3 big myths about online video – to smash in 2019
From talking with some of our clients, there seems to be a common resistance or reluctance to get involved in online video marketing. After delving a little deeper, we’re starting to understand why this is.
Not long ago, perhaps only a little more than 5 years, the concerns that stop most marketers from getting involved in video were still (kind of) valid:
- To create nice videos you needed a nice camera. Smartphones weren’t really there as a budget option yet.
- Businesses that didn’t already have video content in their repertoire were often not keen to spend money on new hardware (to produce content that they didn’t really know how to produce!).
- Consumers expected a level of quality in video production that would’ve involved a lot of additional costs on top of the camera.
- Consumers were used to only seeing the advertising messaging of agencies and creatives – which cost more money.
In 2019, things are very different. But it seems that a lot of brands haven’t quite embraced what the changes mean yet. So we’ve identified the 3 biggest reasons that people are hesitant to get involved in social video. Below, we show why those reasons no longer hold up to scrutiny and why all marketers, regardless of the size of their company, should be making videos for social media! Let’s debunk some myths:
Myth 1: Producing online video is expensive
- Hardware: smartphones or many cameras under €800 can record 4k and HD videos. Of course, many brands will want to invest more in equipment and if you can, it’s great to use the best kit you can afford. But not having that budget is no longer something that should stop you. We live in an era when award-winning feature films are shot on iPhones! People love authenticity and they value it over glossy brands and their ad slogans that mean very little.
- Cost of crew: you and your team can be enough. And by team we mean your marketing department, your friends, whoever you have that has the right enthusiasm. You also have the option of hiring a camera professional by the hour, if you have a good plan, and it is not expensive.
- Cost of editing: there is now editing software available that costs around €30 and is very easy to use. These options include Wondershare Filmora, Nero Video, Adobe Premiere (more expensive but with a monthly fee), or even Apple iMovie which is totally free.
- Cost of distribution: with a good advertising strategy you can reach thousands of people with a budget of just a couple of hundred Euros!
So, in total, you can produce, edit and distribute videos from about €200, provided you have access to a smartphone or a camera. And, the more videos you make the more you’ll recoup of your initial investment.
Myth 2: Producing online video is difficult
What should my videos be about? How do I come up with creative ideas? How do I shoot and edit a video? How do I get my videos in front of my audience?
Just because you don’t know the answers to these questions right now doesn’t mean they are difficult questions to answer!
- With a little audience research and an honest appraisal of what you have to offer, you’ll find it easy to identify the best topics for your brand.
- With some enthusiastic colleagues in a room who are willing throw all their ideas out, brainstorms will bring you an abundance of creative ideas, often from people who seemed unlikely sources.
- With intuitive filming interfaces, drag and drop editing tools and an audience that doesn’t care about being dazzled by experienced filmmakers, you’ll be amazed by how easy it is to make a video.
- With just a little more knowledge than the average marketer has about the functionality of the popular social networks, you’ll get your videos seen by those who matter.
Myth 3: Using online video isn’t all that effective
Ok, here are the facts:
- When people are scrolling through their social media feeds they are more likely to stop and engage with a video than an image (if both are optimised – they have to be relevant!) – Facebook videos receive 135% more organic reach on average than a Facebook photo. (Socialbakers)
- If they like what they see, the user is more likely to share the post if it’s a video – Social video generates 1200% more shares than text and image content combined. (Wordstream)
- Both the the first viewer and their audience are more likely to remember you and your product or service if they’ve discovered them in a video – Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Wirebuzz)
- They are more likely to click through to your site or an e-commerce platform containing your products, if they’ve watched a video – 80% of all internet traffic comes from video. (Socialmediatoday)
- Giving them that video gives them a more accurate description of you and your products or services than images or words ever can – 90% of shoppers say video helps buying decisions. (Socialmediatoday)
- Finally, if they’ve watched a video, they’re more likely to buy! – Conversion increases by up to 80% when shoppers have seen a video. (Socialmediatoday)
Don’t be left behind. Don’t be a brand left in antiquity (there will be plenty). Start planning your video marketing today.
More on video marketing:
5 big trends for video in 2019
5 big stats that say why video is more important than ever in 2019