your audience hangs out and what they want to watch, and you’ll be setting the stage for a video that’s not just seen, but also engaged with and acted upon.
You've got your script and your platform; now let's make it a feast for the eyes and ears. Visuals and music are not just the cherry on top; they're the core ingredients that can make or break your video's effectiveness.
Visuals and music work in tandem to make your video a multi-sensory experience. They add an emotional and aesthetic layer to your message, deepening its impact. So make every pixel and every note count. With the right visual and auditory elements, your video won’t just capture attention; it will hold it all the way to the final frame.
If you've been following along, you've nailed your script, visuals, and music. But how can you make sure your audience doesn’t just watch and leave? The answer is interactive elements that turn passive viewers into active participants. Here's how you can achieve that quantum leap in viewer engagement and conversion:
Consider going beyond standard interactivity with Ghost's Shoppable Video Solution. It's most definitely not just for retail either! Any business that wants to drive action from video content can benefit from Ghost's solution. Realtors can showcase houses and push viewers to book a showing. Life coaches or business coaches can provide helpful tips and invite people to fill out a form for an ebook. Consultants can deliver newsworthy headlines and drive people to book meetings. Car dealers can take viewers along for a test drive and invite people to book their own time slot to do the same. The possibilities are endless.
The Ultimate Outcome: Engagement and Conversion
What makes interactivity truly revolutionary is its ability to capture valuable data. Every click, every hover-over, every second spent on a quiz or poll—these are all data points that can help you understand your viewers' preferences and behaviors. This analytics goldmine can be the cornerstone of future content strategies.
To sum up, interactive elements, especially when fueled by shoppable video capabilities, can transform your video content from a monologue into a dialogue. It's like turning a lecture into an engaging conversation that doesn’t just end with the credits but continues into conversions and lasting customer relationships.
You've crafted an incredible video, packed with interactive elements and compelling visuals. But none of that matters if your target audience can't find it, right? That's where Video SEO comes in. Much like its textual counterpart, Video SEO involves optimizing various aspects of your video to make it more discoverable. Let's break it down.
The video thumbnail is like the cover of a book. It’s what grabs people's attention in a sea of search results.
Share your video across social media platforms, blogs, and websites to increase its visibility and generate backlinks. The more quality backlinks you have, the higher your video will rank in search results.
By optimizing your video’s SEO elements, you not only increase its discoverability but also amplify its reach. The goal is to create a ripple effect: your SEO efforts make your video easy to find, which leads to more views, which in turn improves your video’s ranking, attracting even more viewers. It's the digital marketing circle of life!
So you've selected the ideal platform, crafted an irresistible thumbnail, and SEO-optimized your masterpiece to the moon and back. Congratulations, you're on the digital stage! But as any seasoned performer would tell you, the show's not over when the curtain falls. It's vital to take a step back and evaluate how your video is performing. Let's dig into how to do that comprehensively.
After gathering all this data, it's crucial to put on your analyst hat.
Based on your analysis, brainstorm ways to up your video game.
The idea is to create a constant loop of creating, measuring, analyzing, and improving. Your videos are dynamic creatures, and they should evolve with your audience's needs and preferences. The more finely-tuned your videos are, the higher their potential to achieve your marketing objectives. So keep those analytical wheels turning!
Looking for inspiration? Check out how some of Ghost's customers are using video to drive results on their websites - from a range of industries!
Watch even more video examples on our YouTube channel.
You've made it through the comprehensive journey of video marketing—from identifying your objectives and understanding your audience, right down to optimizing for SEO and obsessively analyzing metrics. Phew! But let's not forget, this isn't just about creating videos; it's about creating videos that compel, convert, and command attention.
Remember, the power of video marketing lies in its ability to tell captivating stories, create emotional connections, and prompt viewers into action. Whether you're creating a high-energy product showcase or an enlightening tutorial, each video you produce should aim to be an unforgettable experience for your viewers.
Want to kick it up another notch? Transform your videos from passive to interactive by adding shoppable links using Ghost's interactive video solutions. Imagine your viewers not just watching but interacting, clicking, and buying—all within the video frame. Now that's taking your video marketing to the stratosphere!
So go ahead—embrace this fascinating world of video marketing. Arm yourself with insights, back yourself with analytics, and let your creative flag fly high. The digital stage is ready for you to dazzle, deliver, and dominate.
Happy filming! 🎥
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