Five Mistakes You Are Making When Creating Video Content

Your video content proves your work dynamically, hence it should be a priority to make sure it's well produced and adds to your marketing strategy.

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Producing engaging video content for your business can widen your customer and audience reach. If done right, it serves as an effective marketing tool to enhance your brand’s market presence. Your video content proves your work dynamically, hence it should be a priority to make sure it's well produced and adds to your marketing strategy. Here are five mistakes that companies often make when they go about creating video content: 

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1. Producing poor quality video The days of relying on your phone and producing a shaky poor quality video in the name of “authenticity” are gone. The audience now expects a more polished viewing experience. Don't forget that your video content is an extension of your brand. Produce a poor quality video, and the audience will start to believe you are promoting a poor quality service or product. Perception is reality.

2. Ignoring the importance of sound Audio comprises 50% of your viewing experience. Poor audio can result in your audience giving up on watching the video all together. Make sure to pay attention if filming in public areas. Can an alternate location be used? Is it time to invest in a microphone to ensure smooth sound? The answer is, probably, yes!

3. Over-selling Companies need to remember that viewers tune into video content online to be informed or entertained, not to be sold to. Companies that force their brand and product throughout their video content are unlikely to see the ROI that they need. The most googled terms are “how to” and “how do I,” which means your video content will have the highest engagement if it is answering a question and providing knowledge, as opposed to directly promoting your services.

Related: Boosting Online Retail In The Middle East With Video Marketing

4. Expecting too much from one video This is when you believe you've produced one great video, and you don’t understand why sales haven't flooded in. Like with most things, this takes time, and video content needs a consistent strategy. It can take 2-3 months to start to see an uptake in your video content. The more visible you are, coupled with the more knowledge you share, will ensure that when clients are ready to pay for your service, since you are at the forefront of their mind.

5. Talking about everything you do in one long video Your video content should never feel like a shopping list. This is not an opportunity to talk about everything you do in one video. A better strategy would be to create shorter 30 second to one-minute videos, each focused on one topic. The average audience online retention is currently at one minute and 40 seconds, and it is consistently getting shorter. That coupled with the optimum durations for different platforms means that in most cases, 30 seconds to one minute and 30 seconds is sufficient to get your message across.

This article was developed in collaboration with Young Arab Leaders (YAL), a pan-Arab, non-profit organization that seeks to promote modern leadership and entrepreneurship among Arab youth, men and women, with a view to improving the socio-economic situation in the Arab world.

As a YAL member, Reim El Houni notes that the caliber of events she has attended with the organization has been unmatched. “They provide exclusive opportunities for members to get up close and personal with some of the UAE's most influential businesswomen and men, offering insight into industries that you may not normally be exposed to,” El Houni says. “Their events are exclusive and highly curated and are always worth the time investment. Whether it’s their Power Lunches, or their Executive Meetups, you’re guaranteed to walk away with a new perspective and insight into the world of business.”

To learn more about YAL and be a part of its network, check out yaleaders.org

Related: Three Steps To Creating Awesome Social Video Content

Reim El Houni

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Reim El Houni, an active member of Young Arab Leaders, trained in the BBC and worked her way up the ladder primarily working on the production of corporate films, TV commercials, webcasts, and events. She moved to Dubai in 2007 where she was catapulted back into the broadcast world, producing and directing the first English language locally produced TV show for Dubai One. She became an Executive Producer and Head of Events at the channel, responsible for developing a range of lifestyle programming and for live TV coverage of key events in the Dubai calendar. 

Reim launched her own production company Ti22 Films in January 2011 servicing both corporates and broadcasters. Ti22 Films has won 11 New York Festival Awards and an additional 13 finalist awards, and in 2014, was awarded its first Cannes Corporate Media and TV Award. Clients Reim has worked with include DAFZA, EGA, ENOC, DCAA, DTCM, GMG, LG Electronics, Reebok, and broadcasters such as National Geographic, Discovery Channel, BBC, and many more.

As Reim believes the future of the media industry is in online content, in 2014, she founded dubai ON demand, an online presenter-led lifestyle channel featuring a host of well-known Dubai personalities, where the world of branded content and influencer marketing collide. dONd has since evolved into a popular membership based personal branding vehicle with video at the core, for thought leaders and content creators. In 2019, a third video brand was born, Fusion Digital Content to support organizations develop regular social media video content.

Reim has served on the Jury of the New York Festival Television and Film Awards for seven years, and is regularly called to speak at events.  She also supports organizations as a media consultant and video strategist, and runs both in-house and public workshops to support entities with their video strategy.