Earlier than I labored at HubSpot, once I created my very first collection of selling movies, I used to be stumped. Befuddled. Pissed off.
Right here I had a group of what I assumed have been nice examples of visible content material, and but, I ended up asking myself, “Why is nobody watching my movies?”
The place did I’m going incorrect?
If solely I knew then what I knew now. My absence-of-views drawback was one which many entrepreneurs appear to face — which is why I made a decision to make a listing of the most typical elements that preserve viewers away.
Learn on, and bookmark them for reference whenever you’re formulating your subsequent video content material technique.
Why No One Is Watching Your Movies
1) They’re too lengthy.
It looks like we’re previous the purpose of requiring proof that helps the dwindling human consideration span, however simply in case — research say it’s about eight seconds. On high of that, roughly two-thirds of consumers desire movies below one minute, so in sum: Preserve it quick.
I’ll always remember what HubSpot’s CEO, Brian Halligan, stated to me throughout a chat about content material creation: “You’re asking to borrow somebody’s mind.”
If you ask somebody to borrow something, the thoughtful factor to do is to be respectful of that individual’s time, and once they may want it again. Typically, we’d like our brains — so whenever you create one thing like video content material, keep in mind that you’ve got your viewer’s mind on mortgage.
That’s to not say that your video must be restricted to eight seconds — in any case, how a lot may you probably say in that period of time? However whenever you create it, be sure that these first few seconds are extremely partaking, as that’s whenever you’ll must seize the viewer’s consideration to keep up it.
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After I find yourself with uncooked footage that’s over an hour lengthy, I at all times prefer to re-identify the important thing message of my video and rewatch it to see what contributes to and what detracts from my objective.
After a great deal of brainstorming, I attempt to get rid of any pointless content material that doesn’t help my objective. If something feels overly modular, template-y, or prefer it’s simply constructing upon current content material, it will get axed.
I recommend using storyboarding to map out your video’s flow, making certain every second serves a goal. Use analytics to measure viewer retention charges and pinpoint the place audiences drop off. Preserve your introduction concise and fascinating, because it units the tone for the remainder of the video.
I additionally discover having a storyboard may be very useful once I’m in a time crunch and wish to make my movies as succinct as attainable. Oh, and don’t neglect — analytics are your good friend. That’s to not say it’s best to take a numbers-only method.
Quite the opposite, you will need to be sure that what you’re doing is sensible numbers-wise, and vice versa.
I generally get into conditions the place I really feel anxious in regards to the quantity of content material I’m “throwing out.” I instantly begin to think about concepts for shorts, teasers, highlights, and extra. The purpose? Don’t throw it out. As a substitute, be aware of the viewers. Talking of which…
2) You’re going after the incorrect viewers.
I really like pet movies. You like pet movies. Everybody loves pet movies. However what the heck have they got to do together with your model?
Everytime you create visible content material, that’s a query it is advisable ask your self: “What the heck does this need to do with my model?” And whereas there is likely to be a method to incorporate a pet into that, it needs to be related to your viewers.
If you got down to create a video advertising and marketing technique, one of the essential issues to contemplate is what your audience desires to observe — present and potential clients alike.
Leisure apart, what’s going to be useful to them? What’s going to get their consideration, make them glad that they allow you to borrow their brains, and reply the questions that introduced them to your content material within the first place?
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So, what’s the treatment to whiffing your viewers?
Begin by attending to know your viewers higher — like, actually know them. Dive into their world with instruments like surveys, social media insights, and good old school viewer suggestions. What do they like? What do they dislike? What would they prefer to see?
Determine what makes them tick, what retains them up at night time, and what they’d truly wish to watch. Be sure to construct these detailed buyer personas to maintain your concepts on level.
Then, make movies that talk on to their wants, pursuits, and challenges. Don’t be afraid to experiment! Check out completely different kinds and matters to see what clicks. And hey, why not contain your clients?
Ask for his or her enter — it’s a good way to verify your content material lands.
3) You’re utilizing the incorrect channel.
When individuals consider “video advertising and marketing,” typically, the very first thing that involves thoughts is YouTube. And that’s not a incorrect assumption to make. In spite of everything, about two thirds of U.S. Web customers use YouTube.
However YouTube isn’t the solely place the place movies are consumed — and it’s not the one place the place you’ll discover your audience.
Contemplate that 45% of people, as an example, watch greater than an hour of movies on both YouTube or Fb.
On high of that, Fb is the most well-liked social media channel, with 71% of U.S. adults utilizing it.
So in case you’re specializing in YouTube alone, and never creating unique video content material on Fb — nicely, you is likely to be lacking out on a key portion of viewers.
However the place you publish movies additionally will depend on who you’re attempting to achieve. Gen Z, for instance, “can’t stay with out YouTube,” with a formidable 96% of that technology on YouTube.
They’re way more more likely to eat content material on that channel than on Fb, which has solely attracted 40% of Gen-Zers.
That’s why it’s useful to determine the place the completely different segments of your audience spend their time on-line, which might help dictate what sort of video you’re going to create and the place will probably be shared.
The Pew Analysis Heart’s annual Social Media Update is very useful for that, which breaks down who’s utilizing what. Take a look, and determine if, primarily based on who you need watching your movies, it is advisable broaden or slender your content material distribution.
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How precisely does one return from this? It’s not the tip of the world, don’t fear.
Begin by digging into the place your viewers truly hangs out on-line. Try instruments like Google Analytics or social media insights to determine the place your visitors is coming from. This could offer you a fast plan to pivot.
Then, make your movies work for these platforms. Suppose vertical for Instagram Tales or TikTok, and horizontal for YouTube — completely different areas, completely different vibes!
An enormous plus is that this doesn’t require extensive editing or repurposing. Simply ensure you take note of formatting, size, and tendencies endemic to those platforms.
Add your movies natively to every platform as a result of, let’s face it, algorithms love unique content material. Experiment with completely different posting times and kinds to see what will get essentially the most love. And don’t neglect to remain on high of the tendencies — analysis papers, case research, statistics.
The extra you recognize about the place your individuals are and what they need, the higher your movies will land. Though, I emphasize, this doesn’t imply you shouldn’t promote your movies on different channels.
4) You’re not selling them on different channels.
Let’s say you create unique content material video on Fb. Don’t simply go away it there — as a result of that limits its viewability.
“However doesn’t that go in opposition to what you simply stated about utilizing the suitable channel?” On the floor, possibly. However right here’s the factor — repurposing that Fb video for different channels might help to drive each engagement and visitors.
Right here’s the place one thing like Instagram generally is a nice useful resource. Now that verified accounts have the choice of including hyperlinks to their Story posts — that’s the factor on the backside that often says “see extra” beneath and upwards-pointing carrot arrow — it serves as one other car for driving visitors to a website the place you need extra engagement.
Try how HubSpot used video on its Instagram Story to drive visitors to Fb in the best way we’re describing:
You don’t need to create a completely new video from scratch for one thing like this, both. You may take essentially the most attention-grabbing 15-second clips of your longer video and use them to construct a cohesive collection of shorter movies.
Then, you should use them as Instagram Story segments to drive visitors to the place you need guests to go, whether or not that’s to a full-length video or different content material.
For this goal, you should use HubSpot’s Clip Creator, which makes use of AI to create fast, digestible movies for all channels.
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So, how do you repair it? Straightforward — don’t let your movies collect mud on one platform.
Share the love! Take the very best bits, like these tremendous attention-grabbing moments, and throw them up on Instagram Tales, X, or LinkedIn. These fast clips are excellent for getting individuals curious sufficient to take a look at the complete factor.
Bought an e-mail record? Use it! Drop these hyperlinks into your newsletters so your subscribers can see what you’re as much as. And hey, why not staff up with some influencers or trade buddies? Allow them to share your video with their crowd — it’s a good way to achieve new individuals.
Additionally, don’t neglect to make your movies straightforward to search out. Optimize the descriptions, tags, and titles in order that they present up when individuals seek for stuff.
Oh, and professional tip: Preserve sharing these movies over time. The important thing isn’t simply to get views, however to your whole model to be extra seen and to rank higher.
5) The title is deceptive.
You is likely to be aware of the time period “clickbait”: Using attention-grabbing titles that trick individuals into clicking on one thing, solely to take them to content material that doesn’t actually have something to do with the title.
That’s an enormous no-no and may result in critical penalties on search engine optimisation and sure social media websites. Fb, for instance, takes measures to take away clickbait from customers’ feeds.
In different phrases, whereas it may appear tempting to provide your video a click-worthy title, if it doesn’t truly describe your content material, you’ll in the end be punished for it.
And even when it doesn’t instantly get you faraway from social media channels or decrease your SERP rating, it’ll tarnish your model — as soon as the consumer sees that you simply’re making use of deceptive titles to your movies, she’ll probably affiliate you with unauthentic content material.
It additionally simply is sensible to have your title carefully match what the viewer is trying to find — you’re creating the video content material that’s offering an answer to the consumer’s question. Plus, analysis performed by Backlinko discovered that movies with a precise key phrase match within the title have a slight benefit over those who don’t.
Lastly, ensure you additionally preserve your title quick — HubSpot Content material Strategist Alicia Collins recommends limiting it to 60 characters to assist preserve it from getting minimize off in outcomes pages.
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What’s the magic trick right here? Easy — be sincere and clear together with your titles. Nobody likes clickbait, and it’s solely going to harm your model in the long term.
Be sure that your title truly matches what your video’s about. Not solely will your viewers admire it, however engines like google and social platforms will too.
It really works each methods, too — since 2022, Google has been actively penalizing sites for misleading content, and also you DON’T wish to find yourself of their crosshair.
After getting a subject thought, begin by performing some fast key phrase analysis with instruments like Google Key phrase Planner or Ahrefs to search out out what your viewers is trying to find.
You may even begin typing into the YouTube search bar and see what it fills in robotically. Then, sprinkle these key phrases into your title so it aligns with their queries. One other factor I love to do is take a look at them with buddies, household, and associates.
Wish to seize consideration? Strive utilizing numbers or action verbs in your titles, like “3 Ideas for…” or “ Crush…” It’s a good way to make them stand out. Don’t be afraid to experiment, both — A/B testing can present you which of them titles actually click on together with your viewers.
And hey, in case you’ve acquired older movies that aren’t performing nicely, give their titles a refresh to make them extra correct and interesting. Downside solved!
6) You’re not optimizing it.
You is likely to be shocked that that is the primary purpose why nobody is watching your YouTube movies. As essential as it’s, giving your video an correct, clear, and concise title is only one a part of optimizing it.
Right here’s the place YouTube turns into a serious participant once more — it gives one of the detailed ranges of optimization of most video sharing platforms.
Let’s check out a number of the helpful optimization choices in your toolkit. Use all of them, lest you wish to be buried deep below your competitors’s movies.
Description
This ought to be restricted to 1,000 characters. Don’t let your creativity overshadow the objective of practicality.
In spite of everything, your viewer got here right here to observe a video, to not learn numerous textual content, proper?
Plus, YouTube solely shows the primary two or three traces of textual content, which involves about 100 characters, so front-load the outline with an important data.
To totally leverage the outline, I often embrace CTAs, social media hyperlinks, and anything I wish to drive visitors to. One thing alongside the traces of:
Tags
Utilizing tags doesn’t simply let viewers know what your video is about — they inform YouTube, too, which makes use of tags to grasp the content material and context of your video, based on Backlinko.
That method, YouTube can affiliate your video with related movies, which may broaden your content material’s attain. However method with warning — simply as together with your title, don’t use deceptive tags as a result of they could get you extra views — in truth, Google may penalize you for that, too.
Class
Selecting a class is one other method to group your video with related content material on YouTube — however which may not be so simple as it sounds.
YouTube’s Creator Academy means that entrepreneurs “take into consideration what’s working nicely for every class” you’re contemplating by answering questions like:
- Who’re the highest creators throughout the class? What are they identified for, and what do they do nicely?
- Are there any patterns between the audiences of comparable channels inside a given class?
- Do the movies inside an analogous class share qualities like manufacturing worth, size, or format?
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Need your movies to shine? Use each optimization device at your disposal. Begin together with your descriptions — preserve them quick, filled with key phrases, and helpful proper from the beginning. Don’t neglect to incorporate a transparent CTA, whether or not it’s sending individuals to your web site or one other piece of content material.
Tags? They’re not simply an afterthought. Use particular ones that match your video’s matter to assist it present up in the suitable searches. Decide a class that matches your content material, and take a peek at related movies to see what’s working for them.
Thumbnails are your secret weapon — make them customized and attention-grabbing, one thing that tells the story of your video in a single look. Including captions and transcripts? That’s a win for accessibility and search engine optimisation.
As soon as your video is on the market, keep watch over your analytics. If one thing’s not clicking — like your tags or description — tweak it till it does. Optimization isn’t a one-and-done deal; it’s all about fine-tuning to get the very best outcomes.
7) It doesn’t make the viewer really feel something.
After I’ve watched a video, I wish to really feel one thing — whether or not it’s sensible, unhappy, amused, or usually higher off, I don’t wish to really feel like I’ve simply fully wasted my time.
And whereas some may label the aforementioned pet movies as “non-productive,” the truth that they probably improved my mood implies that it wasn’t the worst use of some minutes.
And keep in mind what we stated earlier than about individuals being quick on each time and a focus? There’s nothing that may preserve viewers from coming again greater than leaving them feeling like they didn’t achieve something from watching your video content material.
Oftentimes, feelings can influence buying decisions, particularly when there’s a narrative concerned. So whenever you create video content material, it may possibly assist to have an neutral viewers preview it earlier than you make it public, like a good friend or a colleague from a special division.
Keep in mind what the intention was behind the video — was it meant to be useful, transferring, or entertaining? Then, after your good friend watches it, ask if it made her really feel the best way you hoped it could.
If it didn’t, ask how or what the video did make her really feel. If her response lacks enthusiasm, that’s an excellent indication that it is likely to be time to begin over.
And keep in mind: Feelings are what make individuals wish to share one thing. It’s what makes watching a video extra of an expertise than an prevalence, and what is going to make the viewer wish to share it with others.
So doing what you possibly can to verify your viewer feels one thing in response to your video doesn’t simply present her with worth — it makes her extra more likely to share it.
A phrase of warning, nonetheless: Don’t make video content material that’s intentionally offensive or meant to trigger extremely unfavorable feelings only for the sake of getting a response.
Keep in mind, one of many fundamental functions behind all your content material, together with video, is to affiliate your model with one thing useful and positively outstanding — not as somebody who makes individuals really feel indignant or harm.
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Storytelling is the place the magic occurs, and belief me, it’s all about making that connection. Begin with a strong hook — one thing that grabs consideration and units up an issue or state of affairs your viewers can relate to. I at all times take into consideration how I’d really feel watching it — does it pull me in? Does it make me care?
Use music, visuals, and pacing to set the tone and actually drive these feelings residence. Actual-life examples, testimonials, or case research? These are gold. They’re what make individuals assume, “Wow, that would completely be me.”
And earlier than you hit publish, try it out with a small group. If it doesn’t hit the suitable emotional notes, return and refine it.
Right here’s my method: I intention to steadiness feelings with one thing significant. Give individuals a purpose to stay round — like ideas, inspiration, or one thing priceless they didn’t know they wanted.
And don’t neglect to invite them to share their thoughts within the feedback. I’ve discovered that creating that sense of group is the place the actual engagement occurs.
Oh, and one factor I at all times keep away from? Clichés. It’s all about retaining it genuine and actual. If I wouldn’t watch it myself, I do know my viewers received’t both. Authenticity wins each time.
8) You’re going overboard with AI.
Except you’ve been residing below a rock, you’ve most likely seen AI is right here to remain.
Based on our personal HubSpot survey, 75% of marketers use it to save lots of time and 45% of leaders say it makes their groups extra productive. However right here’s the catch — creativity and creating content material are vastly completely different.
When individuals watch movies, they’re in search of one thing actual — genuine, partaking content material that really resonates. Let’s be sincere: overly mechanical or generic AI utilization? Complete buzzkill. A study by Nielsen discovered that viewers worth content material that feels relatable and human, which is sensible.
AI visuals or speech typically miss these little nuances, and that may push individuals away, particularly in the event that they’re craving one thing real. This issues much more when your model depends on constructing loyalty via authenticity.
And right here’s the kicker: YouTube reports that 70% of viewers worth creators who make them really feel related. That’s an enormous deal. In case your movies lean too closely on AI with out a private contact, you danger shedding that connection your viewers craves.
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For me, it’s all about discovering the suitable steadiness. I let AI deal with the repetitive stuff — modifying, transcriptions, primary scripting, and lead generation in a wider sense — however I at all times step in to provide it that human contact.
These little tweaks make all of the distinction, including a layer of nuance that AI simply can’t ship.
If I’m utilizing AI visuals or voices, I be sure that they align with my model’s persona. Clip Creator is a superb device for this. The objective is at all times the identical: preserve it private, not robotic.
I strive to not lean too much on automation — it may possibly make issues really feel chilly. As a substitute, I like so as to add a little bit of authenticity, whether or not it’s behind-the-scenes clips or actual testimonials.
And I by no means guess if one thing’s working. I take a look at my AI-generated content material with a small group to see the way it lands. Their suggestions is gold for determining what works and what wants tweaking.
On the finish of the day, I’m all about storytelling and connection. Certain, AI is nice for saving time, however I do know my viewers values content material that feels actual, relatable, and completely human. And actually? That’s what I wish to watch, too.
9) You’re not utilizing different sorts of content material.
Sticking to only video can truly work in opposition to you — it narrows your viewers and limits your affect. Don’t get me incorrect, video is superb, however not everybody consumes content material the identical method.
HubSpot discovered that 24% of marketers are beginning to embrace movies as a way of content material diversification. That’s an enormous deal!
Give it some thought: Some individuals love fast, snackable content material like infographics, whereas others wish to dive deep right into a weblog publish or take heed to a podcast whereas they’re on the go.
By mixing up your codecs, you’re not simply catering to completely different preferences — you’re additionally reaching a wider viewers. I really like to make use of HubSpot’s Content Remix tool to create customized workflows for this goal.
Plus, combining movies with different sorts of content material reinforces your message. Somebody may watch your video after which see an infographic on the identical matter, and immediately the message actually sticks.
With out selection, although, you may miss out on connecting with individuals who’d develop into loyal followers if solely the content material clicked with them in the suitable method.
The underside line? Diversify. It’s price it.
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Identical to I repurpose movies for different platforms, I additionally make an effort to think about the best way to convert my movies to blogs, guides, and even tutorials.
Why do I do that? To land those high-authority backlinks, after all. The higher and extra malleable your content material is, individuals have a tendency to make use of it as a supply in their very own works. That’s why it is advisable attempt to make that repurposed content material.
Not everyone seems to be on-line on the similar time, so give them one other likelihood to see it.
And in case you’re feeling artistic, turn your videos into GIFs, fast clips, and even nonetheless photos. That method, your content material will get much more mileage and an opportunity at sustained relevance.
10) You haven’t spent sufficient time growing a group.
Constructing a video viewers isn’t nearly placing out content material — it’s about creating actual connections.
Actually, I’ve seen this firsthand: Individuals don’t simply wish to watch; they wish to really feel like they’re a part of one thing. Sprout Social even discovered that 64% of consumers are actively in search of manufacturers that interact with them personally.
And right here’s the reality — in case you’re not interacting, even your finest movies can really feel like a one-sided broadcast. No person desires that.
That is the place constructing a group adjustments the sport. It offers individuals a purpose to stay round. Google says viewers who really feel related to a creator are 3 times extra more likely to come again for extra. That’s large!
And whenever you’ve acquired a robust group? They don’t simply watch your stuff — they share it, discuss it, and assist it develop. It’s like this ripple impact that retains constructing momentum.
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For me, all of it begins with engagement. When somebody feedback in your movies, take a second to answer. I at all times attempt to find time for this — it reveals those that their enter issues.
Go a step additional and create alternatives for interplay, like polls, Q&As, and even stay streams. Belief me, these little touches make an enormous distinction.
Teaming up with influencers or others in your area of interest also can provide help to attain new audiences whereas boosting credibility. And one factor I completely love? Sharing user-generated content material. It’s such a easy method to make your viewers really feel seen and valued.
Consistency is every part. Persist with a posting schedule so individuals know when to anticipate new content material. And don’t neglect to dig into your analytics — I at all times examine to see who my loyal viewers are and what they’re loving most.
Right here’s the underside line: If you take the time to construct an actual group, it pays off. These are the individuals who’ll preserve coming again and even assist unfold the phrase about your content material. And actually, isn’t that what we’re all hoping for?
Begin Getting Extra Video Views
Time for an sincere sit down with your self. Have a look at your movies and video technique to see if and the way most of the 10 elements above apply to you.
One after the other, start tweaking your technique to handle these gaps. It can solely be a matter of time earlier than you see your views rising!
Editor’s notice: This publish was initially printed in July 2017 and has been up to date for comprehensiveness.