Common Video Marketing Myths
When something becomes popular, whatever it may be, there are always myths and misconceptions that become attached to it – things that people use as an excuse not to become involved. Video marketing is no different. An incredible tool for business promotion, video too has received from some the same stigma as social media originally did, or even the internet itself for that matter.
The use of video as a means of promotion has made significant strides even over the past four months, with 100 million internet users now estimated to watch an online video each and every day and 90% of online shoppers admitting that a video affects their buying decisions. The reach is vast, the potential for substantial sales conversion very real.
So let’s look at some of these ‘myths’ and see whether a little explanation can help put your mind at rest when it comes to the true importance of video marketing:
- Video is expensive – an investment, yes, expensive... not if you think about it. If you’re business is looking to grow then investing in marketing is an absolute must. At PureMotion, our bespoke video packages range from anywhere between £1,500 to £50,000, depending on a number of independent factors. This is competitive within the market and fantastic value when you consider the potential rewards. Successful video marketing brings you far more value in new business than your initial outlay - and that's been our goal from day one.
- Success is only based on views – this couldn’t be further from the truth. In much the same way that mocial media ‘likes’ and ‘followers’ should be based on quality ahead of quantity, video must be assessed in more valuable ways. Click-throughs, subscription rates and eventual ROI are all far more important statistics. One view from a big potential customer can be worth immensely more than thousands of views from people outside your target market.
- YouTube is the only distribution tool – an incredibly valuable one yes, with 4 billion video views every day from over 1 billion users, but by no means your only tool. For those who upload a video and simply sit back and wait, we direct you to The Power of Video Distribution, a blog post we wrote on this exact idea. Use of social media and retail partners are all mentioned, with proof that there is more to video than YouTube.
- Video is static marketing – just not so. As its status continues to explode, the use of interactive video to set your brand apart is beginning to gain momentum. Award winners in 2014 included Pharrell Williams’ 24 Hours of Happy, Eleks Google Glass Experiment and perhaps most famously Bob Dylan’s Like a Rolling Stone interactive music video. The possibilities are truly endless, and we name a couple in our blog post PureMotion Predict: Part Two – 2015 Video Trends.
These are of course just a handful of the myths that have arisen thanks to the popularity of video marketing. There are many more just as absurd as those above, so if you have any other questions about the process then please don’t hesitate to get in touch. We would love to dispel any misconceptions you have and get you well on the way to targeting the customers you need in a way that appeals to them.