Have you ever wondered why other short videos reach a large audience and become successful while yours don’t? You invest a lot of time, effort and resources into filming, editing and publishing, yet the result isn’t what you hoped for. You might be making one (or more) of the five most common mistakes when creating short videos. Read on to find out what they are – and how to fix them!
1. No “Hook” at the Beginning
Attention is now of high value. In order to convey information, attention must first be acquired. How to get it? The first 2-3 seconds of a video are the time you need to capture attention to keep it going. Long introductions and redundant verbiage are a sure way to lose attention before you can say the most important thing.
Solution: In the first 2–3 seconds say or show something that grabs your audience’s attention – for example, a provocative statement, an unbelievable fact or a surprising insight.
2. No clear CTA
If your video captures attention and is watched until the end, but there’s no call to action (CTA), viewers will simply scroll on. You’ll miss out on engagement and feedback. If people aren’t clearly told what is expected of them, they most likely won’t react.
Solution: Clearly define what you want your audience to do at the end of the video – write a comment, share the video, save it, follow your page, etc.
3. No subtitles
A large portion of the audience watches short videos without sound. If you haven’t added subtitles and your key message is delivered only through speech rather than visually, you risk losing viewers’ attention and they’ll scroll away.
Solution: Add subtitles. Many apps now automatically generate subtitles and can recognize multiple languages.
4. Too much information
Often we have several important things we want to share with our audience. Instead of creating multiple videos, we try to fit everything into one. But short videos are short for a reason. Not only is it difficult to include a large amount of information in a limited time, but it’s also hard for viewers to follow and remember multiple key points
Solution: Use the strategy – one video, one idea. This way you can create more content consistently while delivering a clearer message to your audience.
5. Copying Trends Without Purpose
Following trends can be a great way to attract attention. However, simply copying a trend without connecting it to your industry or product makes the video meaningless. Of course not everything has to carry a deep message. But since creating short videos requires time, effort and resources, use them wisely and think about the return on your investment.
Solution: Before jumping on a trend, think about how to connect it to your product or service.
What’s Next?
If you’ve made any of these mistakes, don’t worry – it’s completely normal. Growth comes through learning and improving. However, if you’re already following these principles and your short videos still aren’t delivering the desired results, it’s time to dig deeper.
These and many other topics will be discussed at the Marketing Shake MASTERCLASS on April 16 at the music and arts venue OratoriO (Sporta st. 2, Riga).
The masterclass will be led by David Duc, a marketing strategist specializing in short-form video content for platforms like TikTok, Instagram Reels and YouTube Shorts. As co-founder of ShortPRO, he has worked with global brands such as L’Oréal, Red Bull, Xbox and O2.
Throughout the day you’ll gain practical knowledge about creating short videos – how to capture attention, inspire action and create content that truly engages. You’ll learn the latest trends, methods and hands-on techniques for producing impactful short-form videos.
Find out more about the event and tickets here!
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