74% of marketers reported that video gave a better return on investment than static imagery. Stats like that have everyone jumping on the video wagon including health and wellness marketing.
Any Harmon Brother’s video makes it seem easy to bang out a killer video. I mean, if they can script a video about squatty potties that helped generate $164 million in sales since 2011, surely people will be interested in your health and wellness video content. Right?
Wrong! Your videos get no engagement. This could be for any number of reasons, but these 4 mistakes will definitely hold your health and wellness video (and you) back.
Let’s dive in.
Mistake #1: Your Message Confusing (Super Confusing)
Watching your video is like wandering through labyrinth at night. With no flashlight. They have no idea how they got there or where they’re going.
There are two sure paths to an utterly confusing message.
- Avoid planning and research. Avoid it like the plague.
- Do everything in a single video. I mean everything. Educate, sell, hype your credentials and showcase your brand values. Add in your comical genius for good measure too.
And if you combine these, you have yourself a convoluted message that is sure to flop. Now, as much as people love being confused, they love a clear message more. How do you know if your message is the problem? If people say, “hey this looks cool, but I don’t get why this is for me”, your message isn’t clear or it’s not targeting the right people.
How do you craft a clear message you ask?
Plan Your Video Like Your Business Depends on It (Because it Does)
Figure out your #1 goal for the video. Are you selling? Educating? Entertaining? Whatever, your goal is, write that down because your video needs to focus on that one singular goal. They way you script a selling video is way different than the way you script an informative video.
A selling script will pull from traditional copywriting principles and focus on the benefits a customer gets from your product/services. You know those thoughts, “oh I need that” and “that could be me!”? You know you’re watching video that aims to sell.
Your selling videos will be anything related to why someone needs your health product or service.
An informative video is different. The goal of this kind of video is education. Think of tutorial videos. You don’t watch them to be sold on how good a product is, you watch them to learn how to use something. This kind of video requires more detail and explanation of features instead of why a product or service will change your life.
In health and wellness, your educational videos will be how, what and why topics like:
- What’s a healthy diet?
- What to eat before working out
- How sleep affects productivity
Once you know what your #1 goal is, it’s time to research.
Research and Planning Are Two Peas in a Pod
Do your research if you want your target audience to engage with your video content. Break out the microscope because you really need to understand your audience. Would you walk into a consultation with a client without reviewing their file? I doubt it. You shouldn’t walk into your video without knowing what people need from your content.
Know their problem, goals, hopes and fears, and level of awareness. This will help you craft a message specifically for them and in return, they’ll watch your video.
Although creating a clear and targeted message will put you on the path to video success, there could be other things ruining your video.
Mistake #2: Something Doesn’t Sit Right
We can’t put our finger on it, but something is off. The recipe for a high-converting video is:
Videos are a combination of a verbal and visual message. Both need to reinforce each other otherwise people will (still) be confused.
📌 If you gave the video your full attention, but feel like you missed something, your visual message probably doesn’t match the narration.
Your visual problems might not stop there. Quality is important too.
📌 There could be a problem with lighting, visual clarity or the view of the scene.
People can forgive some poor lighting here and there, but audio is one of the worst offenders.
📌 Your audio is a problem if your narrator sounds like they’re speaking through a phone…on a windy day…from inside of a chopper.
Quality matters. You don’t need production studio quality, but your video shouldn’t be a painful experience. Speaking of painful experiences…
Mistake #3: A Science Degree Is a Prerequisite to Your Video
Technical language helps us talk about health topics with more precision. Since starting my nutritional science degree, I have noticed how technical I’ll get (while feeling like my brain is exploding as I search for the correct terms and processes).
While precision is important, the average person doesn’t care for a precise explanation of the Kreb’s cycle (Never again please). Use language your target audiences uses and avoid getting unnecessarily technical.
Not sure what kind of language your target audience uses? Add that to the research you do before you produce a video.
The last offender on your way to video success is length.
Mistake #4: Your Video Is WAY Too Long
The ideal video length for selling videos is 60-90 seconds and 8 minutes or less for informative videos. If you can’t fit your message into those timeframes, make two videos.
Hold on now, I know someone will say…people watch hour long webinars. What’s the deal? This is true. People will watch a long video if they feel like they’re getting value from it and webinars are a perfect example of this. That being said, you’re not hosting a webinar.
Time is a big ask from people. If you’re asking them for their time and attention, they need to see the immediate return.
Imagine you make a video titled, “5 foods to eat before going to the gym”. You do not need a 15-minute introduction explaining why someone needs to eat before going to the gym. And if your target audience doesn’t understand why they should eat before their workout, you need a dedicated video for that.
The easiest way to ensure you waste time and money in video production is to:
- Craft a confusing message
- Compromise on quality somewhere
- Talk like a textbook
- Keep the good stuff for the end of your video so people suffer through a long introduction of information they don’t need.
Or, if you want to produce video content that brings in new leads and grows your business, you can contact me.