Social media is getting more immersive daily, and video content has had a huge part to play in this. Many users regularly watch videos on social media; they engage and share them with their friends. As a result of this, businesses and marketers are taking advantage of this opportunity by investing in video marketing in order to create unique and informative content to target their potential customers.
These have led to there being several myths paraded as facts on the internet about video content as a marketing tool. We're here to debunk some important ones. Read on to learn the truth.
1. Video Marketing is highly expensive.
It has been reported that 37 percent of marketers do not use video as a marketing tool because it is too expensive. This sounds fair if we are talking about very small businesses with little to no marketing budget. But is making quality videos costly in actuality? With the array of tools available now on the internet, creating video content is easy and budget-friendly compared to the past, when you had to have highly expensive equipment to churn out quality videos[LS1] .
2. Video Content must be vertical to be mobile-friendly.
It’s common knowledge that any video you make now for social media must be optimized for mobile. This is because most potential customers access the internet mostly through phones and tablets. This has now led many into believing that to have successful video content, it must be in a vertical form to appear perfectly on smartphone screens.
Facebook recently dispelled this myth when it announced that businesses should make their videos in square frames as opposed to vertical frames in order to get perfect performance on all types of screens. Additionally, videos made in square frames have a greater likelihood of being completely watched than those made in vertical frames.
3. Video Content should be within 3 minutes.
Many reports claim that an average video consumer watches a video for just two minutes and 53 seconds before switching their attention elsewhere. This has led several marketers to assume that two minutes 53 seconds should be the standard for video content.
This assumption is incorrect as it is not realistic that 'every' viewer would have the same attention limit. There are several videos on the internet above the three-minute range which have been a huge success.
If you want to create video content for your business, you should not make videos taking the above myth into consideration. Instead focus on making your videos informative, high quality, and engaging. That will attract the kind of audience you want[LS2] .
4. Video Marketing is only useful for lead generation and as such doesn't have much use.
There is nothing farther than the truth than this. But this myth is told by many marketers—and is one you may have heard many times.
Video Marketing can serve as a testimonial. It can be used for audience engagement and increase conversions. You may even use videos to address frequently asked questions about your products, thereby erasing doubts in the minds of the buyers or prospects which in turn creates credibility for your brand. Video Marketing can even be used to emotionally connect your existing customers with your brand.
There is no limit to what you can achieve with video marketing. Attributing its use to only lead generation is shortchanging yourself and not taking full advantage of its benefits.
5. Video Marketing must go viral to be effective.
It is always good if a video goes viral. It means more people get to see it. But if your video doesn't go viral, it doesn’t mean it hasn’t done well. The most important thing is the quality of views.
Tailor your video towards objectives that are integral to the tangible growth of your business rather than focusing on going viral. If it meets those objectives, then it's a success.
For instance, every business has its targeted audience. If your video gets to meet your targeted audience, why worry about the need to go viral? It's already met its need!
Your number one focus should be to always ensure your videos get in the face of the right audience. And if you use paid video ads, you have a higher chance of getting targeted marketing.
6. Video Marketing is too rigorous.
Many marketers shy away from video marketing because they think the process is cumbersome.
Video marketing can indeed be hectic. There are several things to consider when making a video. Depending on the type of project, you may also need to take into consideration things such as editing, logistics, distribution, etcetera.
However, you can take solace in the fact that you don't have to make a perfect video. Usually, a video that tells stories is what actually connects with the audience and this always works for marketing.
Also as mentioned earlier, there are now many tools available online to make the process of video creation easier. You may also consult the services of a video production company if your business has the budget for it.
7. Videos must be on websites to improve search rankings.
This only held water several years ago when YouTube was just gaining ground.
Nowadays, videos are everywhere and posting a video on your website when most of your competitors have the same kind of content would have no effect whatsoever on your search rankings.
If you want to achieve the best results with video marketing, make quality videos. Plan for a long-term video marketing strategy and create a YouTube channel that engages with your audience. This brings us to our next myth.
8. YouTube is no longer effective.
Most social media companies are upping their game by creating new updates with video content such as Instagram stories, Facebook reels, TikTok, etcetera. Now many people now believe that YouTube holds no relevance in the grand scheme of things anymore.
This is not true as YouTube is still the number one video streaming service provider. With over 150 million visitors each month, it trumps all the other social media apps that offer video streaming services.
This means when creating and sharing video content, ensure to have YouTube at the back of your mind and try to share your video content to as many platforms as possible, thus increasing its reach.
Whether you're just contemplating making video marketing a part of your marketing campaign or your business has already commenced video marketing, the key is not to overthink it.
Assume the position of the consumer and try to imagine what you would want. Then go ahead and make the stuff you would want. You will earn your audience's trust in no time, as the video will resonate with them.