Video is a powerful marketing medium for financial firms. An image can say a thousand words, so think about what a series of images (motion picture) can do! However, just like most powerful things, financial videos have the power to both create and destroy.
Done correctly, a financial firm’s video marketing could transform your brand exposure and lead generation efforts. Done poorly, it could seriously undermine your branding and public relations efforts. It helps, therefore, to have a clear idea of the common pitfalls, to avoid, when embarking on a series of financial video projects.
In this post, our team at CreativeAdviser shares 6 common mistakes to avoid when making (and publishing) financial videos. We hope you find this content useful. If you’d like to discuss your own video marketing with us, then we’d be delighted to explore this further with you over a free online consultation.
#1 Terrible images
You have likely watched videos on YouTube with awful imagery. It immediately signals low quality and makes the viewer skeptical that the content creator has anything of value to offer. After all, if the publisher cuts corners on the visual content, why wouldn’t they do the same with the text-based (or voice) content – where statistics, claims and insights are offered?
If you are going to invest in video marketing for your financial firm make sure the imagery is relevant, high resolution and consistent (with your brand and with each image in the presentation). Be careful to avoid visual clichés and also take care with the transitions between slides and images. Smooth fade effects can help ease the eye between transitions, for instance.
#2 Bad audio
In our experience, we have found that viewers of financial videos are alienated by poor audio even more than poor imagery. This includes loud background noise (“white noise”) such as passing traffic during an interview. It can also include the music that accompanies the presentation. If the music is too loud or the style inappropriate to the video content (and audience’s tastes), this can create problems.
There are some practical steps you can take to avoid these mistakes. One is to invest in good quality audio recording equipment, to help eliminate distracting background sounds and ensure clearer voice quality in the video. Another idea is to invest some funds into decent background music, rather than relying on free (or self recorded) songs which may not be up to the task.
#3 Ill-conceived length
How long should a video be for a financial firm? Duration is a crucial factor in determining whether your financial videos sink or soar. Too long and you risk boring the audience. Too short and you risk compromising the content quality, leaving your viewers feeling short changed. The exact length, of course, depends on your audience and the purpose of the video. A good starting point is 1-2 minutes.
#4 Brand dissonance
Your branding comprises multiple aspects of who you are as a business. One of these aspects is your visual identity. If your logo, colour scheme, fonts and styling are poorly-conceived and this is reflected in your financial videos, then it will not go down well with your audience. However, branding is more than just how the presentation looks. It is also about how you make the audience feel.
This partly comes down to the words you use in your financial videos. Is the tone of voice consistent and authentic? Does it make the person watching feel valued, welcome and involved? Does your content disparage, patronise or sound aloof? Or worst, does some of your content convey one type of tone, only for this to be contradicted a different tone of voice in different videos (or, even in the same one)? Take care to craft your brand voice carefully and keep it consistent.
#5 Bad scripting
What should you say in your financial videos? Getting the balance right can be difficult. After all, you don’t want the content to be too “thin” (in an attempt to make it accessible). On the other hand, your presentation will likely fall flat if it is laden with too much technical content or jargon. Also key is the script that you use for a pre-recorded video.
How you do this will depend on the type of financial video you are making. If it is a “live” session, then it will likely come across badly if you simply read from a written script as you talk to the camera. More likely, viewers will expect a more “conversational” presentation – where, perhaps, you have a few notes that you refer to (to keep things on-topic). However, even a pre-recorded video may come across as a bit stale if you look like you are reading aloud. Consider practicing your presentation off-camera, to see how it sounds and how long it is.
#6 No/poor calls to action
What do you want your audience to do after they have watched the video? It might be that you want to use your financial video as a call to action to book a meeting with your team. Alternatively, perhaps you want them to watch other relevant videos and “subscribe” to your channel. This way, they can be notified when you publish a video and receive more regular content from you. Gradually, this helps them to see you more as a thought leader and someone they can trust.
Unfortunately, many financial firms do not include any call to action in their financial videos. Or, the call to action is inappropriate or poorly worded. Make sure you don’t make this same mistake!