10 reasons why no one is watching your video content

Before I worked at HubSpot and created my very first series of marketing videos, I was at a loss. Confused. Frustrated.

Here I had a collection of what I thought were great examples of visual content, and yet I ended up asking myself, “Why isn’t anyone watching my videos?”

What did i do wrong?

If only I knew then what I knew now. My problem with not seeing viewers seems to be a problem that many marketers struggle with – so I decided to make a list of the most common factors that keep viewers away.

Read on and save them for reference when formulating your next video content strategy.

Why no one watches your videos

1) They are too long.

It seems like we’re past the point of demanding evidence that proves dwindling human attention spans, but just in case – studies say it is eight seconds. Beyond that, approximately two thirds of consumers prefer videos under a minute, so in summary: keep it short.

I’ll never forget what the CEO of HubSpot said: Brian Halligantold me during a chat about content creation: “You want to borrow someone’s brain.”

When asking someone to borrow something, it’s best to respect that person’s time and be mindful of when they might need it back. In general, we need our brains. So, for example, when you create video content, remember that you have borrowed your viewer’s brain.

That doesn’t mean your video has to be limited to eight seconds – how much could you possibly say in that time? However, when creating it, make sure the first few seconds are extremely captivating, because then you have to capture the viewer’s attention to keep it.

How to fix the problem

When I end up with raw footage that’s longer than an hour, I always think about the core message of my video and watch it again to see what contributes to my goal and what detracts from it.

After much brainstorming, I try to remove all unnecessary content that doesn’t support my goal. If something feels overly modular, template-like, or looks like it’s just building on top of existing content, it gets scrapped.

I suggest Use storyboarding to map out the flow of your videoto ensure that every second serves a purpose. Use analytics to measure audience retention rates and pinpoint where audiences are dropping off. Keep your introduction concise and engaging as it sets the tone for the rest of the video.

I also find it very helpful to have a storyboard when I’m pressed for time and want to make my videos as concise as possible. Oh, and don’t forget – analytics is your friend. That doesn’t mean you should take a numbers-only approach.

On the contrary, you need to make sure that what you are doing makes numerical sense and vice versa.

Sometimes I find myself in situations where I am afraid of the amount of content I am “throwing away”. I immediately think of ideas for short films, teasers, highlights and more. The point? Don’t throw it away. Instead, pay attention to the audience. Speaking of which…

2) You’re targeting the wrong audience.

I love puppy videos. You love puppy videos. Everyone loves puppy videos. But what the hell do they have to do with your brand?

Whenever you create visual content, you have to ask yourself the question, “What the hell does this have to do with my brand?” And even if there is a way to include a puppy in it, it needs to be relevant to your audience.

When you start developing a video marketing strategy, one of the most important things to consider is what your target audience wants to see – current and potential customers.

Aside from entertainment, what will be helpful to them? What will grab their attention, make them happy for you to borrow their brain and answer the questions that brought them to your content in the first place?

How to fix the problem

So what works to annoy your audience?

Start by getting to know your audience better – I really know her. Immerse yourself in their world with tools like polls, social media insights, and good old-fashioned audience feedback. What do they like? What don’t they like? What would they like to see?

Find out what drives them, what keeps them up at night and what they actually want to see. Make sure you create detailed buyer personas to get to the heart of your ideas.

Then create videos that speak directly to their needs, interests, and challenges. Don’t be afraid to experiment! Test different styles and themes to see what resonates. And hey, why not get your customers involved?

Ask for their input – this is a great way to ensure your content is received.

3) You are using the wrong channel.

When you think of “video marketing,” YouTube is often the first thing that comes to mind. And that’s not a incorrect to make an assumption. After all, around two thirds of US Internet users use YouTube.

But YouTube is not that only The place where videos are consumed – and it’s not the only place where you find your target audience.

Consider that 45% of peopleFor example, watch more than an hour of videos on YouTube or Facebook.

Additionally, Facebook is the most popular social media channel, used by 71% of adults in the US.

So if you only focus on YouTube and don’t create your own video content on Facebook, you may be missing out on an important part of the audience.

But where you publish videos also depends on who you want to reach. Generation Z, for example, “can’t live without YouTube,” is an impressive statement 96% this generation on YouTube.

They are far more likely to consume content on this channel than on Facebook, which only adds attraction 40% of Generation Z.

This is why it’s helpful to find out where different segments of your audience spend their time online. This can help determine what type of video you create and where it will be shared.

The annual edition of the Pew Research Center Social media update The breakdown of who uses what is particularly helpful. Take a look and see if you need to expand or limit your content distribution depending on who you want to watch your videos.

How to fix the problem

How exactly do you come back from that? It’s not the end of the world, don’t worry.

Start by figuring out where your audience actually hangs out online. Use tools like Google Analytics or Social Media Insights to find out where your traffic is coming from. This should give you a quick plan for switching.

Then make your videos work for those platforms. Think vertically for Instagram Stories or TikTok and horizontally for YouTube – different spaces, different mood!

A big plus is that does not require extensive editing or repurposing. Just make sure you pay attention to formatting, length, and the trends typical of these platforms.

Upload your videos natively to every platform because let’s face it: algorithms love original content. Experiment with different posting times and styles to see what resonates the most. And don’t forget to stay up to date with trends – research papers, case studies, statistics.

The more you know about where your people are and what they want, the better your videos will perform. However, I emphasize that this does not mean that you should not promote your videos on other channels.

4) You don’t promote them on other channels.

Let’s say you create an original video with content on Facebook. Not easy leave it there – because that limits its visibility.

“But doesn’t that contradict what you just said about using the right channel?” On the surface, perhaps. But here’s the thing: repurposing that Facebook video for other channels can help increase both engagement and traffic.

This is where something like Instagram can be a great resource. Since verified accounts now have the ability to add links to their story posts – that’s the thing at the bottom that usually says “See more” and the carrot arrow pointing up – this serves as another means of driving traffic to one desired website to drive more engagement.

Check out how HubSpot used videos on its Instagram Story to drive traffic on Facebook in the ways we described:

You don’t have to create a completely new video for something like this. You can take the attention-grabbing 15-second clips from your longer video and create a cohesive series of shorter videos.

You can then use them as Instagram story segments to drive traffic where you want visitors to go, whether to a full-length video or other content.

For this purpose you can use Clip Creator from HubSpotthat uses AI to create fast, digestible videos for all channels.

How to fix the problem

How do you fix the problem? It’s simple – don’t let your videos collect dust on one platform.

Share the love! Take the best moments, like those extremely attention-grabbing moments, and post them on Instagram Stories, X, or LinkedIn. These short clips are perfect for getting people curious enough to watch.

Do you have an email list? Use it! Include these links in your newsletters so your subscribers can see what you’re up to. And hey, why not team up with some influencers or industry friends? Allowing them to share your video with their audience is a great way to reach new people.

Also, don’t forget to make your videos easy to find. Optimize descriptions, tags, and titles so they appear when people search for things.

Oh, and a pro tip: keep sharing these videos over time. The key is not only to get views, but also to make your overall brand more visible and rank better.

5) The title is misleading.

You may be familiar with the term “clickbait”: the use of attention-grabbing titles that entice people to click on something, then lead them to content that actually has nothing to do with the title.

This is a big no-no and can lead to serious losses in SEO and certain social media sites. For example, Facebook is taking measures to remove clickbait from users’ feeds.

In other words, while it may seem tempting to give your video a clickable title, you’ll ultimately be penalized for it if it doesn’t truly describe your content.

And even if it doesn’t immediately get you removed from social media channels or lower your SERP ranking, it will hurt your brand – once the user realizes you’re giving your videos misleading titles, they’re likely to associate you with inauthentic content.

It also just makes sense that your title matches exactly what the viewer is looking for – you create the video content that provides a solution to the user’s query. In addition, research was carried out by Backlinko We’ve found that videos with an exact match keyword in the title have a slight advantage over those that don’t.

Finally, make sure you keep your title short too – HubSpot Content Strategist Alicia Collins We recommend limiting the length to 60 characters to prevent it from being truncated on results pages.

How to fix the problem

What’s the magic trick here? Quite simply: be honest and clear with your titles. Nobody likes clickbait and it will only hurt your brand in the long run.

Make sure your title actually fits the topic of your video. Not only your viewers will appreciate it, but also search engines and social platforms.

It also works in both directions – since 2022 Google actively penalizes websites for misleading contentand you do NOT want to be in their crosshairs.

Once you have a topic idea, start with some quick keyword research using tools like Google Keyword Planner or Ahrefs to find out what your audience is looking for.

You can even start typing in the YouTube search bar and see what autofills. Then include these keywords in your title so that it matches search queries. Another thing I like to do is test them with friends, family and colleagues.

Do you want to attract attention? Try numbers or Action verbs in your titles, like “3 Tips for…” or “How to Crush…” It’s a great way to make them stand out. Don’t be afraid to experiment either – A/B testing can show you which titles really resonate with your audience.

And hey, if you have older videos that aren’t performing well, update their titles to make them more accurate and engaging. Problem solved!

6) You don’t optimize it.

You will be surprised to know that this is the main reason why no one watches your YouTube videos. As important as it is, giving your video an accurate, clear, and concise title is only part of optimization.

This is where YouTube becomes a major player again – it offers one of the most detailed levels of optimization of most video sharing platforms.

Let’s take a look at some of the useful optimization options in your toolkit. Use them all so you don’t want to get lost among your competitors’ videos.

Description

This should be limited to 1,000 characters. Don’t let your creativity overshadow the goal of practicality.

After all, your viewer came here to watch a video, not read a lot of text, right?

Additionally, YouTube only displays the first two or three lines of text, which are about 100 characters long. Therefore, present the description with the most important information.

To take full advantage of the description, I usually add CTAs, social media links, and anything else I want to drive traffic to. Something like this:

source

Tags

Using tags not only tells viewers what your video is about, but it also informs YouTube, which uses tags to understand the content and context of your video Backlinko.

This allows YouTube to link your video to similar videos, which can increase the reach of your content. However, proceed with caution – as with your title, do not use misleading tags as these could lead to more views – Google might even do this punish You too for it.

category

Choosing a category is another way to group your video with similar content on YouTube – but it may not be as easy as it sounds.

YouTubes Creator Academy suggests that marketers “think about what works well for each category you’re considering” by answering questions like the following:

• Who are the top creators in the category? What are they known for and what do they do well?
• Are there patterns between the audiences of similar channels within a given category?
• Do the videos in a similar category share characteristics such as production value, length, or format?

How to fix the problem

Do you want your videos to shine? Use every optimization tool at your disposal. Start with your descriptions – keep them short, keyword-filled, and useful right from the start. Don’t forget to include a clear CTA, whether it’s directing people to your website or other content.

Tags? They’re not just an afterthought. Use specific topics that match the topic of your video so that it appears in the right searches. Choose a category that fits your content and take a look at similar videos to see what works for them.

Thumbnails are your secret weapon – make them unique and eye-catching so they tell the story of your video at a glance. Add subtitles and transcripts? This is a win for accessibility And SEO.

Once your video is published, keep an eye on your analytics. If something doesn’t click—like your tags or your description—tweak it until it clicks. Optimization is not a one-time deal; It’s all about fine-tuning to get the best results.

7) The viewer feels nothing as a result.

After watching a video, I want to feel something – Whether smart, sad, amused, or generally better off, I don’t want to feel like I’ve completely wasted my time.

And while some may label the above puppy videos as “unproductive,” the fact is that this is probably the case improved my mood means it wasn’t the worst use of a few minutes.

And remember what we said earlier about the lack of time and attention? There’s nothing that keeps viewers coming back more than making them feel like they gained nothing from watching your video content.

Emotions can often do that influence purchasing decisionsespecially when it comes to a story. So when you create video content, it can be helpful to have an impartial audience preview the content before you publish it, such as a friend or colleague from another department.

Remember the intent behind the video – was it intended to be helpful, moving, or entertaining? Then, after you see it, ask your friend if it made her feel the way you hoped.

If not, ask how or what the video is did give her a feeling. If their response lacks enthusiasm, that’s a good sign that perhaps it’s time to start over.

And remember: emotions are what make people want things share something. This makes watching a video more of an experience than an event, and makes the viewer want to share it with others.

So doing what you can to make sure your viewer feels something in response to your video not only gives them value, but also makes them more likely to share it.

But be careful: Don’t create video content that is intentionally offensive or intended to evoke strong negative emotions just to provoke a reaction.

Remember that one of the primary purposes of all your content, including videos, is to associate your brand with something helpful and positively noteworthy – not someone who makes people angry or hurt.

How to fix the problem

Storytelling is where the magic happens, and believe me, it’s all about making that connection. Start with one strong hook – something that grabs attention and presents a problem or scenario that your audience can relate to. I always think about how I would feel if I saw it – does it captivate me? Do I care?

Use music, imagery, and pacing to set the tone and really evoke those emotions. Examples from practice, field reports or case studies? This is gold. They’re the ones that make people think, “Wow, that could be me.”

And before you hit publish, test it with a small group. If it doesn’t hit the right emotional notes, go back and refine it.

Here’s my approach: My goal is to balance emotions with something meaningful. Give people a reason to stick around—like tips, inspiration, or something valuable they didn’t know they needed.

And don’t forget to invite them to share their thoughts in the comments. I’ve found that the real commitment lies in creating that sense of community.

Oh, and one thing I always avoid? Clichés. It’s about keeping it authentic and real. If I didn’t see it myself, I know my audience wouldn’t either. Authenticity wins every time.

8) You’re overdoing it AI.

Unless you’ve been living under a rock, you’ve probably noticed that AI is here to stay.

According to our own HubSpot survey 75% of marketers Use it to save time and 45% of leaders say it makes their teams more productive. But here’s the catch: Creativity and content creation are very different.

When people watch videos, they’re looking for something real – authentic, engaging content that actually resonates. Let’s be honest: Too mechanical or general AI use? Total buzzkill. A Study by Nielsen found that viewers appreciate content that feels relatable and human, which makes sense.

AI visualizations or language often ignore these small nuances, and that can turn people off, especially when they’re craving something real. This is even more important if your brand focuses on building loyalty through authenticity.

And here’s the kicker: YouTube reported that 70% of viewers Value creators that make them feel connected. This is a big deal. If your videos rely too heavily on AI and lack a personal touch, you risk losing the connection your audience craves.

How to fix the problem

For me it’s all about finding the right balance. I let the AI ​​do the repetitive stuff – editing, transcriptions, basic scripting, etc Lead generation in a broader sense – but I always intervene to give it a human touch.

These small tweaks make a big difference and add a layer of nuance that AI simply cannot provide.

When I use AI visualizations or voices, I make sure they match my brand’s personality. Clip creator is a great tool for this. The goal is always the same: stay personal and not robotic.

I’m not trying Rely too much on automation – It can make things feel cold. Instead, I like to add a bit of authenticity, whether through behind-the-scenes clips or real testimonials.

And I never guess whether something will work. I test my AI-generated content with a small group to see how it’s received. Your feedback is worth its weight in gold to find out what works and what needs to be optimized.

At the end of the day, I’m all about storytelling and connections. Of course, AI is great for saving time, but I know my audience values ​​content that feels real, relatable, and completely human. And honestly? I want to see that too.

9) You do not use other types of content.

Restricting yourself to just videos can actually be a disadvantage – it limits your audience and limits your impact. Don’t get me wrong, videos are great, but not everyone consumes content the same way.

HubSpot found that 24% of marketers are starting to incorporate video as a means of content diversification. This is a big deal!

Think about it: Some people love quick, practical content like infographics, while others want to dive deep into a blog post or listen to a podcast on the go.

By mixing your formats, you not only cater to different preferences, but also reach a broader audience. I love using it HubSpot’s content remix tool to create custom workflows for this purpose.

Additionally, 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.

However, without variety, you might not be able to connect with people who would become loyal followers if only the content resonated with them in the right way.

The end result? Diversify. It’s worth it.

How to fix the problem

Just as I repurpose videos for other platforms, I also think about how I can turn my videos into blogs, guides, and even tutorials.

Why am I doing this? To Land those backlinks with high authorityNaturally. The better and more malleable your content is, the more people are inclined to use it as a source for their own works. That’s why you need to put in the effort to create this reused content.

Not everyone is online at the same time, so give them another chance to see it.

And if you are creative, Turn your videos into GIFsquick clips or even still images. This gives your content even more reach and a chance of lasting relevance.

10) You haven’t spent enough time building a community.

Building a video audience isn’t just about publishing content, it’s also about making real connections.

Honestly, I’ve seen this first hand: people don’t just want to watch; You want to feel like you’re part of something. Sprout Social even figured this out 64% of consumers actively seek out brands that engage with them personally.

And here’s the truth: If you don’t interact, even your best videos can seem like a one-way broadcast. Nobody wants that.

This is where building a community changes the game. It gives people a reason to stay here. Google says that viewers who feel connected to a creator are three times more likely to come back for more. This is huge!

What if you have a strong community? They don’t just look at your stuff – they share it, talk about it, and help it grow. It’s like this ripple effect that keeps gaining momentum.

How to fix the problem

For me, everything starts with commitment. When someone comments on your videos, take a moment to respond. I always try to make time for this – it shows people that their contribution matters.

Take it a step further and create opportunities for interaction, such as polls, Q&As, or even live streams. Trust me, these little touches make a big difference.

Collaborating with influencers or others in your niche can also help you reach new audiences while increasing credibility. And one thing I absolutely love? Sharing User Generated Content. It’s such an easy way to make your audience feel seen and valued.

Consistency is everything. Stick to a publishing schedule so people know when to expect new content. And don’t forget to get your analytics in – I’m always checking who my loyal viewers are and what they love most.

The bottom line is that if you take the time to build a real community, it pays off. These are the people who keep coming back and even help spread the word about your content. And honestly, isn’t that what we all hope for?

Get more video views

Time to have an honest conversation with yourself. Look at your videos and your video strategy to see if and how many of the 10 factors above apply to you.

Gradually start optimizing your strategy to close these gaps. It will only be a matter of time before your views increase!

Editor’s Note: This post was originally published in July 2017 and has been updated for completeness.