5 Myths About Video Marketing, Debunked
By now, you’ve probably heard video marketing is a powerful tool for generating leads and capturing new customers.
So why tend to be not you using it yet?
For most small to medium companies, the reluctance to adopt video clip comes from a fear of the particular unknown. Video marketing seems expensive, cumbersome, and difficult to track. And these would be valid factors … if any of them were still true in 2020.
Video technology has come a long way in the past few years. Coming from gone from “put this on YouTube and hope the particular millennials find it” in order to video enablement platforms which empower small businesses to create, reveal, and analyze videos with no agencies, actors, or expenditure.
In fact , 88%of video online marketers reported that video provides them a positive ROI — a 5%increase on last years figure, and a entire world away from the lowly 33% who felt that way in 2015.
If you haven’t noticed what video can do for your company, it’s time to end putting it off.
In this post, let’s review the top video clip marketing myths.
5 Video Marketing Myths, Debunked
one Video is too expensive.
Sure, HBO’s Westworld may have defeated The Game of Thrones’ report with a price tag of 10 dollars million per episode, but you don’t have to play their online game. In fact , stay as far away from it as possible.
Video doesn’t always have to be expensive. Today’s customers and consumers actually enjoy authenticity over production worth.
According to Fast Company, consumers prefer lower quality but “authentic” goods and services over those of an increased quality but which appear “inauthentic. ”
This craving regarding authenticity is why we’re viewing such an explosion in micro-influencer marketing and user-generated content. With both of these marketing strategies, brand names rely on their own buyers to generate content, usually with little more than an iPhone.
With your own video content, don’t stress more than having a low production spending budget if you have something valuable to express. For example , Vidyard produces Chalk Talks where they request experts within their company to chat about topics like outbound sales, analytics, and video strategy in front of a chalkboard. The videos have been contributed thousands of times, and the price? A few minutes of someone’s time and a lot of colored chalk.
second . Video is cumbersome.
What many small business owners typically suggest by this is “I can’t say for sure where to begin. ” When they consider video, they imagine the time-consuming process of coming up with scripts and storyboards, procuring stars and equipment, and employing someone in jockey jeans to operate the clapperboard and shout, “Action! ” However modern video marketing will be worlds apart from Hollywood plus requires a lot less hard work.
With regards to camera equipment, the age-old aphorism still holds true: the best digital camera is the one that’s together with you.
These days, most iPhone cameras competitor all but the top-of-the-line DSLRs and video equipment and so are a great substitute. You can easily catch videos of yourself, your workplace, events, and customers giving off-the-cuff testimonials when your sales and account teams pay out them a visit.
And when it comes to actors, don’t worry that you can’t afford Gal Gadot: you don’t need her. Your employees will do a far better job because they actually know your own products, your customers, and the details of your industry. After the preliminary awkwardness of seeing on their own on camera fades, you’ll have all the actors you need.
And finally, not everything needs to be scripted. Writers are great and planning has its place, some great content can be created with little or no forethought. Take business owner and internet personality Gary Vaynerchuk, for example. He built a media empire from selfie videos recorded on his mobile phone. The below movie of him giving recommendations to young entrepreneurs might be what the internet would contact “potato quality” but it nevertheless gets the powerful point across.
If you feel like you don’t know where to start, HubSpot’s Video Marketing course can serve as a great guide to helping on your way.
3. Our industry isn’t going to really use video.
Exactly what most brands hopefully suggest by this one is “our industry doesn’t use video clip yet . ” Video is market agnostic and the demand has been driven not by businesses, but the people who work within them. Remember, both B2B and B2C are really just B2H (business-to-human), and people love video. One need only look at the numbers for a reminder:
- 54% of people want to see more movie content from marketers.
- General, 83% of consumers worldwide prefer YouTube to watch video content material.
- Overall, 73% of consumers worldwide prefer seeing videos upon social media that are “entertaining. inch
- In 2019, video was the #1 form of media utilized in content strategy, overtaking blogs and infographics.
In fact , the industries with the greatest opportunities are those where movie has classically been underused. Just look at the recent proliferation of online video within places like real estate, where agencies are suddenly adopting everything from drone flyovers to virtual reality walk-throughs. To see similarly outsized gains ask yourself, “What would individuals who make up our customer base, business or otherwise, want to see? ”
4. Video clip is hard to track.
Videos can indeed be difficult to track, yet only if you’re using a bare bones video hosting platform like YouTube or your own website’s video feature. These platforms only show you overall video views which is like measuring your website’s achievement based solely from visits.
What if 95 percent of your video’s viewers dropped off in the first three secs? You’d never know. A true movie enablement platform, on the other hand, can provide you with insights into how people watch your videos, who they are, what they liked and didn’t such as, and what they did afterward.
You see, video has some special characteristics that make it highly trackable. Because it’s linear and people watch it from end-to-end, video enablement platforms, such as TwentyThree and Wistia, can tell you what parts viewers watched, where they missed, and where they revisited. From this, you can automatically infer an individual’s interest in particular items or value propositions that appeared in the video.
Plus, with CRM and marketing system integrations, you don’t have to spend all your time on these analytics. You can trigger actions based on how your viewers viewed the video. Did they just complete 25 percent of it? Better send them a different movie. Did another viewer rewatch the part where the product is shown over and over? Better ping your sales team because you might have a qualified lead on your fingers.
5. Video doesn’t have sufficient uses.
Of all the excuses, that one invariably makes our editor cough and spit away her coffee in surprise. Video is perhaps the most powerful and repurpose-able type of content that you have: It increases open up rates for email, increases click through rates designed for landing pages, encourages gives on social media, increases time on page for internet sites, and drives more network marketing leads than text alone. Plus, with a great video modifying platform, you can optimize one particular video for all channels.
An excellent video editing platform provides small to medium companies with the tools they need to simply cut up, edit, and optimize one video into numerous formats for many channels. This particular scales easily because customers can easily A/B test videos just as they would an email and can render dynamic content to personalize videos to viewers, for example inserting logos, names, or maybe swapping out different products. With the right tools, movie has more uses than you’ll know what to do with.
Video is a lot easier than you think.
Once you have the particular epiphany that unscripted plus low production value videos are both desirable and trackable, you’ll also realize that it’s useful for more than just marketing and sales.
You may use video in your customer support to show how to use your product, within your internal communications to update your remote teams, so that as a way for people within your firm to communicate on a day-to-day basis.
So , knowing that video clip isn’t nearly as expensive, difficult, or untraceable as you previously thought, are you ready to prevent putting it off?
Editor’s note: This post was originally published in August 2017 and has been up-to-date for comprehensiveness.