As harsh as this sentiment sounds, if your customers and potential customers are thinking it, wouldn’t you rather know? The problem is most marketers get stuck in this “got to feed the beast” mindless content marketing mentality and they sometimes forget to step back and see the whole picture.
In the 1920s the theory of Gestalt psychology was developed which loosely means that the whole is greater than the sum of its parts. When I was in college I had a visual design professor who used to continually profess the value of the Gestalt Principles as it relates to design. Going into video I took the same mentality of stepping away from a production. I take the pieces apart and look at them separately but then step back and watch the entire animation as a whole. If something seems forced, doesn’t fit in or isn’t serving a purpose; I cut it.
If I’m working on a larger video marketing strategy and I’m looking at the content we’re creating and the content the company is creating themselves; I want to see everything in its place. Every bit working together to tell a bigger story. But if something seems forced or the tone doesn’t jibe with the rest of the video content we’re producing, it doesn’t need to be made. Your brand’s tone of voice needs to be consistent whether that is a top of the funnel explainer video or a middle of the funnel feature video or a bottom of the funnel knowledge base video answering a specific product questions. It all needs to be consistent and carry some balance of information and entertainment value to keep the viewer engaged.
The best way to take a look at your video marketing as a whole is to do it through the eyes of your customers. What do they want to see? What would help them make more informed purchasing decisions? Is the content I’m creating even interesting to them or am I not providing the right information?
I worked with one client who realized after talking to their customers that most of what their video marketing was saying about their product was wrong. They were touting feature X when most of their customers were most impressed with feature Y. Feature X was nice to have but feature Y really saved them time and provided the true value to the product. The problem was everyone internally was very proud of feature X, so they felt like that was what their customers wanted to know about.
Granted I’m usually looking at many companies from the outside, so it’s easy. It’s a lot harder when you’re a junior level marketer listening to senior level management or your boss’s boss tell you what to think and do. But it has to pass the gut test. Step back and look at the video marketing strategy as a whole as it relates to your customer’s point of view. You need to think about “If I was the customer, what would I think of this?” Is it too salesy? Does it come across forced? Is it too long? You need to figure out what’s not working and not publish it until you do. You may end up scrapping it completely because it just doesn’t serve a purpose.
The point is, most of your customers aren’t going to tell you a video you made sucks. Even if it tears everything you’ve done down, a bit more constructive criticism could help you. Remember “I like it” is just as useless as “It sucks”. Dig deeper. If a script is rife with corporate gobbledygook; scrap it or edit the hell out of it until it sounds natural. Extraordinary content is humanizing and you’re not going to make extraordinary content if you’re not thinking like a human.
Has your video marketing gone stale before? If so I’d love to hear in the comments below how you regained your video marketing mojo and brought it back from the dead. I always reply back quickly to keep the conversation going.