25 Often-Repeated Misconceptions About Video Marketing
It should come as no surprise that video marketing is also shrouded with misconceptions galore that some businesses still believe.
More than 86% of businesses are investing in video marketing strategies today.
Those who haven’t jumped on the bandwagon are probably still holding on to some of the myths, making them apprehensive about what will happen when they commit to this marketing strategy.
Believing all those misconceptions will affect any online campaign as well as its effectiveness.
That's the reason why we are going to highlight the myths you shouldn’t believe at any cost and debunk them.
Is Video Marketing Worthy In The First Place?
Well, TikTok marketing, YouTube marketing, and now even Instagram marketing is focusing on video content to engage more users on their platforms.
"Is video content essential or just another marketing fad?" you might ask.
It's quite unfair if we just use my opinion as the only source to answer this question.
So, I dug up some data and research from the internet to back my claim that video marketing is not a passing trend but rather here to stay for the long haul.
According to HubSpot, 54% of consumers want to see videos from brands they support at least once a week.
Meanwhile, a study shows that 52% of marketers worldwide name video as the type of content with the best ROI. That is a significant number that cannot and should not be ignored.
Not only that, but online videos will make up more than 82% of all consumer internet traffic by 2022. That is up from 75% in 2017.
It’s high time businesses invest in the video — regardless of their business size and the industry they belong to and stop shying away from it.
After all, all those plain, bulky paragraphs are not going to do much in this age where people have a shorter attention span than a goldfish.
It would be a chore for your audience just to read your text-heavy product descriptions or even email marketing.
Back to the question, in the beginning, the answer is an emphatic YES.
Done right, video marketing strategies can be powerful tools for marketers to engage more audiences in this saturated digital field.
Often-Repeated Misconceptions In Video Marketing Strategies
There are indeed some that don’t work as well as they should, and the reason is often because of preventable misconceptions or mistakes.
Here are some of the most common video marketing misconceptions many marketers still believe
#1. "Video Marketing Needs to Be Professionally-Produced"
What a nightmare for small businesses with a shoestring budget.
Well, this couldn’t be further from the truth. You don’t need a big budget or professional equipment to create a great video.
Of course, high-end video production will give the best result. But that doesn’t mean you can’t produce quality videos on your own or with a limited budget.
With today’s technology, even a smartphone can shoot high-quality 1080p HD video. You don’t need an expensive camera to get started with video marketing.
You see all of those videos for brands on social media are taken using a smartphone. And they turned out just fine. As long as the video is clear and audible, that’s all that matters.
#2. "Nah, It's Really Complicated"
Yes, creating a video does take some time and effort — so does any other marketing strategy.
But if you think about it, once you get the hang of it, creating a video is not that complicated at all — especially with all of the technology and tools available today.
Not to mention, you can always outsource the video editing part if you don’t have the time or skills to do it yourself.
#3. "It Takes Too Much Time"
Video marketing indeed needs to be consistent. It's not a one-time strategy. Many brands post new videos online on their social media. But, it doesn't mean that you have to create it like a TV show with a new episode every week.
#4. "It's Only for Big Brands"
Many businesses think that video marketing is only suitable for big brands with a massive customer base, advanced overall marketing strategies, and of course, a large budget to spend on production and distribution.
#5. Video Marketing Is Only for Boring, “How-to” Videos
While this type of video is certainly informative and helpful, it doesn’t mean that you can only use video marketing for this purpose.
The sky’s the limit when it comes to video marketing.
Brands like Nike are well known for their empowering, story-driven videos often without a single product in sight.
#6. "We Can't Afford Any Celebrities"
Unfortunately, not all businesses can afford to feature celebrities in their videos-- and that's okay.
You can even use animated videos when you have no one to be featured on. Explainer videos and tutorial videos are perfect examples of this.
At the end of the day, it’s not about how much money you spend on your videos or who’s starring in them. It’s about creating quality and informative videos that will resonate with your target audience.
#7. "We Need an Expert to Help with the Strategy"
While it's true that experts can certainly help you create and execute a powerful video marketing strategy, it doesn't mean that you necessarily need one.
You can also find plenty of tips and advice from other businesses that are already using video marketing successfully.
The bottom line is that you don't need to hire an expert or a professional agency to start using video marketing for your business.
With a little bit of effort and creativity, you can create videos that will help you achieve your business goals.
#8. "It Needs to Go Viral"
But, is going viral anyone’s ultimate goal?
For most of us, it is. After all, it won't even hurt to have a little virility in our videos.
But, don't put all your eggs in one basket as not every video will go viral.
The thing is, there's no such thing as an overnight success when it comes to any marketing strategies — video marketing is no exception.
That's how you gain eyeballs and build a solid customer base. This, in turn, will result in an increased view rate and engagement.
#9. "It's Hard to Track and Measure"
But, with the right tools and strategies, you can easily track and measure your video marketing efforts. Thanks to the internet.
There are a number of free and paid tools available that can help you track your video views, engagement, and conversion rates. You can also use Google Analytics to track how your videos are performing.
#10. "One Video Is Enough"
Some might do a good job of explaining and breaking down complex topics. Others are unbeatable when it comes to generating audiences' trust and convincing them to take action.
Meanwhile, for those who are already at the bottom of the funnel and ready to purchase, you might appeal to them with customer testimonial videos or how-to videos.
#11. "Too Fierce Competition, Not a Chance for Me"
When it comes to making videos stand out, video SEO is essential. This means that you need to optimize your videos for the search engines so that they can be easily found by your target audience.
Is there a way to make the video optimization process easy, yet efficient? Yes.
With the Serpstat Keyword Research tool, you can collect the most relevant and high-performing keywords to get your videos in front of your target audience:
#12. "YouTube Is the Only Platform for Video Marketing"
There are also several social media platforms that allow you to share videos, such as Facebook, Twitter, and Instagram.
Here are some platforms that many marketers use as a channel for their video marketing campaigns:
#13. "All Videos Need to Be 2 Minutes"
#14. "I Can't Come up with Any Fresh Ideas Regularly"
At this point, many businesses are still afraid that they can't come up with new, fresh ideas for video content.
If you've been scratching your head trying to come up with video ideas, don't worry, you're not alone.
Many businesses struggle with this.
#15. "Just Put Any Videos Out There"
They think that as long as they're putting videos out there-- just for the sake of doing it, it'll be fine.
Without any solid plans and objectives, as long as there's a video for the audience to watch, many businesses think that they have done their job.
#16. "It's Not a Versatile Marketing Tool"
You can use videos for a number of different purposes, such as creating brand awareness, generating leads, or even boosting sales.
For example, you can use a short video as an ad on social media, or as a pre-roll ad on YouTube.
You can also embed them on your website or blog to drive traffic back to your videos. Not to mention that you can create GIFs from your videos and use them for various purposes.
#17. "My Business Doesn't Really Need Videos"
But the truth is that video marketing can be a great complement to your other marketing efforts.
#18. "It's Too Late for My Business to Start Now"
Many feel like they've missed the boat and that everyone else is already ahead of them. After all, today's digital space seems like it's too saturated in context to videos, doesn't it?
But the good news is that it's never too late to start using video marketing.
#19: "It’s Only for B2C Companies"
Today, at least 71% of B2B marketers use video in their strategies, and 73% of them report a positive impact on return on investment.
For B2B with complex explanations like SaaS, healthcare providers, or financial services, video is a great way to educate your target market and help them understand what you do — even for the layman.
#20. "It’s All About Making People Click the Video"
In fact, it might even make them leave before the video is over and never come back. There goes your online reputation.
…As you’ve noticed, people don’t want to be sold. What people do want is news and information about the things they care about.
#21. "Videos Have a Short Shelf Life"
That's not necessarily true. Yes, some videos will only be relevant for a short period of time (like a video about a breaking news story). But other videos can remain relevant long after they've been created.
It all depends on the topic of your video and how you market it.
#22. "Videos are Only for Social Media"
This gives you more opportunities to reach your target audience and get them to watch your videos.
It also helps you increase the average watch time of your videos, which is a key metric that determines how your videos rank on YouTube and other search engines.
#23. "I'll Just Copy-Paste My Competitors' Video Strategy"
Wrong. Just because a competitor is successful with their video marketing doesn't mean you will be too if you just copy them. What works for one company might not work for another.
Find out what they're doing right and what they're lacking. Thus, how can you do better with the video?
#24. "I Don't Need Video because I've Got Great Written Content"
They can both be used to educate your target audience and help them understand your product or service. But, they should be used together, not as an either/or proposition.
Think of it this way: If a picture is worth a thousand words, then a video is worth a million. A video can convey so much more information than written content alone. It's also more engaging and easier to consume.
#25. "No Need to Optimize It. Only the Quality Matters"
Only then will people be able to find your videos and watch them. So, don't neglect the importance of optimization just because you think your videos are high-quality.
Now that you know the truth behind each of them, you can set yourself up for success and create videos that will help you achieve your business goals.
Don't let misconceptions hold you back from using video to reach your target audience and grow your business.
Video marketing is a powerful tool that can help you achieve your business goals. But like any tool, it needs to be used properly in order for it to be effective.
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