Top 10 mistakes to avoid when creating videos for your company

Videos play an essential role in a company's communication strategy, capturing the attention of Internet users and effectively conveying the brand's message. Moovizz, an expert in video production for businesses, highlights the importance of using formats such as videos, photos and animations to communicate, and proposes a strategy tailored to the specific needs of each customer. This article highlights the 10 most common mistakes to avoid when creating corporate videos.

Mistake 1: Failing to define clear, measurable objectives

Before you start producing a video for your company, it's crucial to define clear, measurable objectives. This will enable you to better focus your content and evaluate its effectiveness once published. Indeed, without precise objectives, it will be difficult to determine whether your video has achieved the desired results.

To identify and define relevant, achievable objectives, take into account the needs and expectations of both your company and your target audience. For example, your objective may be to increase brand awareness, generate leads, inform customers about a new product or service, or encourage engagement on social networks.

Once you've identified your objectives, make sure they're measurable and quantifiable. This means you need to be able to track and evaluate your video's performance against specific criteria. For example, you can measure user engagement, number of views, click-through rate, or conversion rate.

By defining clear, measurable objectives before you start producing your video, you'll be able to optimize your content around them, and evaluate the results more effectively.

Mistake 2: Not targeting the right audience

The importance of understanding and targeting the right audience cannot be underestimated when creating videos for your business. Indeed, targeting the wrong audience can have a negative impact on the effectiveness of your video content, and damage the perception of your brand.

It's essential to carefully determine the audience you want to reach with your videos, taking into account factors such as age, interests, user needs and expectations. A poor understanding of your target audience can lead to ineffective communication, low engagement and poor user conversion.

To avoid these problems, it's a good idea to adapt your video content to your target audience. Here are a few tips to help you:

• Conduct in-depth research on your target audience to find out their preferences, habits and expectations when it comes to video content.
• Create personas representing the different segments of your audience, to better understand their characteristics and needs.
• Adapt the tone, style and message of your videos to the preferences and expectations of your target audience.
• Test different approaches and formats to identify those that generate the best engagement with your audience.

In short, correctly targeting your audience is crucial to optimizing the impact of your corporate videos. By tailoring your content to the needs and expectations of your audience, you'll not only increase user engagement, but also the positive perception of your brand.

Error 3: Using a format unsuited to the platform

Each broadcast platform has its own specificities and requirements in terms of video format. So it's vital to understand the differences between platforms and adapt your video format accordingly. This will guarantee an optimal user experience and greater visibility for your content.

Overview of different video formats and their use on different platforms

Video formats vary according to platform, and each format has its advantages and disadvantages. For example, square videos (1:1) are ideal for social networks like Instagram and Facebook, as they occupy a larger surface area on the screen and are more visible in news feeds. Landscape videos (16:9) are better suited to platforms like YouTube and Vimeo, where the viewing experience is generally focused on the full screen. Finally, vertical videos (9:16) are perfect for Instagram, Snapchat or TikTok stories, which are designed to be consumed on mobile devices in portrait mode.

How to adapt the video format to the distribution platform

To adapt the format of your videos to different platforms, start by identifying the platforms on which you want to distribute your content. Next, find out which video formats are best suited to each platform, and the associated technical requirements. Finally, when producing your video, make sure you create specific versions for each platform, respecting their constraints and specificities.

In short, using the wrong format for the right platform can undermine the effectiveness of your videos and limit their impact. To maximize the engagement and visibility of your content, it's essential to understand the different video formats and adapt them to your chosen distribution platforms.

Mistake 4: Creating videos that are too long or too short

The length of your videos plays a crucial role in the effectiveness of your communication and user engagement. It's important to understand the ideal length for a video, depending on the message you want to convey and the platform on which you're going to broadcast your video. Videos that are too long can bore your audience, while videos that are too short may not convey enough information.

To determine the ideal length of a video, it's essential to take into account the specifics of each platform. For example, on Instagram and TikTok, short videos are preferred, while on YouTube, you can afford longer, more detailed videos. Also consider the nature of your message and the amount of information to be conveyed, and adapt the length of your video accordingly.

The impact of video length on user engagement is undeniable. Studies show that shorter videos tend to generate more views and interactions, while longer videos have a higher unsubscribe rate. On the other hand, longer videos can be more in-depth and informative, which can be beneficial for certain audiences and topics. Finding the right balance between length and message effectiveness is therefore crucial to maximizing the impact of your videos.

Error 5: Neglecting production quality

The quality of video production is essential to reflect a strong brand image and give a good perception of your company. Indeed, poor-quality videos can damage your company's credibility and deter users from interacting with your content. So it's important to make sure you produce high-quality videos to ensure a positive impact on your audience.

Here are a few tips to ensure quality video production:

Choosing the right hardware and software

Invest in quality hardware and software to improve the quality of your videos. This can include cameras, microphones, tripods, video editing software and animation tools. While this may represent an initial cost, it's important to consider this investment as a means of improving your company's image and perception.

Call in the professionals

If you don't have the expertise to produce quality videos, it may be a good idea to call on professionals like Moovizz to help you. They have the experience and skills to create captivating, high-quality videos tailored to your specific needs.

Paying attention to detail

Be sure to pay attention to details when producing videos, such as lighting, framing, color calibration and sound quality. These elements can greatly affect the overall user experience and perception of your company.

Planning and revision

Take the time to plan every stage of video production, from pre-production to post-production. This will ensure that every element is in place and of the highest quality. And don't hesitate to revise and polish your video until you're satisfied with the final result.

By following these tips, you'll be able to produce high-quality videos that will reinforce your company's brand image and improve the way your company is perceived by your audience.

Mistake 6: Forgetting to include subtitles and visual elements

Subtitles and visual elements play a crucial role in understanding the message conveyed by a video. They facilitate the transmission of information and capture the viewer's attention. What's more, subtitles are particularly important for the hearing impaired, or for those watching a video without sound.

To effectively integrate these elements into your videos, here are a few best practices to follow:

• Use legible subtitles: Make sure that subtitles are clearly visible and easy to read, by choosing a clear font and sufficient size. Also remember to contrast colors between text and background for better legibility.
• Adapt the visual content: Visual elements must be relevant and adapted to the message you wish to convey. Make sure they don't overload the video and are in keeping with your company's tone and style.
• Avoid distractions: Visual elements should support the video's message, not distract from it. Avoid using overly complex animations or special effects that could distract the viewer from the main message.
• Optimize for mobile: As more and more people consume video content on their smartphones, it's essential to adapt your subtitles and visual elements so that they are readable and attractive on small screens.

By following these recommendations, you can create professional, engaging videos that effectively convey your company's message and captivate your audience.

Error 7: Not using appropriate music

The use of appropriate music in your corporate videos is essential to create the right atmosphere and reinforce the effectiveness of the message conveyed. Music can evoke emotions, capture viewers' attention and set the tone for your video. So it's crucial to choose the right music for your videos to achieve a professional and engaging result.

To select and use the right music for your video, here are a few tips:

• Understand the video's objective: Before choosing the music, identify the objective of your video and the message you want to convey. The music must match the video's objective and tone.
• Take your audience into account: Music should also match the tastes and expectations of your target audience. Adapt the music to your audience's age, cultural preferences and professional background.
• Respect brand identity consistency: Make sure that the music you choose respects your brand identity and blends harmoniously into all your videos and communication materials.
• Choose royalty-free music: Avoid copyright-related legal problems by opting for royalty-free or Creative Commons-licensed music. Many sites offer royalty-free music suitable for professional use.
• Adapting volume and rhythm: Make sure that the volume and rhythm of the music are adapted to the video and do not interfere with the understanding of the message. Music should support and enrich the video, without overpowering the visual content and speech.

By following these tips, you'll be able to choose and use appropriate music that will contribute to the impact and success of your corporate videos.

Mistake 8: Not respecting copyright

When creating videos for your company, it's essential to understand copyright issues and ensure that they are respected. Copyrights protect original works, such as music, images and videos, and ensure that the creators of these works are recognized and remunerated for their work.

Failure to respect copyright can result in legal and financial consequences for your company, as well as a bad reputation. To avoid this, it's important to follow a few key steps when creating videos.

Understanding copyright and licensing

It's vital to familiarize yourself with the different types of license available for copyrighted works. Some licenses allow free use of works, while others require payment of royalties. Take the time to understand the licenses and choose the ones that best suit your needs and budget.

Use royalty-free resources

One way to avoid copyright problems is to use royalty-free resources, such as images, videos and music that are available free of charge or for a one-off fee. There are many online platforms offering royalty-free resources to facilitate the video creation process.

Create original content

Another way to respect copyright is to create original content for your videos. This means producing images, music and animations yourself, or hiring professionals to create content specifically for your company. Not only does this guarantee respect for copyright, it also helps reinforce the brand identity and originality of your videos.

Check and obtain the necessary authorizations

Before you publish a video, make sure you've obtained all the necessary permissions to use copyrighted works. This may include applying for licenses, obtaining written consents from the creators and verifying the required credits and attributions. By following these steps, you protect your business from the potential consequences of copyright infringement.

In short, respecting copyright is a crucial aspect of creating videos for your company. By understanding copyright issues, using royalty-free resources, creating original content and obtaining the necessary permissions, you'll avoid legal and financial consequences, and strengthen your company's reputation.

Mistake 9: Failing to include a clear call to action (CTA)

Including a clear call-to-action (CTA) in your videos is essential to encourage users to take action. An effective CTA can encourage viewers to visit your website, sign up for a newsletter, buy a product or perform any other action you wish to promote.

To create and integrate an effective CTA in your videos, follow these tips:

• Positioning: Place your CTA at a strategic point in the video, for example at the end to encourage viewers to take action after watching all the content.
• Clarity: Make sure your CTA is clear and easy to understand. Use simple, direct language to make it clear what you want your viewers to do.
• Visibility: Make your CTA visually appealing and easy to locate. Use contrasting colors, legible fonts and eye-catching visual elements to draw attention to your CTA.
• Relevance: Adapt your CTA to your target audience and the message of your video. Your CTA needs to be relevant to your audience's interests and needs to generate maximum engagement.

By integrating a clear and effective CTA into your videos, you can encourage your audience to take action and maximize the impact of your video content on your business.

Mistake 10: Neglecting visual and editorial consistency between videos

A common mistake in creating videos for your company is neglecting visual and editorial consistency between different videos. Maintaining a strong, consistent brand identity is essential to building brand awareness and creating a lasting connection with your audience. So it's crucial to adopt clear, consistent guidelines for your videos.

Visual consistency strengthens your brand identity and enables your audience to quickly recognize your videos. To this end, use similar graphic elements, colors and typography in all your videos. Similarly, make sure that your animation style, staging and lighting are consistent from one video to the next. This visual harmony will help create a more unified and professional experience for your audience.

When it comes to editorial consistency, it's important to adopt a consistent tone, language and message throughout your videos. This will reinforce your market positioning and anchor your message in the minds of your audience. To achieve this, establish clear editorial guidelines for your creative team, defining the tone of voice, writing style and key messages to be conveyed in your videos.

In short, maintaining visual and editorial consistency between your company's different videos is essential to reinforce your brand identity and create a lasting connection with your audience. By adopting clear guidelines and ensuring that they are applied, you will increase the effectiveness of your videos and contribute to the success of your communications strategy.

Act now

Over the course of this article, we've explored the main mistakes to avoid when creating videos for your business. It's crucial to define clear objectives, target the right audience and ensure production quality. To benefit from Moovizz's expertise and services in video and content production for businesses, don 't hesitate to contact us. They're here to help you develop customized content strategies and produce high-quality videos for a variety of platforms.