Video marketing is a powerful tool for attracting new leads and getting conversions. What’s more important 74% of all web traffic is attributed to videos (2017 year statistics.) Plus, more companies use video marketing as one of the most prioritized channels for building brand awareness and raising their sales. In this debunking article, you’ll see nine myths about video marketing.
Nevertheless, 31% of brands don’t use video marketing in their daily marketing activities.
Because of the video marketing myths. These myths force businesses to avoid using video marketing for all costs.
In this post, you will get familiar with 9 video marketing myths that will be debunked.
1. Video Marketing Is Costly Affair
The first myth states that video marketing is too expensive.
Is it true or false?
The answer to this question is “it depends on” because you can both create video content that requires solid investments and be completely free of charge.
Let’s say, you decided to record some video and invited a special guest. This guest is a well-known influencer in your niche. You will have to pay a tidy little sum of money to this influencer to have this person participate in your video.
On the other hand, if you come up with an idea for your video, scenario, and a clear vision of how a video material will look in the end, you can save tons of money. Just explain what you want to see in your video to some video production company and invest as much as your budget allows you to do.
2. You Can’t Track Video Stats
This myth is completely false. Even if you use a free video platform like YouTube. Yes, you won’t be able to get super-detailed analytics of how your videos perform. However, YouTube allows you to track video marketing statistics like reach, engagement, and audience for your videos.
But these stats don’t provide you with the more detailed and rich information you would like to have. However, if you work with enterprise-level platforms like Brid.TV, you will have access to an advanced type of analytics.
As you can see, video marketing is quite trackable. It all depends on what video platform you use in your work.
3. Only Tech-Savvy People Can Record Video Content
Another delusion that lots of people are concerned about. You don’t have to be a tech-savvy person to create video content on marketing topics.
To record video material that covers marketing-related topics, you must be a true marketing professional. But nobody says that you must be a professional video-maker. You can record your first videos with your smartphone (like Gary Vaynerchuk did in his time) or using a simple video-camera.
Plus, there are plenty of video marketing tools that you can choose from to create video content by yourself.
Remember that video marketing is not about technical aspects of the process itself; it is about the information you provide your target audience with. Hence, you should be focused on content first of all.
4. You Must Know How to Write Video Scripts
This myth states that every marketing video needs a script. According to a definition, a video script is a document that outlines how your marketing video is going to run. It consists of the following elements:
- Scene descriptions
- Camera cues
- Post-production notes
As you can see, any video script is a comprehensive document that needs some extra-knowledge on how to create it. Likely, you don’t need to bother yourself with this because not every marketing video requires it.
Yes, you can hire a professional writer who could listen to your marketing ideas and turn them into the script. But it costs you money and time.
Instead, create an outline of the future video and write a scenario of what you’re going to cover. Read it a few times right before you start filming a video material. Eventually, you won’t have any necessity in using scripts at all.
5. Video Marketing Must Be Viral
If you hang out on YouTube, you can see hundreds of thousands of videos with millions of views. These videos are viral. They catch the attention of people.
But does it mean that your video marketing is successful?
If the number of views doesn’t lead to conversion growth, these views are useless.
Don’t forget that anyone can watch your videos on YouTube. Therefore, the traffic you get can be non-targeted. It leads to the absence of conversions.
You should cover those niche-related topics that would be interesting to your target audience.
What’s more important, if you run a B2B business, you should consider these 14 types of B2B marketing videos.
6. Debunking Video Marketing Myths: Is Not Versatile
Many businesses and entrepreneurs believe that video marketing is good for lead generation mostly. This is one of the biggest misconceptions. Video marketing is the most versatile form of marketing so far.
Let’s review how you can use video marketing in practice:
- You can educate your target audience
- Build an email list
- Share the latest news about your product/service
- Run live stream and have a live chat with your audience
The myth is busted!
7. Debunking Video Marketing Myths: Is Time-Consuming
When you create any kind of visual content, you need a certain amount of time to get your work done. Video content is not an exception to the rule.
You will have to write an outline of the topic, switch on a camera, and record a video. Also, you can play with a video redactor and other design tools to make your video highly appealing.
Despite the fact, you can save your time massively as well.
You can do this by recording video content with the help of your smartphone. Modern-day smartphones come with a high-quality camera that would allow you to record video content professionally. You don’t need any additional equipment anymore. You can shoot a video in the blink of an eye.
Of course, if you want to optimize your video a little bit, you can use a free online video maker tool. It will help you create beautiful videos easily.
To sum up, video marketing isn’t time-consuming as this myth tells.
8. Target Audience Will Hardly Find Your Video Content
YouTube is the second largest search engine after Google. According to statistics, 720K hours of video are uploaded every day (2019 year) that would take you close to 82 years to watch the number of videos uploaded to YouTube in only an hour.
From this perspective, it is difficult to get your video noticed by your target audience. Unless you don’t know what your target audience wants to get from you.
How to find out what video content people want to see on your YouTube channel?
You can use a free YouTube keyword tool. Just take your topic idea and see whether it makes sense to cover it further. This tool provides you with monthly search volume (how many people search this particular topic on YouTube):
Afterwards, sift through the topic ideas and choose the most promising ones. Create your video content based on the findings and your target audience will find any video you upload.
9. Runtime of Your Video Content Should Be About 3 Minutes
This myth is nonsense. You can create long-form videos as well. It all depends on the stage of the marketing funnel your potential customer is at.
For instance, your business offers some kind of interior design service. You have uploaded a series of videos where you show examples of your work. The average runtime of the videos is about 2-3 minutes. Some of your potential customers have just got interested in exploring your service. So, they don’t have any intention to become your paid customers yet. They are at the first two stages of the funnel – “awareness” and “interest.”
At these stages, it makes sense to upload short-form video content.
However, when these people find themselves at the third stage called “consideration”, they need more detailed information from your videos. For example, they want to find out what exact interior design would fit their apartment or office, whatever. That’s when long-form video content enters the game.
Moreover, it depends on the business you run and your target audience’s needs. Hence, you should not restrict yourself with the runtime of your video content.
Is a Game Worth a Candle?
Nowadays, video marketing is a significant part of any business across different niches. It works great in terms of all the stages of the marketing funnel. In addition, It seems like this direction of marketing is going to be hard to replace.
Nevertheless, there are still myths that draw a red-herring across the track.
You have got familiar with nine of the most popular video marketing myths. So, as you can see, these myths have been easily debunked.
Use video marketing in your business and don’t bother yourself with the myths!