Aly Yale | January 15, 2019

Too many marketers think video is a “nice to have,” and not a “need to have.”

While that may have been true a few years ago, those days have come and gone. Video is now one of the most important tools in a 2019 marketer’s arsenal, arming brands with more visibility, more awareness, and more brand loyalty to boot. Add in the fact that 82% of internet traffic will come from video by 2021, and getting your brand on the video bandwagon is more important now than ever.

Video is no longer optional; it’s a necessity. Are you thinking about getting onboard? Here are five common misconceptions about video marketing to help you realize the truth.

1. Video is something only big corporations and major brands use.

Wrong! Video isn’t just for the big-budget corporations in LA and New York. Small businesses, mom-and-pop shops, and even solo entrepreneurs are using it to raise awareness and building loyal followings all over the world.

Just take Nana Joes Granola for example. A small San Francisco granola business, Nana Joes has thousands of followers across its Facebook and Instagram accounts — both of which video is a big part of. The brand is always posting behind-the-scenes looks at the baking process, creative stop motion videos that stand out (like this one) and real-life customer testimonials.

2. You need professional-grade equipment (and professional videographers) to make it happen.

The popularity of Facebook Live proves this one 100-percent wrong. In 2017 alone, more than 2 billion people watched Facebook Live videos, and what’s even better? Stats show that users stay 3 times longer on those videos, too — meaning more time to connect with that potential customer, build loyalty, and convert them into a sale or potential brand ambassador.

It just goes to show that in today’s digital world, all you need is a smartphone and some interesting content, and you can have a viral marketing video in minutes. Remember: authenticity is one of the most-valued attributes in a brand — particularly with Millennials. What adds authenticity more than a real-time, fly-by-the-seat-of-your-pants live video?


3. It’s only for brands targeting younger audiences.

While it’s certainly true that Gen Zers and Millennials love video content (80% use it during the consideration phase), but videos can resonate with older audiences, too. A whopping 55% of people worldwide watch video every day, and those certainly aren’t all young people.

Generation Xers alone watch more than 1.5 billion YouTube videos a day and more than a tenth of the video platform’s users are senior citizens. YouTube also has more viewers between 18 and 49 than any cable network in the country, so the audience is broader and more diverse than you might think.

4. Videos are standalone marketing tools.

Videos are definitely great marketing tools in and of themselves, but they don’t have to be. In fact, you’ll likely get more traction from your videos if you combine them with other strategies.

Use them to augment existing blog content, add them to your landing pages to increase conversions and make them a part of your social media strategy to up shareability. The more legs you give those videos, the more they can work for you and your business.

5. It’s not right for B2B companies.

Video marketing can be just as successful for B2B brands as B2C ones. In fact, according to Demand Metric, 82 percent of B2B marketers have seen success thanks in part to video. That’s likely because 75% of Fortune 500 higher-ups used video when making purchase decisions.

The key is simply knowing your audience, understanding their goals and challenges, and customizing your video strategy to jive with that. Check out our recent blog post for more on B2B and B2C video marketing.

Clearly, there are many misconceptions surrounding video marketing, who it’s right for, and how to use it. Want help honing in on a video marketing strategy that works for your brand and customers? Contact us today.

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