The other day, we came across an article titled “21 Reasons Why Readers Don’t Like Your Blog”; after reading it, we searched articles along the same train of thought but for videos, and nothing appeared. So, our team has put together 21 (of the many) reasons why people don’t like your video. Each of these reasons will help you increase your audience to customer conversions and, at the same time, help you build your online community. Let’s dive into the 21 reasons why people just don’t like your video:
1. Google doesn’t like your video
How do you know people don’t like your video if they haven’t even watched it yet? Google doesn’t crawl a video like they crawl a blog; search engines don’t pick up keywords in your video unless you provide them. In saying this, make sure you up the anti on your VSEO (Video Search Engine Optimization) by tagging it, giving it an awesome (descriptive) title and even including closed captions so Google has keywords to pick up on and use.
2. It looks like your brand and logo threw up all over it
It’s great that you want to brand your video, but you don’t want to make it look like the only reason you created a video was to show your logo. You can definitely use Brand Watermarking to create a permanent branded logo, but you don’t need to have your logo all over your video content (i.e. your video host, the background, objects, backdrop, etc.)
3. It’s way too long
I came here to watch your video, not a movie! Don’t give your audience something they don’t want: to sit for more time than they bargained for. Unless you’ve clearly outlined that your video is a tutorial – or something along those lines – don’t waste people’s time. We took at look at 25 customer videos we were hosting to see if there was a correlation between the time people dropped off and the length of the video.
Remember, there are 2 important variables here: relevancy of audience and quality of content. The data pulled is to give a high level understanding of where people are dropping off. That’s not to say that if your content is amazing in your 2-minute video, people will start to drop off after 35-40 seconds. Use this data to recognize the average drop off rates and where you should be inputting content to keep your audience watching.
4. Your video’s host is not engaging
Who did you throw in your video to speak to your audience? Don’t tell me it was the “Raj” (The Big Bang Theory) of your office – the guy who has problems speaking to women. That’s fine if you do have that guy working in your office, just don’t put him/her in front of a camera and expect them to be able to communicate your message to your audience.
5. They couldn’t find the play button
The play button is the biggest call-to-action you have available. Without it, people will assume the image of your splash screen is nothing more than a pretty picture. The splash screen below was from a large organization based out of Toronto. It was located under the tab “videos” but it still doesn’t scream “play me!”
By placing a play button in the middle of the screen, visitors would have known what to do with the image instead of just looking at it.
6. They got distracted on YouTube
YouTube is an excellent platform to increase video SEO and overall online brand awareness; but, it is easy to get distracted when searching. Take a look at all the ‘clutter’ that came up when I searched “video strategy”:
This video was by far not the most popular one watched among all the search results:
However, by looking at the Title and description, we can see that they knew what they were doing when it came to SEO; include “video” and “strategy” and “video strategy.”
7. There was no value in it
You may think your video is the greatest thing on earth, but other people may not. Don’t be offended, this happens all the time. Here are 2 things to ask yourself: Is my content under-appreciated because…
HubSpot produced a great video about their product/services. They don’t overload on the sales side of things, instead, they define a problem(s) and a solution. Lastly, they guide you directly to the place you need to go to solve these problems. Take a look:
8. It didn’t download (or didn’t upload fast enough)
Are you making people wait to watch your video? If so, you’ve lost them before you’ve even started. Ensure your hosting platform is up to speed and won’t keep your audience waiting. Not sure how long is too long to wait? Try this test:
Step 1: Take a piece of paper and pen
Step 2: Press play
Step 3: Write down “loading time”
Has your video started yet? If not, you’ve waited too long. If it has, you’re good to go!
9. Don’t animate if you’re not animator
Low quality videos not only harm your overall messaging, they make your video and company look bad! Animation can get expensive but there are also companies that can work within your budget and produce an awesome final product. What’s the lesson here? Don’t hire your 14-year-old niece to animate just because she’s good at drawing cartoons. Spend the money if you have it and don’t create an animated video if you don’t.
10. Your phone is your phone… not a camera for your business’ marketing video
Regardless of whether Samsung or the new iPhone is the next best thing, if you want a high quality video, use a good camera. Decide on the purpose of your video and choose your technology from there. You may not need a camera that runs you $8000+. Looking for a cost effective solution? Try the Canon EOS Rebel! If your video is about your products and services, consider using better equipment to produce a better video.
11. Audio doesn’t match
Don’t spend hours and hours writing and producing video content only to have it out of sync with your audio. This point is pretty easy and straightforward: Ensure your audio matches your content and don’t release your video until it’s done!
12. Your knockoff video sucks
Knock offs can be fun and entertaining but there’s a thin line between being amused and being bored. What’s the golden rule? Don’t try to be exactly like the original. Avoid using the same script and content. Instead, create a response to it by using the same elements that made it popular in the first place, but put your own spin on it.
13. You auto-played it without warning
Don’t throw your video in people’s faces the minute they visit your website/landing page. The exception here would be that you prompted them with a thumbnail or “watch my video” here type of call-to-action. If their volume is turned up and they weren’t prepared for your video, they more than likely will be irritated rather than entertained.
14. Your embed code doesn’t support your platform
Before you embed your video, ensure you are using the proper embed codes. Some websites, such as Tumblr and Posterous, are secure and require a ‘secure embed code’ for videos to work. In this case, people aren’t able to like your video because they can’t even see your video!
15. You’re over-using catch phrases
Catch phrases and abbreviations need to be used in the proper context in order for them to be funny. For instance, saying ‘LOL’ in your video, instead of actually laughing, is a huge turn off. Save those for your next text message. Those catch-phrases that you’ve picked up in the last couple of weeks need to be prompted and have sufficient context to support them. Over using catch phrases that only your team understands won’t resonate the same way with your audience.
16. Your content lacks flow – who edited it?
This follows the same fallacy of having your 14-year-old niece animate your videos. There are plenty of ways to edit a video, but make sure that however you do it, you create a flow between frames, thoughts and the context of the video. For example, if you ask a question in your video, make sure you answer it within the next 10 seconds. What happens if you don’t? You could threaten the validity of your content.
17. No one’s able to share it
If 1 person loves your video, that’s awesome! But if that 1 person has no way to tell other people they loved your video, that awesome review won’t go too far. Make sure you include sharing buttons for platforms such as Twitter, Facebook, Linkedin, Google+ and Pinterest, so your viewers can share your video with their audience
18. You mentioned your competitors (don’t bash others)
Make a point, but don’t make it by stating how much better you are than your competitors. Why not? You not only look ‘slimy’ in your video, but you also plant your competitor’s brand in the minds of your audience. What happens next? They start comparing your services to your competitors by going off your website. Now you’ve lost them.
19. You filmed it in your mom’s basement
Set the mood and stage for your video by choosing a background wisely. Filming in your mom’s basement may have worked for Wayne’s World, but that doesn’t mean it works for your business. Here are some other things you need to avoid when shooting: noisy background, blurry green screen, low lit areas, directly under a light and outside at night.
20. They do, you just don’t know it (analytics)
Your audience really does like your video, you just don’t know it because you aren’t tracking it! Don’t assume that because you haven’t received an influx of emails, tweets or posts that people don’t like your video. The reality is, unless you track video activity using an analytics platform, you won’t know how many people are watching, for how long and how many times.
21. Your splash screen is awful!
Don’t assume that just because people see a play button that they will want to play your video. If your splash screen doesn’t entice viewers to watch your video, they won’t. What’s an example of a bad splash screen? Your logo. Videos are meant to help your audience and provide them with valuable resources and content. Seeing your logo off the bat says “I’m trying to sell you.”
What makes a great splash screen? One that illicits interest and curiosity. Here is a video that makes me ask “What is HubSpot?!” and ultimately, I’m going to click to learn more.
There are more than 21 reasons why people won’t watch your video, so we’d love to hear your input on why you don’t like or won’t even watch a video!
Steph is the Marketing Manager here at Vidyard. She looks after Vidyard’s Marketing strategies, with a particular love for writing. Looking for a blog on a particular topic? She’s the one you want to reach out to!