10 Causes Why No One Is Watching Your Video Content material

Earlier than I labored at HubSpot, once I created my very first sequence of selling movies, I used to be stumped. Befuddled. Pissed off.

Right here I had a group of what I assumed had been nice examples of visible content material, and but, I ended up asking myself, “Why is nobody watching my movies?”

The place did I am going flawed?

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 an inventory of the most typical components that hold viewers away.

Learn on, and bookmark them for reference whenever you’re formulating your subsequent video content material technique.

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 prime of that, roughly two-thirds of shoppers want movies underneath one minute, so in sum: Maintain it quick.

I’ll always remember what HubSpot’s CEO, Brian Halligan, mentioned to me throughout a chat about content material creation: “You’re asking to borrow somebody’s mind.”

Whenever you ask somebody to borrow something, the thoughtful factor to do is to be respectful of that particular person’s time, and after they would possibly want it again. Typically, we’d like our brains — so whenever you create one thing like video content material, bear 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 spite of everything, how a lot may you presumably say in that period of time? However whenever you create it, be sure these first few seconds are extremely participating, as that’s whenever you’ll have to seize the viewer’s consideration to take care of it.

Find out how to Repair

After I find yourself with uncooked footage that’s over an hour lengthy, I at all times wish to re-identify the important thing message of my video and rewatch it to see what contributes to and what detracts from my purpose.

After a great deal of brainstorming, I attempt to eradicate any pointless content material that doesn’t assist my purpose. If something feels overly modular, template-y, or prefer it’s simply constructing upon present content material, it will get axed.

I counsel utilizing storyboarding to map out your video’s move, guaranteeing every second serves a function. Use analytics to measure viewer retention charges and pinpoint the place audiences drop off. Maintain your introduction concise and interesting, because it units the tone for the remainder of the video.

I additionally discover having a storyboard could be very useful once I’m in a time crunch and need 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 strategy.

Quite the opposite, you could be sure what you’re doing is smart numbers-wise, and vice versa.

I typically get into conditions the place I really feel anxious concerning the quantity of content material I’m “throwing out.” I instantly begin to consider concepts for shorts, teasers, highlights, and extra. The purpose? Don’t throw it out. As an alternative, be aware of the viewers. Talking of which…

2) You’re going after the flawed viewers.

I 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 you could ask your self: “What the heck does this need to do with my model?” And whereas there is perhaps a approach to incorporate a pet into that, it must be related to your viewers.

Whenever you got down to create a video advertising and marketing technique, one of the crucial essential issues to think about is what your target market needs to look at — present and potential prospects 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?

Find out how to Repair

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 wish to see?

Determine what makes them tick, what retains them up at evening, and what they’d truly need to watch. Be sure you construct these detailed purchaser 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 totally different types and subjects to see what clicks. And hey, why not contain your prospects?

Ask for his or her enter — it’s a good way to verify your content material lands.

3) You’re utilizing the flawed channel.

When folks consider “video advertising and marketing,” typically, the very first thing that involves thoughts is YouTube. And that’s not a flawed 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 target market.

Contemplate that 45% of individuals, as an illustration, watch greater than an hour of movies on both YouTube or Fb.

On prime of that, Fb is the most well-liked social media channel, with 71% of U.S. adults utilizing it.

So if you happen to’re specializing in YouTube alone, and never creating authentic video content material on Fb — properly, you is perhaps lacking out on a key portion of viewers.

However the place you put up movies additionally is determined by who you’re attempting to succeed in. Gen Z, for instance, “can’t reside with out YouTube,” with a powerful 96% of that technology on YouTube.

They’re much 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 totally different segments of your target market spend their time on-line, which can assist 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 Replace is particularly useful for that, which breaks down who’s utilizing what. Take a look, and work out if, based mostly on who you need watching your movies, you could broaden or slender your content material distribution.

Find out how to Repair

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 site visitors is coming from. This could provide you with a fast plan to pivot.

Then, make your movies work for these platforms. Assume vertical for Instagram Tales or TikTok, and horizontal for YouTube — totally different areas, totally different vibes!

An enormous plus is that this doesn’t require in depth modifying or repurposing. Simply be sure 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 authentic content material. Experiment with totally different posting instances and types to see what will get essentially the most love. And don’t neglect to remain on prime of the tendencies — analysis papers, case research, statistics.

The extra you understand about the place your persons 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 authentic content material video on Fb. Don’t simply depart it there — as a result of that limits its viewability.

“However doesn’t that go towards what you simply mentioned about utilizing the best channel?” On the floor, perhaps. However right here’s the factor — repurposing that Fb video for different channels can assist to drive each engagement and site visitors.

Right here’s the place one thing like Instagram is usually 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” under and upwards-pointing carrot arrow — it serves as one other car for driving site visitors to a web site the place you need extra engagement.

Try how HubSpot used video on its Instagram Story to drive site 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 possibly can take essentially the most attention-grabbing 15-second clips of your longer video and use them to construct a cohesive sequence of shorter movies.

Then, you should utilize them as Instagram Story segments to drive site 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 function, you should utilize HubSpot’s Clip Creator, which makes use of AI to create fast, digestible movies for all channels.

Find out how to Repair

So, how do you repair it? Simple — don’t let your movies collect mud on one platform.

Share the love! Take the perfect bits, like these tremendous attention-grabbing moments, and throw them up on Instagram Tales, X, or LinkedIn. These fast clips are good for getting folks curious sufficient to take a look at the complete factor.

Received an electronic mail listing? 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 business buddies? Allow them to share your video with their crowd — it’s a good way to succeed in new folks.

Additionally, don’t neglect to make your movies simple to search out. Optimize the descriptions, tags, and titles in order that they present up when folks seek for stuff.

Oh, and professional tip: Maintain sharing these movies over time. The important thing isn’t simply to get views, however in your whole model to be extra seen and to rank higher.

5) The title is deceptive.

You is perhaps accustomed to the time period “clickbait”: The usage of attention-grabbing titles that trick folks 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 might 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 might sound tempting to present 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 just’re making use of deceptive titles to your movies, she’ll seemingly affiliate you with unauthentic content material.

It additionally simply is smart to have your title intently 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 people who don’t.

Lastly, ensure you additionally hold your title quick — HubSpot Content material Strategist Alicia Collins recommends limiting it to 60 characters to assist hold it from getting minimize off in outcomes pages.

Find out how to Repair

What’s the magic trick right here? Easy — be trustworthy and clear together with your titles. Nobody likes clickbait, and it’s solely going to harm your model in the long term.

Ensure your title truly matches what your video’s about. Not solely will your viewers admire it, however search engines like google and social platforms will too.

It really works each methods, too — since 2022, Google has been actively penalizing websites for deceptive content material, and also you DON’T need to find yourself of their crosshair.

After you have 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 possibly can even begin typing into the YouTube search bar and see what it fills in mechanically. 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? Attempt utilizing numbers or motion verbs in your titles, like “3 Suggestions for…” or “Find out how to 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 ones titles actually click on together with your viewers.

And hey, if you happen to’ve obtained older movies that aren’t performing properly, give their titles a refresh to make them extra correct and interesting. Downside solved!

6) You’re not optimizing it.

You is perhaps stunned that that is the primary motive why nobody is watching your YouTube movies. As vital 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 significant participant once more — it supplies one of the crucial 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 need to be buried deep underneath your competitors’s movies.

Description

This must be restricted to 1,000 characters. Don’t let your creativity overshadow the purpose of practicality.

In spite of everything, your viewer got here right here to look at a video, to not learn loads of textual content, proper?

Plus, YouTube solely shows the primary two or three strains of textual content, which involves about 100 characters, so front-load the outline with crucial info.

To totally leverage the outline, I often embrace CTAs, social media hyperlinks, and the rest I need to drive site visitors to. One thing alongside the strains of:

Supply

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 means, YouTube can affiliate your video with comparable movies, which may broaden your content material’s attain. However strategy with warning — simply as together with your title, don’t use deceptive tags as a result of they could get you extra views — the truth is, Google would possibly penalize you for that, too.

Class

Selecting a class is one other approach to group your video with comparable 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 properly for every class” you’re contemplating by answering questions like:

• Who’re the highest creators inside the class? What are they identified for, and what do they do properly?
• Are there any patterns between the audiences of comparable channels inside a given class?
• Do the movies inside an identical class share qualities like manufacturing worth, size, or format?

Find out how to Repair

Need your movies to shine? Use each optimization device at your disposal. Begin together with your descriptions — hold them quick, full of key phrases, and helpful proper from the beginning. Don’t neglect to incorporate a transparent CTA, whether or not it’s sending folks 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 best searches. Choose a class that matches your content material, and take a peek at comparable movies to see what’s working for them.

Thumbnails are your secret weapon — make them customized and crowd pleasing, 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, control 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 perfect outcomes.

7) It doesn’t make the viewer really feel something.

After I’ve watched a video, I need to really feel one thing — whether or not it’s good, unhappy, amused, or usually higher off, I don’t need to really feel like I’ve simply utterly wasted my time.

And whereas some would possibly label the aforementioned pet movies as “non-productive,” the truth that they seemingly improved my temper signifies that it wasn’t the worst use of some minutes.

And bear in mind what we mentioned earlier than about folks being quick on each time and a focus? There’s nothing that can hold viewers from coming again greater than leaving them feeling like they didn’t achieve something from watching your video content material.

Oftentimes, feelings can affect shopping for selections, particularly when there’s a narrative concerned. So whenever you create video content material, it might probably assist to have an neutral viewers preview it earlier than you make it public, like a good friend or a colleague from a unique 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 will.

If it didn’t, ask how or what the video did make her really feel. If her response lacks enthusiasm, that’s a very good indication that it is perhaps time to begin over.

And bear in mind: Feelings are what make folks need 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 need 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, nevertheless: Don’t make video content material that’s intentionally offensive or meant to trigger extremely adverse feelings only for the sake of getting a response.

Keep in mind, one of many primary functions behind your entire content material, together with video, is to affiliate your model with one thing useful and positively outstanding — not as somebody who makes folks really feel offended or damage.

Find out how to Repair

Storytelling is the place the magic occurs, and belief me, it’s all about making that connection. Begin with a sturdy 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 dwelling. Actual-life examples, testimonials, or case research? These are gold. They’re what make folks suppose, “Wow, that would completely be me.”

And earlier than you hit publish, check it out with a small group. If it doesn’t hit the best emotional notes, return and refine it.

Right here’s my strategy: I goal to stability feelings with one thing significant. Give folks a motive to stay round — like suggestions, inspiration, or one thing useful they didn’t know they wanted.

And don’t neglect to invite them to share their ideas 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.

Until you’ve been dwelling underneath a rock, you’ve in all probability seen AI is right here to remain.

In line with our personal HubSpot survey, 75% of entrepreneurs 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 totally different.

When folks watch movies, they’re searching for one thing actual — genuine, participating content material that truly resonates. Let’s be trustworthy: overly mechanical or generic AI utilization? Complete buzzkill. A examine by Nielsen discovered that viewers worth content material that feels relatable and human, which is smart.

AI visuals or speech typically miss these little nuances, and that may push folks 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 studies 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 and not using a private contact, you threat shedding that connection your viewers craves.

Find out how to Repair

For me, it’s all about discovering the best stability. I let AI deal with the repetitive stuff — modifying, transcriptions, primary scripting, and lead technology in a wider sense — however I at all times step in to present 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 they align with my model’s persona. Clip Creator is a superb device for this. The purpose is at all times the identical: hold it private, not robotic.

I attempt to not lean an excessive amount of on automation — it might probably make issues really feel chilly. As an alternative, 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. Positive, AI is nice for saving time, however I do know my viewers values content material that feels actual, relatable, and completely human. And truthfully? That’s what I need to watch, too.

9) You’re not utilizing different sorts of content material.

Sticking to only video can truly work towards you — it narrows your viewers and limits your influence. Don’t get me flawed, video is wonderful, however not everybody consumes content material the identical means.

HubSpot discovered that 24% of entrepreneurs are beginning to embrace movies as a way of content material diversification. That’s an enormous deal!

Give it some thought: Some folks love fast, snackable content material like infographics, whereas others need to dive deep right into a weblog put up or take heed to a podcast whereas they’re on the go.

By mixing up your codecs, you’re not simply catering to totally different preferences — you’re additionally reaching a wider viewers. I like to make use of HubSpot’s Content material Remix device to create customized workflows for this function.

Plus, combining movies with different sorts of content material reinforces your message. Somebody would possibly watch your video after which see an infographic on the identical matter, and instantly the message actually sticks.

With out selection, although, you possibly can miss out on connecting with individuals who’d grow to be loyal followers if solely the content material clicked with them in the best means.

The underside line? Diversify. It’s price it.

Find out how to Repair

Similar to I repurpose movies for different platforms, I additionally make an effort to consider tips on how to convert my movies to blogs, guides, and even tutorials.

Why do I do that? To land these high-authority backlinks, in fact. The higher and extra malleable your content material is, folks will be predisposed to make use of it as a supply in their very own works. That’s why you could try to make that repurposed content material.

Not everyone seems to be on-line on the identical time, so give them one other probability to see it.

And if you happen to’re feeling artistic, flip your movies into GIFs, fast clips, and even nonetheless photographs. That means, 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 need to watch; they need to really feel like they’re a part of one thing. Sprout Social even discovered that 64% of shoppers are actively searching for manufacturers that interact with them personally.

And right here’s the reality — if you happen to’re not interacting, even your greatest movies can really feel like a one-sided broadcast. No person needs that.

That is the place constructing a group adjustments the sport. It provides folks a motive to stay round. Google says viewers who really feel related to a creator are thrice extra more likely to come again for extra. That’s big!

And whenever you’ve obtained a powerful group? They don’t simply watch your stuff — they share it, speak about it, and assist it develop. It’s like this ripple impact that retains constructing momentum.

Find out how to Repair

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 who their enter issues.

Go a step additional and create alternatives for interplay, like polls, Q&As, and even reside streams. Belief me, these little touches make an enormous distinction.

Teaming up with influencers or others in your area of interest also can enable you to attain new audiences whereas boosting credibility. And one factor I completely love? Sharing user-generated content material. It’s such a easy approach to make your viewers really feel seen and valued.

Consistency is every part. Stick with a posting schedule so folks know when to anticipate new content material. And don’t neglect to dig into your analytics — I at all times verify to see who my loyal viewers are and what they’re loving most.

Right here’s the underside line: Whenever you take the time to construct an actual group, it pays off. These are the individuals who’ll hold coming again and even assist unfold the phrase about your content material. And truthfully, isn’t that what we’re all hoping for?