8 Myths About Video Marketing

But that’s no longer the case. Production costs have come down a lot, which means the process of producing videos simply isn’t as expensive as it used to be. Today, video marketing costs tend to exist on a sliding scale; while it’s more than possible to spend Hollywood-levels of money, there are also plenty of budget-friendly video production options that can give smaller brands attention-grabbing videos while still being budget-friendly. 

 

Myth #2: They’re Ineffective 

 

This myth is dangerous because it causes brands to dismiss the whole idea of producing videos. Why’s it dangerous? Well, because not only is it not true, but actually, the opposite is true. Videos aren’t only effective; they’re one of the most effective marketing mediums out there. Just think about how prominent videos are on social media and how much time people spend watching videos, and you’ll quickly discover that they’re something that not only do people pay attention to, but which they genuinely enjoy.  

 

Myth 3#: They’re Only For Marketing

 

Video marketing is highly effective, but don’t let that fool you into thinking that marketing is the only reason to invest in video. This is a highly versatile medium that can be utilized for a wide range of purposes. 

 

For example, some brands hire video production companies to shoot their events, helping to produce a goldmine of content that stretches the impact of the event. Others produce videos for employee training purposes, helping to boost engagement. Others use video for HR purposes, showcasing their company culture in order to attract the best candidates. The bottom line? Even if you don’t need video for marketing purposes, that doesn’t mean that it’s not for you; you’ll likely find that there’s some use case that can enhance your business operations.  

 

Myth #4: They’re DIY-Able

 

Videos can be highly effective for achieving a wide range of business goals, but there’s a catch: the videos need to be good. Many businesses attempt to DIY their video production, only to find that they have next-to-no impact. That setback alone can be enough for a business to dismiss video altogether.

 

The difference between a DIY video and a professional video can be strikingly obvious, and in fact, you could argue that no video is better than a shoddily produced DIY video. If you’ve ever seen a video that truly grabbed your attention for all the right reasons, then it’s all but guaranteed that it was produced by a professional video production company. They have the equipment, technical know-how, and creativity to produce videos that offer genuine value to your brand, and many of them work with budgets of all sizes, allowing businesses to get professional videos without breaking the bank.  

 

Myth #5: They’re Complicated Processes 

 

Producing a professional video that gets results would be a complicated process if you had to do everything yourself. 

 

But as we said above, there are professional video companies available that can do the work for you — and when we say that, we really mean it. As a client, you’ll have the freedom to generally have as much or as little input as you wish. Many businesses simply give the video agency a prompt and a little bit of guidance, and then let them get on with it. This makes the process a lot more straightforward than many people assume. 

 

Myth #6: Stock Footage is Good Enough

 

Some brands understand that video is important, know that they can’t do it themselves, and conclude that using stock footage — pre-recorded video — will allow them to quickly get professionally-shot footage. 

 

And that’s mostly correct — stock footage will give you professional footage. The problem? Viewers can tell when footage is stock, and as soon as they do, it can erode trust and authenticity. It’s possible to use stock footage in small doses, but the vast majority of a video’s content should be original footage. 

 

Myth #7: They Need To Go Viral

 

Some brands think that going viral with a video is essential for the project to be successful. That’s not true, for a few reasons. The first is that going viral can actually be damaging if it happens for the wrong reasons. The second is that the success of a video doesn’t depend on how many people see the video, but how many people take action once they’ve seen it. It would be much better to have your video seen by 500 highly-engaged viewers, rather than by 500,000 people that barely look at the content before they continue scrolling. 

 

Myth #8: One Video Is Enough

 

One video isn’t enough for a simple reason: different audiences require different content. A potential buyer needs a different video from an existing customer, and an employee needs a different video from a job seeker. Having a library full of videos allows you to send the right message at the right time, to the right person. In other words, video marketing is an ongoing strategy, not a one-time endeavor.