By now, you’ve got in all probability heard video advertising and marketing is a robust software for producing leads and capturing new prospects.
So why aren’t you utilizing it but?
For a lot of small to medium companies, the reluctance to undertake video comes from a concern of the unknown. Video advertising and marketing feels costly, cumbersome, and tough to trace. And these could be legitimate causes … if any of them had been nonetheless true in 2020.
Video know-how has come a great distance previously few years. We have gone from “put it on YouTube and hope the millennials discover it” to video enablement platforms which empower small companies to create, share, and analyze movies with out the businesses, actors, or expense.
If you have not seen what video can do on your firm, it is time to cease placing it off.
On this publish, let’s evaluate the highest video advertising and marketing myths.
5 Video Advertising and marketing Myths, Debunked
1. Video is just too costly.
Positive, HBO’s Westworld could have beaten The Game of Thrones’ record with a price ticket of $10 million per episode, however you do not have to play their sport. In truth, keep as far-off from it as doable.
Video does not need to be costly. Immediately’s consumers and customers really admire authenticity over manufacturing worth.
According to Fast Company, customers desire decrease high quality however “genuine” items and companies over these of a better high quality however which appear “inauthentic.”
This longing for authenticity is why we’re seeing such an explosion in micro-influencer advertising and marketing and user-generated content material. With each of those advertising and marketing methods, manufacturers depend on their very own consumers to create content material, often with little greater than an iPhone.
With your individual video content material, do not stress over having a low manufacturing price range when you’ve got one thing useful to say. For instance, Vidyard produces Chalk Talks the place they ask specialists inside their firm to speak about subjects like outbound gross sales, analytics, and video technique in entrance of a chalkboard. The movies have been shared hundreds of occasions, and the price? A couple of minutes of somebody’s time and a variety of coloured chalk.
2. Video is cumbersome.
What many small enterprise homeowners sometimes imply by that is “I do not know the place to start.” Once they consider video, they think about a time-consuming means of arising with scripts and storyboards, procuring actors and gear, and hiring somebody in jockey pants to function the clapperboard and shout, “Motion!” But fashionable video advertising and marketing is worlds aside from Hollywood and requires rather a lot much less effort.
With regards to digicam gear, the age-old aphorism nonetheless holds true: the most effective digicam is the one which’s with you.
Immediately, most iPhone cameras rival all however the top-of-the-line DSLRs and video gear and are a terrific substitute. You’ll be able to simply seize movies of your self, your workplace, occasions, and prospects giving off-the-cuff testimonials when your gross sales and account groups pay them a go to.
And relating to actors, don’t fret you can’t afford Gal Gadot: you do not want her. Your staff will do a much better job as a result of they really know your merchandise, your prospects, and the main points of your business. After the preliminary awkwardness of seeing themselves on digicam fades, you may have all of the actors you want.
And eventually, not all the pieces must be scripted. Writers are nice and preparation has its place, however a variety of nice content material may be created with little or no forethought. Take entrepreneur and web character Gary Vaynerchuk, for instance. He constructed a media empire from selfie movies recorded on his cell phone. The under video of him giving recommendation to younger entrepreneurs could be what the web would name “potato high quality” but it surely nonetheless will get the highly effective level throughout.
If you happen to really feel like you do not know the place to begin, HubSpot’s Video Marketing course can function a terrific information to serving to in your method.
3. Our business does not actually use video.
What most manufacturers hopefully imply by this one is “our business does not use video but.” Video is business agnostic and the demand is being pushed not by companies, however the individuals who work inside them. Bear in mind, each B2B and B2C are actually simply B2H (business-to-human), and people love video. One want solely take a look at the numbers for a reminder:
- , the place businesses are all of a sudden embracing all the pieces from drone flyovers to digital actuality walk-throughs. To see equally outsized positive factors ask your self,
“What would the individuals who make up our buyer base, enterprise or in any other case, wish to see?”
4. Video is difficult to trace.
Movies can certainly be tough to trace, however provided that you are utilizing a naked bones video internet hosting platform like YouTube or your web site’s video characteristic. These platforms solely present you complete video views which is like measuring your web site’s success based mostly solely from visits.
What if 95 % of your video’s viewers dropped off within the first three seconds? You’d by no means know. A real video enablement platform, alternatively, can provide you insights into how folks watch your movies, who they’re, what they preferred and did not like, and what they did afterward.
You see, video has some distinctive traits that make it extremely trackable. As a result of it is linear and folks watch it from end-to-end, video enablement platforms, like TwentyThree and Wistia, can inform you what components viewers watched, the place they skipped, and the place they revisited. From this, you may routinely infer a person’s curiosity specifically merchandise or worth propositions that appeared within the video.
And, with CRM and advertising and marketing system integrations, you do not have to spend all of your time on these analytics. You’ll be able to set off actions based mostly on how your viewers watched the video. Did they solely full 25 % of it? Higher ship them a unique video. Did one other viewer rewatch the half the place the product is proven time and again? Higher ping your gross sales staff since you might need a certified lead in your palms.
5. Video does not have sufficient makes use of.
Of all the justifications, this one invariably makes our editor cough and spit out her espresso in shock. Video is maybe essentially the most dynamic and repurpose-able sort of content material that you’ve: It increases open rates for email, boosts click through rates for landing pages, encourages shares on social media, will increase time on web page for web sites, and drives extra leads than textual content alone. And, with a terrific video modifying platform, you may optimize one video for all channels.
A great video modifying platform supplies small to medium companies with the instruments they should simply minimize up, edit, and optimize one video into many codecs for a lot of channels. This scales simply as a result of customers can simply A/B take a look at movies simply as they might an e mail and might render dynamic content material to personalize movies to viewers, similar to inserting logos, names, and even swapping out totally different merchandise. With the appropriate instruments, video has extra makes use of than you may know what to do with.
Video is simpler than you assume.
After getting the epiphany that unscripted and low manufacturing worth movies are each fascinating and trackable, you may additionally understand that it is helpful for extra than simply advertising and marketing and gross sales.
You should utilize video in your buyer help to display easy methods to use your product, in your inside communications to replace your distant groups, and as a method for folks inside your organization to speak on a day-to-day foundation.
So, realizing that video is not practically as costly, tough, or untraceable as you beforehand thought, are you able to cease placing it off?
Editor’s notice: This publish was initially printed in August 2017 and has been up to date for comprehensiveness.