10 Reasons Why No One Is Watching Your Video Content

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

Right here I had a set of what I believed 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 am going incorrect?

If solely I knew then what I knew now. My absence-of-views downside 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 maintain viewers away.

Learn on, and bookmark them for reference once 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 consumers favor movies below one minute, so in sum: Hold it brief.

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.”

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If you ask somebody to borrow something, the thoughtful factor to do is to be respectful of that individual’s time, and after they would possibly want it again. Typically, we’d like our brains — so once you create one thing like video content material, bear in mind that you’ve 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 presumably say in that period of time? However once you create it, make sure that these first few seconds are extremely participating, as that’s once you’ll must seize the viewer’s consideration to take care of it.

Methods to Repair

Once I find yourself with uncooked footage that’s over an hour lengthy, I all the time wish 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 remove any pointless content material that doesn’t help my objective. If something feels overly modular, template-y, or prefer it’s simply constructing upon present content material, it will get axed.

I recommend using storyboarding to map out your video’s flow, making certain every second serves a objective. Use analytics to measure viewer retention charges and pinpoint the place audiences drop off. Hold your introduction concise and interesting, 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 overlook — analytics are your buddy. That’s to not say you need to take a numbers-only method.

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

I typically 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 like pet movies. You’re keen on 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’s worthwhile to ask your self: “What the heck does this need to do with my model?” And whereas there is perhaps a solution to incorporate a pet into that, it needs to be related to your viewers.

If you got down to create a video advertising technique, one of the essential issues to think about is what your audience desires 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?

Methods 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 style 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 really 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 totally different kinds and matters to see what clicks. And hey, why not contain your prospects?

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

3) You’re utilizing the incorrect channel.

When folks consider “video advertising,” usually, 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.

Think about that 45% of people, for example, watch greater than an hour of movies on both YouTube or Fb.

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

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

However the place you publish movies additionally depends upon who you’re making an attempt to succeed in. Gen Z, for instance, “can’t stay with out YouTube,” with a powerful 96% of that era on YouTube.

They’re much more prone 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 audience spend their time on-line, which may help dictate what sort of video you’re going to create and the place it is going to 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 work out if, based mostly on who you need watching your movies, it’s worthwhile to broaden or slim your content material distribution.

Methods 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 really 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 offer you 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 extensive editing or repurposing. Simply be sure you take note of formatting, size, and developments 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 times and kinds to see what will get essentially the most love. And don’t overlook to remain on prime of the developments — 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 in opposition to what you simply stated about utilizing the precise channel?” On the floor, perhaps. However right here’s the factor — repurposing that Fb video for different channels may help to drive each engagement and site 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” 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’ll be able to 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 use 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 objective, you should use HubSpot’s Clip Creator, which makes use of AI to create fast, digestible movies for all channels.

Methods to Repair

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 good for getting folks curious sufficient to take a look at the complete factor.

Obtained an electronic mail checklist? 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 overlook to make your movies simple to seek out. Optimize the descriptions, tags, and titles in order that they present up when folks seek for stuff.

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

5) The title is deceptive.

You is perhaps conversant in the time period “clickbait”: Using 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 web optimization 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 really 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 carried out by Backlinko discovered that movies with a precise key phrase match within the title have a slight benefit over those who don’t.

Lastly, be certain you additionally maintain your title brief — HubSpot Content material Strategist Alicia Collins recommends limiting it to 60 characters to assist maintain it from getting reduce off in outcomes pages.

Methods 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.

Make sure that your title really matches what your video’s about. Not solely will your viewers recognize it, however serps 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 concept, begin by doing a little fast key phrase analysis with instruments like Google Key phrase Planner or Ahrefs to seek out out what your viewers is trying to find.

You’ll be able to 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 mates, household, and associates.

Wish to seize consideration? Strive utilizing numbers or action verbs in your titles, like “3 Suggestions for…” or “Methods 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 of them titles actually click on together with your viewers.

And hey, in the event you’ve received older movies that aren’t performing nicely, give their titles a refresh to make them extra correct and interesting. Drawback solved!

6) You’re not optimizing it.

You is perhaps shocked that that is the principle 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 serious participant once more — it supplies one of the detailed ranges of optimization of most video sharing platforms.

Let’s check out a few 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 look at 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 embody CTAs, social media hyperlinks, and the rest I wish to drive site visitors to. One thing alongside the traces of:

Source

Tags

Utilizing tags doesn’t simply let viewers know what your video is about — they inform YouTube, too, which makes use of tags to know the content material and context of your video, based on Backlinko.

That method, YouTube can affiliate your video with related movies, which might 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 would possibly penalize you for that, too.

Class

Selecting a class is one other solution 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 recognized 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 identical class share qualities like manufacturing worth, size, or format?

Methods to Repair

Need your movies to shine? Use each optimization instrument at your disposal. Begin together with your descriptions — maintain them brief, full of key phrases, and helpful proper from the beginning. Don’t overlook 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 subject to assist it present up in the precise 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 web optimization.

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 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 good, unhappy, amused, or typically higher off, I don’t wish to really feel like I’ve simply fully wasted my time.

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

And bear in mind what we stated earlier than about folks being brief on each time and a spotlight? There’s nothing that may maintain viewers from coming again greater than leaving them feeling like they didn’t acquire something from watching your video content material.

Oftentimes, feelings can influence buying decisions, particularly when there’s a narrative concerned. So once you create video content material, it could actually assist to have an neutral viewers preview it earlier than you make it public, like a buddy or a colleague from a distinct division.

Keep in mind what the intention was behind the video — was it meant to be useful, transferring, or entertaining? Then, after your buddy 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 indication that it is perhaps time to begin over.

And bear in mind: Feelings are what make folks wish to share one thing. It’s what makes watching a video extra of an expertise than an incidence, and what is going to make the viewer wish to share it with others.

So doing what you’ll be able to to ensure your viewer feels one thing in response to your video doesn’t simply present her with worth — it makes her extra prone to share it.

A phrase of warning, nevertheless: Don’t make video content material that’s intentionally offensive or meant to trigger extremely destructive feelings only for the sake of getting a response.

Keep in mind, one of many fundamental functions behind your whole 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 indignant or harm.

Methods to Repair

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 situation your viewers can relate to. I all the time 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 assume, “Wow, that might completely be me.”

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

Right here’s my method: I intention to steadiness feelings with one thing significant. Give folks a motive to stay round — like suggestions, inspiration, or one thing helpful they didn’t know they wanted.

And don’t overlook 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 all the time keep away from? Clichés. It’s all about protecting 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 residing below a rock, you’ve most likely seen AI is right here to remain.

In keeping with our personal HubSpot survey, 75% of marketers use it to avoid wasting 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 really resonates. Let’s be trustworthy: 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 smart.

AI visuals or speech usually 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 reports that 70% of viewers worth creators who make them really feel linked. 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.

Methods to Repair

For me, it’s all about discovering the precise steadiness. I let AI deal with the repetitive stuff — enhancing, transcriptions, primary scripting, and lead generation in a wider sense — however I all the time 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 make sure that they align with my model’s character. Clip Creator is a superb instrument for this. The objective is all the time the identical: maintain it private, not robotic.

I attempt to not lean too much on automation — it could actually 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 truthfully? That’s what I wish to watch, too.

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

Sticking to simply video can really 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 embody 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 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 totally different preferences — you’re additionally reaching a wider viewers. I like to make use of HubSpot’s Content Remix tool to create customized workflows for this objective.

Plus, combining movies with different kinds of content material reinforces your message. Somebody would possibly watch your video after which see an infographic on the identical subject, and all of a sudden the message actually sticks.

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

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

Methods to Repair

Identical to I repurpose movies for different platforms, I additionally make an effort to think about find out how to convert my movies to blogs, guides, and even tutorials.

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

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

And in the event you’re feeling inventive, turn your videos into GIFs, fast clips, and even nonetheless photographs. 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: Folks 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 searching for manufacturers that interact with them personally.

And right here’s the reality — in the event 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 modifications the sport. It provides folks a motive to stay round. Google says viewers who really feel linked to a creator are 3 times extra prone to come again for extra. That’s enormous!

And once you’ve received 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.

Methods to Repair

For me, all of it begins with engagement. When somebody feedback in your movies, take a second to answer. I all the time 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 stay streams. Belief me, these little touches make an enormous distinction.

Teaming up with influencers or others in your area of interest may 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 solution to make your viewers really feel seen and valued.

Consistency is all the things. Keep on with a posting schedule so folks know when to count on new content material. And don’t overlook to dig into your analytics — I all the time 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 maintain coming again and even assist unfold the phrase about your content material. And truthfully, isn’t that what we’re all hoping for?