Every business owner, no matter the size of the business or the nature of the industry, needs to start thinking about implementing video production into their marketing plan.
Larger and larger parts of every audience group are starting to prefer videos to receive their content, and they love to share them.
However, like any other marketing tool or tactic, you need to have some idea of what it’s all about before jumping right into using it.
And with video production, you’d be surprised to learn some of the more common myths about the process, why some companies stay away from it, and what you can do to avoid these frequent pitfalls.
1. The video absolutely must be short.
Many people, when they set out to make their first or latest video installment, think that they must keep it short. It’s understandable. Online video audiences tend to like things quick and concise, and you don’t want to lose their attention.
However, that doesn’t mean you should bog yourself down with time limits. If it’s quality material, audiences will stick around and, often, they’ll forget about the length altogether.
That’s not an easy thing to accomplish. You need to keep things interesting, informative, entertaining, and/or enlightening. A video can become boring in under 15 seconds, so it’s really not about the length, but the level of engagement you create.
And if you’re really getting into corporate or commercial video production and have designed a long-term video marketing campaign, then you’ll want to mix in some long-form video content.
Remember, your target audience is composed of a lot of different kinds of people. Any type of marketing plan needs to take into account the styles and preferences of all members of the audience.
2. You need to spend a ton of money, and let the audience know it.
This is one of the common misconceptions we hear the most in video marketing. Small to medium sized business owners typically avoid using video because they think it needs to look like a Hollywood production, which will cost too much.
Look, production quality matters, of course, but that doesn’t mean you should stay away from video marketing completely because your company can’t afford the same level of video production services that Pepsi can.
The biggest thing is, your video needs to look professional. Obviously, shabby sound design, amateur cinematography, and an incoherent story will never work, but you don’t need to break the bank to clear these hurdles.
You just need to put the money you do have in the right places. Invest in the parts of the video production that matter most to your company and brand. Nowadays, you can produce a video on your smartphone that can look pretty darn good.
Also, remember that simply spending a lot of money doesn’t guarantee an effective video. It can look and sound great, top-notch even, but if it doesn’t deliver an emotional impact, none of that matters.
In addition to production costs, many business owners think that, even if they could afford the actual making of the video, they’d have nothing left with which to promote it.
However, if you use other arms of your marketing strategy and web presence, such as email and social media, you can get your video out there working for you faster than ever before, for nothing!
3. Content is secondary.
That leads us to the next big myth about video marketing. Many businesses that come to the realization that they can get into video production without going broke and still achieve a professional level of quality, think it’s all in the looks.
Like mentioned above, you don’t need a ton of money to make an effective video, but you need to spend it in the right places. Again, what’s the point of dressing something up in the finest garbs if it has no substance?
The quality of the content should be your primary focus, not an afterthought. The story you tell or message you send must be clever, immersive, informative, and entertaining. The best camera in the world can’t deliver you those things.
So, putting your time, money, and focus into elements of the production like attaining some powerful imagery and developing a worthy and clever concept, among other things, will get you closer to creating an effective video than simply an eye-popping aesthetic quality.
4. It’s all about the numbers.
While one of the big advantages with using video production as part of your marketing strategy is its measurability, some people get carried away with the numbers.
The main culprit: the view count. It seems natural to think that the success and effectiveness of your video should be determined by how many times people view it, but that’s not the case.
A video doesn’t need to get a ton of views or go viral to be a success. It can drive other valuable actions. You’re better off looking at who’s watching the whole video, who’s going to your website after, and who’s checking out additional content and searching for more information about your brand.
It’s not just the view count that businesses commonly get hung up on. Many people think the leads or conversions the video generates are the only numbers that matter too.
However, if you design a video production with only these kinds of numbers in mind, you’re asking for trouble, and you’re missing out on a lot of opportunities as well.
A well-crafted video production can educate, remove confusion about a brand and what it offers, evoke real emotion, and help you earn some trust and loyalty.
The point is, video marketing shouldn’t be used to simply advertise and plug away shamelessly in the hopes of driving leads and conversions. You should try to form a genuine connection with your current or potential customers.
Simply throwing a video on your website won’t change everything.
The bottom line is, just because some businesses are just now realizing the importance of video marketing, that doesn’t mean many other companies haven’t already begun testing the waters.
So, you can’t expect drastic changes and immediate success just because you finally have a video on your website homepage. You need to do what’s best for your brand, give your target audience what they want, and give them something to remember.
That’s why it helps to know some of the more common mistakes people make and misconceptions they have. That way, you can avoid falling into these common pitfalls when you start using video production as part of your marketing plan.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video production, or a commercial video, KVibe offers the total package of multimedia services from development through distribution.