How to avoid the most common mistakes when promoting with video content
In online communications, the message can be conveyed through only two channels: visual and auditory (at least for now). That is why the number of content formats we deal with is limited (text, image, audio, video). But the absence of a great variety does not mean that it is all easy to manage.

The complexity is explained by the fact that we have to work with all formats in social media. The choice of a preferred format depends on many circumstances. For example, it can depend on the product features, target audience, social media or even on the customer's wishes.
Many newcomers think they can do everything: write a good post, draw a picture in Illustrator and shoot an interesting video. But it is way better when you have a particular professional in your team. Such a professional will get the job done better and faster.

Today, I asked our video content specialist what mistakes in video content creation are most typical (advertising videos, stories, reels, TikToks, shorts and so on).
1) The video doesn't attract from the first seconds

We only have 2-3 seconds to "grab" the user. Moreover, the capacity of human attention is being exhausted because of the constant pressure of information flooding. So, there is less and less time to spark an interest in someone.

There are several ways, both psychological and physical, to prolong the attention point. For example, the first category includes the "break-the-pattern" trick (the gorilla from a Cadbury advert immediately pops up in my mind). The second category includes work with music and dynamics in the video itself.

Also avoid stamps. I mean when it's obvious what the video is about from the first frame, and all the intrigue is gone.
2) The information presented in the video is too complex (it only refers to the situation when the content is NOT expert)

When a video contains too much complicated material, we want to skip it on the reflex level. And when complex material comes along with poor presentation, we just ignore it. Tips to avoid the above:
  • Keep it simple. You can make any message clearer if you get rid of unnecessary details and explain complex terms in simple words.

  • Stick to the structure. We should emphasize the main points in the video just as we do it in the text. Make sure the ad has a clear USP and call-to-action.

  • Be sure to add subtitles to make the information easy to understand. That way you make your viewers feel good and boost their engagement. 
3) The music doesn't match the picture

For example, you can choose a very specific track that doesn't fit the video at all. The target audience may dislike the track as well.
One more general advice: do not be afraid to add trendy music. And if you want to achieve the "wow effect," synchronize the actions in the video with the music (moving to the beat, changing lyrics to match the beat and so on).
I would add one more remark: people's expectations regarding the content quality have increased drastically. If two years ago you could afford not to spend money on a good picture, sound, light for TikTok content and still get into the top, now it is virtually impossible to achieve it without proper preparation. This works with all networks. I mean poor quality pictures and videos on Instagram, low-quality videos on YouTube (720p video is considered a flaw now. Even if most people watch it on their phones and barely see the difference).

We often forget that social media is not static. It lives and changes with the audience (and with technological advancement, as we have noticed). As a practical researcher, I get very excited by this because I can't stop learning. As soon as everything becomes "clear", new formats, cases, and interesting challenges show up – and I will continue writing about them here.