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We all struggle to make great videos from time to time, after all, we're only human! But catching onto why your videos aren't working is essential for any great creator, marketer, and business owner.

Chances are, you're increasing the number of videos you post every week, working longer hours, trying to post at the perfect time, leaving comments, and liking your own post because the gurus tell you that it's the 'best way to beat the system' - but still...nothing.

Turns out, it's not about beating the system.

We want to run through the six most common problems that we find with videos posted on social media, and why your own content might not be performing.

The Common Problems.

It turns out that you're not alone. In fact, millions of people struggle to create great video content that consistently converts into sales. Sure, you'll have a lucky post every now and then that keeps you going, but for the most part, it's very difficult to understand what makes that video a success...

Or is it? With a combined 50+ years of video knowledge within our team, we've clocked onto why most videos posted online underperform. Here's our well-researched list of the six most common causes of poorly performing videos:

• Lack of goals

• Unknown audience

• Confusing messaging

• Complicated strategy

• Bad ideas

• Incorrect distribution

We show you how to properly plan all of the above (and more) in our "How to convert social media videos that convert" training course that went live yesterday (You can check it out here if you want to learn more).

Because you're subscribed to Glitched, use the code: "GLITCHED20" and you'll get 20% off at checkout if you'd like to up your video skills for 2023.

But you're here for value today, so let's break all of these common problems down.

One of the most common reasons that your video may be underperforming is that there's no clear goal. Without a goal, 'success' is impossible to measure. You need to have a solid goal that you're working towards, with tangible figures that you want to reach to quantify whether the hard work was worth it.

Example: Goal: Generate 100 new inquiries about our service through our new company advert.

Setting a tangible goal is essential. Just like your car needs fuel, if you don't fill up the tank, it's going nowhere. Your video needs a goal, otherwise, the only destination you'll be heading towards is Confusion Street.

#2: Unknown Audience

"If you talk to everybody, you talk to nobody". Who said this, we have no idea - but it's true. Know your audience inside and out and create a video that resonates with them on a personal level.

Create buyer personas, and exclusionary personas (just a fancy word for who ISN'T your audience). Learn their demographics, psychographic and geographic data that allows you to connect with them, their pains, problems, frustrations, and concerns. Then it's up to you to solve them with your product or service!

#3: Confusing Messaging

A lot of people get messaging and brand voice confused between one another. Brand voice, you control. Messaging, your audience dictates. Messaging is more than just the copy. It's the emotional feeling that you create. But get it wrong, and you'll end up talking AT your audience, and not TO them.

Example: Brand: Louis Vuitton. Messaging: Exclusivity.

What Louis Vuitton do incredibly well is stick to a clear message throughout all their marketing material, and that's the message of exclusivity. Follow what we call "The Rule of One". Find one message, and use this throughout your entire marketing - not just your video. That way, it keeps your messaging nice and simple.

#4: Complicated Strategy

Without a clear strategy to guide you and give you clarity on the tactical output that you want to achieve, your video won't be converting anybody, anytime soon. This is an essential part of creating a high-performing video.

Set budgets, timelines, directions, and tangible figures to work with. If you don't have these set in stone, your video won't have a purpose, and you'll end up becoming very confused with what you're making, why you're making it and what it needs to do to be seen as successful.

#5: Bad Ideas

Surprisingly, this is where most videos go wrong - the ideas. Either they're signed off by somebody who is out of touch and has never heard of Netflix (please tell me that you have) or they're a collaborative experience where the goal of creating a Horse ends up looking like a Camel when everybody has had their say.

My advice? Research. Ask questions, ask friends, family, and colleagues. Understand trends and what's happening in and around your industry. But most importantly, think outside the metaphorical box and get creative. Nobody wants to see something that's been done 1,000 times already. At least, we don't...

#6: Incorrect Distribution

The video you've created is a masterpiece and everybody that you've shown praises it with support. But then it's posted everywhere, all at once, and you wait for the likes and views to come rolling through. Unfortunately, unless you're a top YouTuber or famous influencer, that will stay a distant dream.

Be strategic. Think about where your audience is, and what times they're most active. How are you measuring success? Likes and views are great, but we can't pay our mortgages with awareness, and neither can you.

...and breathe.

Turns out it's not about beating the system.

It's about planning.

Let's be honest, if making a 'successful' video was easy we'd all be multimillionaires right now, living it up in the Maldives with a pina colada - but it's not. Most high-performing videos have months' worth of planning behind them to make them a success. Unless you're an influencer with over 100,000 followers - but that's not your average person.

Take it back to the basics. Set goals, know your audience, clarify your messaging, build a strategy, have a great idea and distribute properly. It may take longer, but what would you rather do - create multiple videos that fail or one video that succeeds?

Don't Forget About ⤵

• Our brand new video training course, Converted, has finally been released. You can get your hands on it right here! Use code "GLITCHED20" for 20% off.

• We're offering a 5% discount for those of you that want to make some stand-out videos in the new year. Get in touch, and let's chat.

• ,Check out our latest passion project for Ann Summers, here ⤵

• Say "hello" to George (Our new editor) and Anna (Our new Videographer) that have just joined our team. More about them on our new website, launching soon!