Before I worked at HubSpot, when I created my very first series of marketing videos, I was stumped. Befuddled. Frustrated.<\/p>\n\n
Here I had a collection of what I thought were great examples of visual content, and yet, I ended up asking myself, \u201cWhy is no one watching my videos?\u201d<\/p>\n
Where did I go wrong?<\/p>\n
<\/a><\/p>\n If only I knew then what I knew now. My absence-of-views problem was one that many marketers seem to face \u2014 which is why I decided to make a list of the most common factors that keep viewers away.<\/p>\n Read on, and bookmark them for reference when you\u2019re formulating your next video content strategy.<\/p>\n <\/a> <\/p>\n It seems like we\u2019re past the point of requiring evidence that supports the dwindling human attention span, but just in case \u2014 studies say it\u2019s about eight seconds<\/a>. On top of that, roughly two-thirds of consumers<\/a> prefer videos under one minute, so in sum: Keep it short.<\/p>\n I\u2019ll never forget what HubSpot\u2019s CEO, Brian Halligan<\/a>, said to me during a chat about content creation: \u201cYou\u2019re asking to borrow someone\u2019s brain.\u201d<\/p>\n When you ask someone to borrow anything, the considerate thing to do is to be respectful of that person\u2019s time, and when they might need it back. Generally, we need our brains \u2014 so when you create something like video content, remember that you have your viewer\u2019s brain on loan.<\/p>\n That\u2019s not to say that your video needs to be limited to eight seconds \u2014 after all, how much could you possibly say in that amount of time? But when you create it, make sure those first few seconds are highly engaging, as that\u2019s when you\u2019ll need to grab the viewer\u2019s attention to maintain it.<\/p>\n When I end up with raw footage that\u2019s over an hour long, I always like to re-identify the key message of my video and rewatch it to see what contributes to and what detracts from my goal.<\/p>\n After a good deal of brainstorming, I try to eliminate any unnecessary content that doesn\u2019t support my goal. If anything feels overly modular, template-y, or like it\u2019s just building upon existing content, it gets axed.<\/p>\n I suggest using storyboarding to map out your video\u2019s flow<\/a>, ensuring each second serves a purpose. Use analytics to measure viewer retention rates and pinpoint where audiences drop off. Keep your introduction concise and engaging, as it sets the tone for the rest of the video.<\/p>\n I also find having a storyboard is very helpful when I\u2019m in a time crunch and want to make my videos as succinct as possible. Oh, and don\u2019t forget \u2014 analytics are your friend. That\u2019s not to say you should take a numbers-only approach.<\/p>\n On the contrary, you must make sure what you\u2019re doing makes sense numbers-wise, and vice versa.<\/p>\n I sometimes get into situations where I feel anxious about the amount of content I\u2019m \u201cthrowing out.\u201d I immediately start to think of ideas for shorts, teasers, highlights, and more. The point? Don\u2019t throw it out. Instead, be mindful of the audience. Speaking of which…<\/p>\n I love puppy videos. You love puppy videos. Everyone loves puppy videos. But what the heck do they have to do with your brand?<\/p>\n Whenever you create visual content, that\u2019s a question you need to ask yourself: \u201cWhat the heck does this have to do with my brand?\u201d And while there might be a way to incorporate a puppy into that, it has to be relevant to your audience.<\/p>\n When you set out to create a video marketing strategy, one of the most crucial things to consider is what your target audience wants to watch \u2014 current and prospective customers alike.<\/p>\n Entertainment aside, what\u2019s going to be helpful to them? What\u2019s going to get their attention, make them glad that they let you borrow their brains, and answer the questions that brought them to your content in the first place?<\/p>\n So, what\u2019s the remedy to whiffing your audience?<\/p>\n Start by getting to know your audience better \u2014 like, really know them<\/em>. Dive into their world with tools like surveys, social media insights, and good old-fashioned viewer feedback. What do they like? What do they dislike? What would they like to see?<\/p>\n Figure out what makes them tick, what keeps them up at night, and what they\u2019d actually want to watch. Make sure you build those detailed buyer personas<\/a> to keep your ideas on point.<\/p>\n Then, make videos that speak directly to their needs, interests, and challenges. Don\u2019t be afraid to experiment! Test out different styles and topics to see what clicks. And hey, why not involve your customers?<\/p>\n Ask for their input \u2014 it\u2019s a great way to make sure your content lands.<\/p>\n When people think of \u201cvideo marketing,\u201d often, the first thing that comes to mind is YouTube. And that\u2019s not a wrong<\/em> assumption to make. After all, about two thirds<\/a> of U.S. Internet users use YouTube.<\/p>\n But YouTube isn\u2019t the only<\/em> place where videos are consumed \u2014 and it\u2019s not the only place where you\u2019ll find your target audience.<\/p>\n Consider that 45% of people<\/a>, for instance, watch more than an hour of videos on either YouTube or Facebook.<\/p>\n On top of that, Facebook is the most popular social media channel, with 71% of U.S. adults<\/a> using it.<\/p>\n So if you\u2019re focusing on YouTube alone, and not creating original video content on Facebook \u2014 well, you might be missing out on a key portion of viewers.<\/p>\n But where you post videos also depends on who you\u2019re trying to reach. Gen Z, for example, \u201ccan\u2019t live without YouTube,\u201d with an impressive 96%<\/a> of that generation on YouTube.<\/p>\n They are far more likely to consume content on that channel than on Facebook, which has only attracted 40%<\/a> of Gen-Zers.<\/p>\n That\u2019s why it\u2019s helpful to figure out where the different segments of your target audience spend their time online, which can help dictate what kind of video you\u2019re going to create and where it will be shared.<\/p>\n The Pew Research Center\u2019s annual Social Media Update<\/a> is especially helpful for that, which breaks down who\u2019s using what. Have a look, and figure out if, based on who you want watching your videos, you need to broaden or narrow your content distribution.<\/p>\n How exactly does one go back from this? It\u2019s not the end of the world, don\u2019t worry.<\/p>\n Start by digging into where your audience actually hangs out online. Check out tools like Google Analytics or social media insights to figure out where your traffic is coming from. This should give you a quick plan to pivot.<\/p>\n Then, make your videos work for those platforms. Think vertical for Instagram Stories or TikTok, and horizontal for YouTube \u2014 different spaces, different vibes!<\/p>\n A big plus is that this doesn\u2019t require extensive editing or repurposing<\/a>. Just make sure you pay attention to formatting, length, and trends endemic to these platforms.<\/p>\n Upload your videos natively to each platform because, let\u2019s face it, algorithms love original content. Experiment with different posting times<\/a> and styles to see what gets the most love. And don\u2019t forget to stay on top of the trends \u2014 research papers, case studies, statistics.<\/p>\n The more you know about where your people are and what they want, the better your videos will land. Although, I emphasize, this doesn\u2019t mean you shouldn\u2019t promote your videos on other channels.<\/p>\n Let\u2019s say you create original content video on Facebook. Don\u2019t just leave<\/em> it there \u2014 because that limits its viewability.<\/p>\n \u201cBut doesn\u2019t that go against what you just said about using the right channel?\u201d On the surface, maybe. But here\u2019s the thing \u2014 repurposing that Facebook video for other channels can help to drive both engagement and traffic.<\/p>\n Here\u2019s where something like Instagram can be a great resource. Now that verified accounts have the option of adding links to their Story posts \u2014 that\u2019s the thing at the bottom that usually says \u201csee more\u201d below and upwards-pointing carrot arrow \u2014 it serves as another vehicle for driving traffic to a site where you want more engagement.<\/p>\n Check out how HubSpot used video on its Instagram Story to drive traffic to Facebook in the way we\u2019re describing:<\/p>\n You don\u2019t have to create an entirely new video from scratch for something like this, either. You can take the most attention-grabbing 15-second clips of your longer video and use them to build a cohesive series of shorter videos.<\/p>\n Then, you can use them as Instagram Story segments to drive traffic to where you want visitors to go, whether that\u2019s to a full-length video or other content.<\/p>\n For this purpose, you can use HubSpot\u2019s Clip Creator<\/a>, which uses AI to create quick, digestible videos for all channels.<\/p>\n So, how do you fix it? Easy \u2014 don\u2019t let your videos gather dust on one platform.<\/p>\n Share the love! Take the best bits, like those super attention-grabbing moments, and throw them up on Instagram Stories, X, or LinkedIn. These quick clips are perfect for getting people curious enough to check out the full thing.<\/p>\n Got an email list? Use it! Drop those links into your newsletters so your subscribers can see what you\u2019re up to. And hey, why not team up with some influencers or industry buddies? Let them share your video with their crowd \u2014 it\u2019s a great way to reach new people.<\/p>\n Also, don\u2019t forget to make your videos easy to find. Optimize the descriptions, tags, and titles so they show up when people search for stuff.<\/p>\n Oh, and pro tip: Keep sharing those videos over time. The key isn\u2019t just to get views, but for your entire brand to be more visible and to rank better.<\/p>\n You might be familiar with the term \u201cclickbait\u201d: The use of attention-grabbing titles that trick people into clicking on something, only to take them to content that doesn\u2019t really have anything to do with the title.<\/p>\n That\u2019s a big no-no and can lead to serious penalties on SEO and certain social media sites. Facebook, for example, takes measures to remove clickbait from users\u2019 feeds.<\/p>\n In other words, while it might seem tempting to give your video a click-worthy title, if it doesn\u2019t actually describe your content, you\u2019ll ultimately be punished for it.<\/p>\n And even if it doesn\u2019t immediately get you removed from social media channels or lower your SERP ranking, it\u2019ll tarnish your brand \u2014 once the user sees that you\u2019re applying misleading titles to your videos, she\u2019ll likely associate you with unauthentic content.<\/p>\n It also just makes sense to have your title closely match what the viewer is searching for \u2014 you\u2019re creating the video content that\u2019s providing a solution to the user\u2019s query. Plus, research conducted by Backlinko<\/a> found that videos with an exact keyword match in the title have a slight advantage over those that don\u2019t.<\/p>\n Finally, be sure you also keep your title short \u2014 HubSpot Content Strategist Alicia Collins<\/a> recommends limiting it to 60 characters to help keep it from getting cut off in results pages.<\/p>\n What\u2019s the magic trick here? Simple \u2014 be honest and clear with your titles. No one likes clickbait, and it\u2019s only going to hurt your brand in the long run.<\/p>\n Make sure your title actually matches what your video\u2019s about. Not only will your viewers appreciate it, but search engines and social platforms will too.<\/p>\n It works both ways, too \u2014 since 2022, Google has been actively penalizing sites for misleading content<\/a>, and you DON\u2019T want to end up in their crosshair.<\/p>\n Once you have a topic idea, start by doing some quick keyword research with tools like Google Keyword Planner or Ahrefs to find out what your audience is searching for.<\/p>\n You can even start typing into the YouTube search bar and see what it fills in automatically. Then, sprinkle those keywords into your title so it aligns with their queries. Another thing I like to do is test them with friends, family, and associates.<\/p>\n Want to grab attention? Try using numbers or action verbs<\/a> in your titles, like \u201c3 Tips for\u2026\u201d or \u201cHow to Crush\u2026\u201d It\u2019s a great way to make them stand out. Don\u2019t be afraid to experiment, either \u2014 A\/B testing can show you which titles really click with your audience.<\/p>\n And hey, if you\u2019ve got older videos that aren\u2019t performing well, give their titles a refresh to make them more accurate and appealing. Problem solved!<\/p>\n You might be surprised that this is the main reason why no one is watching your YouTube videos. As important as it is, giving your video an accurate, clear, and concise title is just one part of optimizing it.<\/p>\n Here\u2019s where YouTube becomes a major player again \u2014 it provides one of the most detailed levels of optimization of most video sharing platforms.<\/p>\n Let\u2019s take a look at some of the useful optimization options in your toolkit. Use them all, lest you want to be buried deep under your competition\u2019s videos.<\/p>\n This should be limited to 1,000 characters. Don\u2019t let your creativity overshadow the goal of practicality.<\/p>\n After all, your viewer came here to watch a video, not to read a lot of text, right?<\/p>\n Plus, YouTube only displays the first two or three lines of text, which comes to about 100 characters, so front-load the description with the most important information.<\/p>\n To fully leverage the description, I usually include CTAs, social media links, and anything else I want to drive traffic to. Something along the lines of:<\/p>\n\n Source<\/a><\/em><\/p>\n Using tags doesn\u2019t just let viewers know what your video is about \u2014 they inform YouTube, too, which uses tags to understand the content and context of your video, according to Backlinko<\/a>.<\/p>\n That way, YouTube can associate your video with similar videos, which can broaden your content\u2019s reach. But approach with caution \u2014 just as with your title, don\u2019t use misleading tags because they might get you more views \u2014 in fact, Google might penalize<\/a> you for that, too.<\/p>\n Choosing a category is another way to group your video with similar content on YouTube \u2014 but that might not be as simple as it sounds.<\/p>\n YouTube’s Creator Academy<\/a> suggests that marketers \u201cthink about what is working well for each category\u201d you\u2019re considering by answering questions like:<\/p>\n Who are the top creators within the category? What are they known for, and what do they do well? Want your videos to shine? Use every optimization tool at your disposal. Start with your descriptions \u2014 keep them short, packed with keywords, and useful right from the start. Don\u2019t forget to include a clear CTA, whether it\u2019s sending people to your website or another piece of content.<\/p>\n Tags? They\u2019re not just an afterthought. Use specific ones that match your video\u2019s topic to help it show up in the right searches. Pick a category that fits your content, and take a peek at similar videos to see what\u2019s working for them.<\/p>\n Thumbnails are your secret weapon \u2014 make them custom and eye-catching, something that tells the story of your video in one glance. Adding captions and transcripts? That\u2019s a win for accessibility and<\/em> SEO.<\/p>\n Once your video is out there, keep an eye on your analytics. If something\u2019s not clicking \u2014 like your tags or description \u2014 tweak it until it does. Optimization isn\u2019t a one-and-done deal; it\u2019s all about fine-tuning to get the best results.<\/p>\n After I\u2019ve watched a video, I want to feel something<\/em> \u2014 whether it\u2019s smart, sad, amused, or generally better off, I don\u2019t want to feel like I\u2019ve just completely wasted my time.<\/p>\n And while some might label the aforementioned puppy videos as \u201cnon-productive,\u201d the fact that they likely improved my mood<\/a> means that it wasn\u2019t the worst use of a few minutes.<\/p>\n And remember what we said before about people being short on both time and attention? There\u2019s nothing that will keep viewers from coming back more than leaving them feeling like they didn\u2019t gain anything from watching your video content.<\/p>\n Oftentimes, emotions can influence buying decisions<\/a>, especially when there\u2019s a story involved. So when you create video content, it can help to have an impartial audience preview it before you make it public, like a friend or a colleague from a different department.<\/p>\n Remember what the intention was behind the video \u2014 was it meant to be helpful, moving, or entertaining? Then, after your friend watches it, ask if it made her feel the way you hoped it would.<\/p>\n If it didn\u2019t, ask how or what the video did<\/em> make her feel. If her response lacks enthusiasm, that\u2019s a good indication that it might be time to start over.<\/p>\n And remember: Emotions are what make people want to share<\/em> something. It\u2019s what makes watching a video more of an experience than an occurrence, and what will make the viewer want to share it with others.<\/p>\n So doing what you can to make sure your viewer feels something in response to your video doesn\u2019t just provide her with value \u2014 it makes her more likely to share it.<\/p>\n A word of caution, however: Don\u2019t make video content that is deliberately offensive or meant to cause highly negative emotions just for the sake of having a reaction.<\/p>\n Remember, one of the main purposes behind all of your content, including video, is to associate your brand with something helpful and positively remarkable \u2014 not as someone who makes people feel angry or hurt.<\/p>\n Storytelling is where the magic happens, and trust me, it\u2019s all about making that connection. Start with a strong hook<\/a> \u2014 something that grabs attention and sets up a problem or scenario your audience can relate to. I always think about how I\u2019d feel watching it \u2014 does it pull me in? Does it make me care?<\/p>\n Use music, visuals, and pacing to set the tone and really drive those emotions home. Real-life examples, testimonials, or case studies? Those are gold. They\u2019re what make people think, \u201cWow, that could totally be me.\u201d<\/p>\n And before you hit publish, test it out with a small group. If it doesn\u2019t hit the right emotional notes, go back and refine it.<\/p>\n Here\u2019s my approach: I aim to balance emotions with something meaningful. Give people a reason to stick around \u2014 like tips, inspiration, or something valuable they didn\u2019t know they needed.<\/p>\n And don\u2019t forget to invite them to share their thoughts<\/a> in the comments. I\u2019ve found that creating that sense of community is where the real engagement happens.<\/p>\n Oh, and one thing I always avoid? Clich\u00e9s. It\u2019s all about keeping it authentic and real. If I wouldn\u2019t watch it myself, I know my audience won\u2019t either. Authenticity wins every time.<\/p>\n Unless you\u2019ve been living under a rock, you\u2019ve probably noticed AI is here to stay.<\/p>\n According to our own HubSpot survey, 75% of marketers<\/a> use it to save time and 45% of leaders say it makes their teams more productive. But here\u2019s the catch \u2014 creativity and creating content are vastly different.<\/p>\n When people watch videos, they\u2019re looking for something real \u2014 authentic, engaging content that actually resonates. Let\u2019s be honest: overly mechanical or generic AI usage? Total buzzkill. A study by Nielsen<\/a> found that viewers value content that feels relatable and human, which makes sense.<\/p>\n AI visuals or speech often miss those little nuances, and that can push people away, especially if they\u2019re craving something genuine. This matters even more when your brand relies on building loyalty through authenticity.<\/p>\n And here\u2019s the kicker: YouTube reports that 70% of viewers<\/a> value creators who make them feel connected. That\u2019s a big deal. If your videos lean too heavily on AI without a personal touch, you risk losing that connection your audience craves.<\/p>\n For me, it\u2019s all about finding the right balance. I let AI handle the repetitive stuff \u2014 editing, transcriptions, basic scripting, and lead generation in a wider sense<\/a> \u2014 but I always step in to give it that human touch.<\/p>\n Those little tweaks make all the difference, adding a layer of nuance that AI just can\u2019t deliver.<\/p>\n If I\u2019m using AI visuals or voices, I make sure they align with my brand\u2019s personality. Clip Creator<\/a> is a great tool for this. The goal is always the same: keep it personal, not robotic.<\/p>\n I try not to lean too much on automation<\/a> \u2014 it can make things feel cold. Instead, I like to add a bit of authenticity, whether it\u2019s behind-the-scenes clips or real testimonials.<\/p>\n And I never guess if something\u2019s working. I test my AI-generated content with a small group to see how it lands. Their feedback is gold for figuring out what works and what needs tweaking.<\/p>\n At the end of the day, I\u2019m all about storytelling and connection. Sure, AI is great for saving time, but I know my audience values content that feels real, relatable, and totally human. And honestly? That\u2019s what I want to watch, too.<\/p>\n Sticking to just video can actually work against you \u2014 it narrows your audience and limits your impact. Don\u2019t get me wrong, video is amazing, but not everyone consumes content the same way.<\/p>\n HubSpot found that 24% of marketers<\/a> are starting to include videos as a means of content diversification. That\u2019s a big deal!<\/p>\n Think about it: Some people love quick, snackable content like infographics, while others want to dive deep into a blog post or listen to a podcast while they\u2019re on the go.<\/p>\n By mixing up your formats, you\u2019re not just catering to different preferences \u2014 you\u2019re also reaching a wider audience. I love to use HubSpot\u2019s Content Remix tool<\/a> to create custom workflows for this purpose.<\/p>\n Plus, combining videos with other types of content reinforces your message. Someone might watch your video and then see an infographic on the same topic, and suddenly the message really sticks.<\/p>\n Without variety, though, you could miss out on connecting with people who\u2019d become loyal followers if only the content clicked with them in the right way.<\/p>\n The bottom line? Diversify. It\u2019s worth it.<\/p>\n Just like I repurpose videos for other platforms, I also make an effort to think of how to convert my videos to blogs, guides, and even tutorials.<\/p>\n Why do I do this? To land those high-authority backlinks<\/a>, of course. The better and more malleable your content is, people will be inclined to use it as a source in their own works. That\u2019s why you need to strive to make that repurposed content.<\/p>\n Not everyone is online at the same time, so give them another chance to see it.<\/p>\n And if you\u2019re feeling creative, turn your videos into GIFs<\/a>, quick clips, or even still images. That way, your content gets even more mileage and a chance at sustained relevance.<\/p>\n Building a video audience isn\u2019t just about putting out content \u2014 it\u2019s about creating real connections.<\/p>\nWhy No One Is Watching Your Videos<\/strong><\/h2>\n
1) They\u2019re too long.<\/strong><\/h3>\n
How to Fix<\/strong><\/h4>\n
2) You\u2019re going after the wrong audience.<\/strong><\/h3>\n
How to Fix<\/strong><\/h4>\n
3) You\u2019re using the wrong channel.<\/strong><\/h3>\n
How to Fix<\/h4>\n
4) You\u2019re not promoting them on other channels.<\/strong><\/h3>\n
How to Fix<\/h4>\n
5) The title is misleading.<\/strong><\/h3>\n
How to Fix<\/strong><\/h4>\n
6) You\u2019re not optimizing it.<\/strong><\/h3>\n
Description<\/strong><\/h4>\n
Tags<\/strong><\/h4>\n
Category<\/strong><\/h4>\n
\n Are there any patterns between the audiences of similar channels within a given category?
\n Do the videos within a similar category share qualities like production value, length, or format? <\/p>\nHow to Fix<\/strong><\/h4>\n
7) It doesn\u2019t make the viewer feel anything.<\/strong><\/h3>\n
How to Fix<\/strong><\/h4>\n
\n8) You\u2019re going overboard with <\/strong>AI<\/strong>.<\/strong>
\n<\/h3>\nHow to Fix<\/strong><\/h4>\n
9) You\u2019re not using other types of content.<\/strong><\/h3>\n
How to Fix<\/strong><\/h4>\n
10) You haven\u2019t spent enough time developing a community.<\/strong><\/h3>\n