Video Marketing Myths Debunked with Facts and Advantages
Video marketing is undoubtedly one of the powerful strategies used by many small to large scale businesses in recent years. Video marketing has been skyrocketing its popularity since the inception of this strategy.
YouTube is the biggest platform for video marketing and surveying among millennials; one can understand that audience prefers video content over general content. Most of the time, consumers prefer video demonstration rather than graphical or written demonstration.
Top marketing giants have also relied on creating videos for promoting brand awareness. It is no rocket science as one does not need to survey with a team with a hectic research paper because the popularity of video marketing can be seen among ordinary people. Be it millennials or targeted audience, most of them prefer to click that start button rather than staring at graphic content or scrolling through a couple of words.
Venturing digital marketing is not a cakewalk because myths always lark a loom in the beginning. Even though video accounts for more than 70% of web traffic, there are a bunch of myths and misconceptions are hovering above business companies for not using video as a business tool.
From a large scale to a small scale, almost all industries have rethought about creating a video just because they have been misguided by couples of wrong information and myths. Here are more myths about video marketing that are debunked, broken with potential advantages and facts.
1. It Is Too Expensive
This is the first myth that needs to be debunked among business organizations. This myth has typically blanketed the small-scale industries. Yes, indeed, video making is not that cheaper too, but it's not dearer too.
Most of the time, it is thought that one needs to arrange expensive DSLR cameras, proper lighting, an editing team, powerful machines, and highly paid software. These facts cannot be avoided, but not every time they are the rescuers.
All one needs to think about engaging content, an editor, and a decent camera. Even a smartphone camera is also big thumbs up. The first video does not need to be super powerful. One does not need to expend much as cheaper options are always available.
Once the brand grasps the filming, the marketing team can explore with powerful software, camera effects, multiple styles of videos. The advantage is that the brand can start marketing at a lower price, gain a target audience with organic reach, and show consumers how it is breaking the barrier from being cocooned.
2. It Needs Expertise
A perfect video for promoting brand awareness is equivalent to a team of expertise. While this fact cannot be denied but the common misconception is that one has to hire a professional video creator and video editor to hold a position in a neck-breaking web field race.
The fact is brands need not recruit a professional all the time; sometimes, only one person can shoot videos and edit too. The more this fact can be digested to some great extent, the more brand will be able to eradicate the malady of myths regarding video marketing.
If one thinks that one has to be tech-savvy, then it's time to jeopardize the myth because often, marketing videos are done with cell phone cameras and point-and-shoot cameras. Now the top-notch smartphone cameras can compete with SLR cameras.
Who can say that one video has been shoot with iPhone and not any DSLR? The advantage is that it can be a budget-friendly and good use of human resources. However, one should not lack basic technical knowledge too. Providing minimum audience demand fulfills all the needs, which are the green signal for enhancing video marketing and brand awareness.
3. Confusion Between Peoples' Demonstration and Animation
This is another typical video marketing myth. However, it is more of confusion over myth or any kind of misconception. While most of the companies promote the brand using normal video with loads of VFX, many companies promote the brand using short animated videos. Both are consumer engaging.
However, it is not always true that video marketing gains advantages from either casual videos or animated videos. Even small-scale industries believe to it digital marketing through any kind of videos is still jinxed.
Another myth in digital marketing is that animated videos are cost-friendly. While it is true to some extent, but that does not mean animated videos are budget-friendly and normal videos with VFX are cheaper. The fact is consumers prefer lucid demonstration of products in animated form or VFX form.
4. The Brand Must Hire Celebrities for Promotion
Yes, many companies hire celebrities for video marketing and promoting brand or product; this is undoubtedly a serious myth that only hiring celebrities can reach potential customers. There is no need to hire celebrities for enhancing video marketing.
At least this is applicable for small scale business organizations where the budget for marketing is a serious concern. While the giant brands believe that investing a bunch of money in video marketing keeps them one step ahead in the digital marketing industry, the small scales opt for cost reduction.
The fact is a business brand can opt for hiring celebrities to reach potential consumers once the business is a top-mark level. Otherwise, there is no need to invest lots of money because the audience prefers genuine products, reliable customer service, and well-demonstrated video.
5. The Video Has to Be Viral
The concept of quantity over quality is going up, and the fact that overall digital marketing is plummeting day by day. One can search on YouTube that several videos are of no use got millions of likes and got instantly viral. In contrast, helpful videos did not get millions of likes; forget about getting viral.
Surely the later one helped to promote brand awareness. Getting viral is ecstatic, but that does not mean it is a panacea for enhancing business- a jaw-dropping myth indeed. The myth has been debunked because getting a video viral is not a piece of cake unless the target is reaching a global audience.
Moreover, there must be continuous work for getting viewers through SEO, organic reach, etc. If the business orients for a specific group of people, which is their target audience, then the video should be appealing to them. The easiest way to do this is to create a lucid demonstrative video with no pompous appeal and showing what the audience wants to see.
The sole purpose should be reaching the target audience, communicate with them, and push them in sales trajectory. Marketers follow brand awareness, lead generation, customer education. Using the trio method, any business can get the desired advantages.
6. No Idea about Video Scripting
One of the scariest video marketing myths is scripting, and the only reason that comes to mind is that writing can is scary. While this myth is getting debunked with as lots of professional writers are in a beeline, the unavoidable fact is business CEOs or entrepreneurs do not much rely on them.
The fact is video marketing does not always need scripts. If businesses have a budget and want to invest, they can hire writers and turn ideas into a fine script.
However, it will be more effective if the entrepreneur directly gets featured in a marketing video, addressing what their product is, how it will be beneficial for them, and talk directly to the audience.
The fact is that only the business head can have the best idea about products and consumer demand. Communicating with a preferable audience means it will create brand support, trust, and reliability. In this case, one does not need a script for video marketing. This is of no doubt, the biggest advantage for any business organization.
However, if one is skeptical about how to get on the right track, one can research watching similar contents, chalking out rough outlines, and filming to go through possible flaws to rectify them.
7. Impossible to Find Videos
No one can deny that every now and then, a video is being uploaded on YouTube. Eventually, the preferred audience won't get the right video at the right time. However, it is not true all the time.
The myth has been prevalent for ages because often, new business industries or non-expert team don't know how to reach the audience properly. The myth can be instantly broken, watching some of the best YouTube vloggers. No sooner they upload any video then they get decent views.
Social media can reach an audience that, too, in a quicker time. One needs to optimize metadata, SEO to reach an audience quickly. Initially, it may be difficult or time-consuming, but the video will automatically gain traffic once it is posted.
Digital marketing through Facebook has many advantages because most people follow Facebook pages, and it will be easier to promote video marketing. Moreover, the business management and marketing team need to understand that reaching a specific audience is necessary rather than targeting a global audience.
8. Tracking ROI of Marketing Videos is Not Easy
Misconception, misunderstanding may be more prevalent in terms of ROI rather than in any other section. There is no doubt that tracking ROI is a big yes for brand awareness and marketing campaigns.
Not tracking ROI means being stagnant in one position. Most of the video marketing campaigns are done on YouTube, and it provides modicum statistics. Tracking audience behavior is not easy, though, but investing time can be a serious advantage in social media marketing.
The myth spreads like an epidemic because many business industries are quite reluctant to track ROI. Taking note of daily but small statistics regarding views, subscription rates, click-through rates, time span, video preferability can lead to immense success. "Video emblement platform," Google Analytics, YouTube analytics are some of the helpful areas where ROI tracking can be quite easy.
Another trick will be making timestamps in longer videos. If the videos are averagely seen till the last, then it surely consumer engaging and beneficial to them. Otherwise, the audience will tend to skip to the desired parts. This can be a new and trickiest way to capture and increase the number of audiences.
9. Shorter Video Means Engaging the Audience
With fast internet and impatient millennials, not only content creators and vloggers but also business brands tend to make videos shorter yet explainable. Moreover, shorter videos are budget-friendly, according to them.
This one may be the funniest myth in video marketing and social media marketing. Sometimes, shorter videos are dearer because one needs to cover up almost all the features and benefits of the products in a minute or a couple of seconds.
But there are specific must-know rules too. If a brand is opting for a new group of the target audience or new traffic, shorter videos are undoubtedly the best. But longer videos are in demand too, especially those who are existing consumers.
Several types of research have seen that shorter people prefer both shorter videos and longer videos. Shorter videos are preferable to new audiences for gaining interest, and longer videos are preferable for further understanding.
The management team needs to post different kinds of videos like the trailer, medium videos, longer videos, and then track ROI for better results. Once again, it will be useful if brands use both "a human explaining product" videos and "animated demonstration" videos.
10. More Views Means More Success
More views are equivalent to success is another common myth in video marketing because the entire YouTube industry now relies on this. Millions of views, thousands of likes have become the parameter of success.
This is growing mainly because of vlogging videos, competitive music videos, and roasting videos. But those videos are solely for entertainment purposes, and people do not get proved benefits from them. Business brands need to track that if people are lured to their products or at least the website or not.
The chances are high that people will opt for the service or product if they find videos and websites attractive with several benefits. Therefore, benefits should be a prime concern for viewers. As mentioned before, a specific audience must be chosen rather than a global audience.
For example, "TechDellSupport" is such a YouTube channel where videos get fewer views, but surely the videos are beneficial for new and existing customers.
11. YouTube is The One and Only Platform
No doubt, YouTube is the biggest platform for video marketing, but without YouTube, there is nothing but a myth. YouTube has garnered popularity in recent years among marketers, but there are other platforms like Vidyard, Wistia, Vimeo that have garnered popularities too.
Not every company has a YouTube channel; rather, they create short to medium videos and post it on their websites. For better audience reaching strategy, they post the videos on Facebook or Instagram.
These two social media platforms have proved their potentials. Not everyone can be seen hooked up on YouTube; instead, they prefer to glue their eyes on Facebook and Instagram. There is no need for a survey to understand that video marketing can be promoted better on Facebook and Instagram rather than YouTube.
12. It Needs to Be Versatile
Often some business brands claim that video is not versatile. It is another funny myth, maybe. Nowadays, common people check everything on YouTube rather than a random Google search or image search. The statistics show an upwards arrow because YouTube has now become very lucid.
There are a number of YouTubers who explain services and products in a simple manner. It is not only for YouTube rather for Facebook and Instagram too. Video marketing will be higher in upcoming years as it boosts "click-through rates." Video has a stronger marketing capacity and versatility. One needs to avoid specific mistakes such as incomplete video, not-understandable, not providing contact details. Video marketing can be used to
- Create an email list
- Share more values
- Share new features along with tips and tricks
- Educating target audience
- Establishing reliability and authority
- Direct communication
- Knowing drawbacks and future demands for upcoming products.
13. Time Consuming and No Need for Website
Companies provide a website in graphic advertisements and printed advertisements. The sole purpose is to lure consumers to their websites, gain traffic, view products, and purchase them. This is cost-friendly, but such companies do not rely on the fact that video marketing can increase the traffic too.
According to small scale industries, videos are not only costly but also time-consuming. The prime target for every company is millennials or the younger generation, and they don't prefer to spend much time on it. What they don't understand that any kind of video that too on websites is more preferable.
Business giants have already opted for this strategy. It is a myth that both graphics and videos don't go hand in hand. The fact is the video has more potential for promoting brand awareness, company strength than graphical representation. It also gives the authority to communicate directly with clients.
However, the marketing team in any company should not post unnecessary videos or longer videos. It shatters the impression very quickly. One should go for time, moderate yet useful videos to engage customers. One need not worry about spending much time if videos are useful.
Video marketing has pros and cons. Myths are always there in social media marketing, but it is common among new business and small-scale businesses—no one efforts to debunk the myth and break the jinx.
On average, this has become part and parcel of video marketing or any industry. Business industries need to understand that views are not only parameters for success. Everyday analytics is the key to success, or else brand promotion will be nipped in the bud.