Film production isn't all about the talent. Bold statement, I know, but a good video marketing strategy underpins the success and reach of any great piece of work. In its absence, it's possible you make a blockbuster-whammy of a video that never gets seen. Even worse, it's entirely possible you invest in a flop! 

I've been browsing blogs in search of wise words on the topic and really like this list by Ajay Prasad, so I pinched the best bits. Here are some common production failings and how your business can dodge them:

1) Mixed messages

Packing too much in does more harm than good. This typically happens when you're indiscriminate with script content in an attempt to attract and please across the board. However, mixed messages are hard to follow, and nobody is under any obligation to listen to you. If your message is convoluted and unclear your viewership will suffer as people get increasingly bored and tune out.

Distill your message with a high-quality script. Describe a problem, offer a solution, and flesh it out with a little humour or fact for interest’s sake.

2) Unclear goals

It isn't cost-effective to produce video for video’s sake. A video marketing campaign should be targeted towards a specific goal so that you can monitor the outcomes and measure its success.

Before you begin your scriptwriting process, define the objectives for your project. What issue do you want this particular video to resolve? Who is your target audience? What solutions are you trying to highlight to them? Will the video be supported by further material? And where does it sit in your overall content creation process?

3) Too much talk

Hey jabbermouth! The first 3 - 10 seconds of your video is crucial in web video: every word counts. 

Be ruthless when editing your script. Use overlays to underscore key points. Include a call to action that guides viewers along the buyer’s journey.

4) In-house production

With social media video, authenticity frequently champions production value; people go online in search of stories and information, not a sales pitch. However, when a video is intended to represent your brand more formally, as on website pages, there's a slightly different expectation and it doesn’t pay to cut corners. Consumers are spoiled for choice when it comes to video - a fairly high standard is the status quo. 

Investing in high-spec kit can be a false economy in this scenario; a grand piano in the hands of a novice is basically just a cumbersome noise-maker.

If you don't have the requisite skills in-house, hire a professional video production company.

5) Not utilising video metadata

It’s a commonly overlooked aspect of video marketing campaigns, but metadata matters. Metadata consists of the titles, tags and descriptions for your video. These help improve your search engine rankings.

Metadata helps you get found. You can use online tools such as the YouTube Keywords Suggestion tool, Headline Analyser, Hubspot or TubeBuddy to find relevant keyword suggestions to optimise your videos.

6) Missing transcripts

Speaking of SEO, if your video lacks reach, a missing transcript might be to blame. Including one makes your video much more search engine friendly.

There are several transcript options available to you. A quick-fix solution would be to copy and paste your script into the body of your page. This helps you get picked up by crawlers, and will be a key factor in determining keywords. If you are pushed for space, but want the transcript on-page, you can also place the full transcript in a division tag or constrain the dimensions with a re-sizeable text area box.

If your script is particularly lengthy you may want to link to a separate transcript page in order to prevent Google from misclassifying your page as text-oriented. You could also improve your SEO by adding an interactive transcript, adding a Schema video markup or using closed captions in HTML5.

Put as much love into the strategy surrounding your video as you do the piece itself and you'll be less likely to suffer the disappointment of a failed video campaign.