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5 Myths of Video Marketing

YouTube is the second largest search engine on the internet after Google. With approximately 2 billion active users, it is obvious that people love consuming video content.

Some of these people might even enjoy the sort of content your business could provide.

So why are some businesses reluctant to get in front of this audience?

In answering that question, we first need to look at five common myths about video marketing.


1.Video cost-prohibitive

Video marketing is much more accessible than it used to be. Many DSLR cameras, for example, have high definition video capability. Your humble smart phone is also more than capable of doing the job.

In any case, a decent setup including microphone, basic lighting and a filming device can be had for just a few hundred dollars.

It’s helpful to remember that video marketing is an investment in your business.

You wouldn’t think twice about buying new equipment or hiring staff if you thought it would benefit your business. Why should video be any different?

Regardless, buyers value authenticity over production value. An over-polished or highly staged video may even be detrimental to your marketing efforts.

Be authentic and solve problems. This is all your viewers want, at the end of the day.


2.Video is industry specific

Technology conglomerate Cisco Systems estimates that 81% of all internet traffic will be video by 2021, representing a nine fold increase since 2016.

Most, if not all, industries could benefit from video marketing. Customers are the ones driving demand for video content, and as such their demands are not industry specific.

In fact, any industry with a product or service that requires further explanation should be using video.

If you happen to be in an industry where video is under-utilised, this does not mean you shouldn’t use it.

On the contrary, these industries are ripe for expansion and represent the best opportunities for getting your message out there.


3.The primary purpose of video is lead generation

While video marketing is an effective lead-generation strategy, the benefits do not end there.

Video is how you put a face to your name, product or brand. It helps your customers connect with you on an emotional level and hopefully become your biggest fans.

This is where video shines the brightest. You simply can’t create the same connection with articles or blog posts.

Tips and tricks, behind the scenes content and product walkthroughs are all ways to market your product and build trust, authority and loyalty at the same time.

Video can also be a part of the product itself. With the huge popularity of online educational courses offered by sites such as Udemy and Teachable, there is clearly demand for video content that educates the user on a topic or product.


4.Success is measured by view count

The number of views of your favourite motivational video might give you an approximate idea of its popularity.

But it doesn’t tell the whole story. Some people may have quit watching after three seconds or had it playing in another room.

Similarly, the view count on your video content is largely irrelevant – especially if it is not directly converting to sales.

The best video platforms will help you track the metrics that really matter to your business.

That is, the behaviour of your leads.

What do your leads do after they watch your content?

Do they skip over certain parts or watch other parts repeatedly?

These insights help you refine your message and as a result, refine your target audience and increase your conversion rate.


5.Video is set and forget

The most effective marketing builds relationships between the seller and the buyer. But relationships take time and must be built on a foundation of trust.

Video marketing is no different. Sitting back after creating one video and expecting the money to roll in does not allow enough time for trust to develop.

Instead, use video to be a constant in the lives of your target audience. Consistently remind them of who you are and what you stand for.

Create a series of videos demonstrating that you understand the nature of the market and how you can add value to that market.

Importantly, be passionate! This helps you remain top-of-mind the next time a buyer needs what you are selling.


Many of the myths surrounding video marketing are unfounded and arguably, manufactured by businesses resistant to change.

If video is not currently a part of your marketing strategy, then it most definitely should be.

Video is a versatile and personable way to get your message across, creating a human element to your business and connecting emotionally to your potential customers.

Your videos don’t need Hollywood production value, but they do need to provide value first and foremost.

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