Video Marketing Myths and Misconceptions
Think you know everything there is to know about video marketing? You might be surprised to learn the truth regarding some of the tactics used by companies. In this post, we’re going to explore some of the top video marketing myths and misconceptions.
Myth: No One Watches Videos Online During Prime Time Hours
Some marketers assume that no one watches videos online during the hours of eight to 11 o’clock, Monday through Friday. Known as prime time, this is when television has the highest viewership ratings. According to Think With Google, YouTube reaches more young adults on mobile during prime-time hours than any cable TV network – and that’s only accounting for mobile viewing, not desktop viewing, and only accounting for YouTube, not other video platforms.
Myth: Users Only Watch a Few Seconds of Video
Another common myth is that users only watch a few seconds of a video before exiting. If you have a 90-second marketing video and a user only watches five or six seconds, conventional wisdom should tell you that it’s not going to help you achieve your marketing goals. The good news, however, is that most users watch either all or most of videos.
A report from HubSpot suggests that more than half of online users consume videos “thoroughly” as opposed to just watching a few seconds. Furthermore, the report found that the top 5% of videos retain 77% of viewers until the very last second. So, if your video offers real value, people will watch it.
Myth: Video is Too Expensive
While video marketing costs money, you have to think of it as an investment. When done correctly, it will generate a positive return by driving new customers to your business. And besides, there’s no rule stating that you must spend tens of thousands of dollars — or even hundreds of thousands of dollars — on videos. A professional video production company will work with your budget to help you achieve your goals. If you have a limited budget, talk with a production company to see what options are available.
Myth: Music/Sound is Essential for All Videos
Video and sound go hand in hand, right? Well, it depends on the specific video and way in which it is used. Statistics show, for instance, that 85% of all videos posted on Facebook are watched without sound. Some users actually prefer to watch videos without sound, in which case you need to tailor your video so it conveys the message through image frames alone.
With that said, there are still times when you should include music or sound in your video. If you’re producing a TV commercial, for example, sound is essential. Consider the type of video you are producing to determine whether or not music or sound is needed.
Myth: YouTube is the Only Place to Share Your Video
With more than one billion users and counting, YouTube offers an enormous source of untapped traffic for your video marketing efforts. However, this doesn’t necessarily mean that it’s the only platform on which to share you videos.
Social media networks like Facebook, Twitter and Instagram are all great places to publish your video. Assuming you have a strong following on these social networks, your videos will receive views almost immediately after they are published. And don’t forget to publish videos on your company’s own website.
Myth: Video is a Passive Form of Marketing
Again, this isn’t always true. While some videos are passive — the viewer watches them without taking action — others are more interactive. YouTube already supports interactive videos, yet this is a feature many marketers overlook.
“The Chase” is the perfect example of an interactive video. As shown below, it allows viewers to make choices that affect the outcome of the video. In one scene, you can choose between running up the stairs or running up the car ramps in an attempt to get away. If you make the wrong choice, you’ll have to start over. This type of interactive video blends the realms of traditional video with interactive gaming.
“The Chase” is just one example of how to create an interactive video. There are countless ways to create interactive videos, so feel free to experiment with your own ideas.
Myth: Video is Used for a Single Goal
This statement couldn’t be further from the truth. Most marketing videos today are being produced with the intention of achieving not one but multiple goals. In addition to selling a product or service, for instance, a corporate video may be used to increase brand recognition, attract leads, or simply educate consumers about the benefits of a product or service.
Of course, defining goals is a critical step in producing a corporate video. Without a clear understanding of goals, just about any video will only acheive lackluster results.