The rise of video in marketing seems unstoppable. Worldwide, video streaming grew by 10% in the first quarter of 2022 alone.1 People are watching and sharing videos on almost every social media platform. Cisco reports that 82% of global internet traffic will come from either video streaming or downloads this year.2 While you’ve been told that video is powerful, effective and necessary for taking your marketing to the next level, several myths might be keeping you from getting on board. Let’s separate fact from fiction.
Myth #1: Video is costly to produce
Even if video is the way to go, one of the biggest misconceptions is that video production is expensive. But, in recent years, new technology has made the cost of producing simple videos more affordable than ever before. A simple yet impactful video suitable for sharing online doesn’t have to break the bank. However, costs will go up or down depending on the format and the potential need for direction, scripting, voice or acting talent and music.
Myth #2: Video only appeals to younger audiences
Gen Xers and their predecessors may not be digital natives, but that doesn’t make them old-school in their media consumption habits. From 2019 to 2021, the share of Americans ages 50 to 64 who said they ever used YouTube increased from 70% to 83%. Among those 65 and older, YouTube use increased from 38% to 49%.4 Bottom line: people of all ages are significantly more likely to watch a video than read a block of text.
Myth #3: Video ROI is hard to measure
Measuring the return on investment for video marketing goes beyond simply counting views and conversions. You need to factor in audience behaviour, such as social sharing, that can help increase brand awareness. For the best read on what’s working, consider not just quantitative but qualitative factors, including surveys and polls, anecdotal feedback and viewer comments.
Myth #4: Video content creation is daunting
Don’t know where to start? Skilled video writers can work seamlessly with creative directors and production teams to storyboard your concept and develop a video script that will bring it to life. Developing a partnership with a content agency like Ext. can be a faster, smarter and more cost-effective way to manage your video production.
Myth #5: Video doesn’t work for my industry
Once immensely popular in niche creative industries, video is now at the forefront of marketing campaigns across all industries, including financial services and B2B and B2C channels. When striving to cut through a “sea of sameness,” video can be invaluable in telling your brand story and connecting with your target market.
Videos that are on-brand and on budget are within reach. Get the cameras rolling by calling us today for a quote at 1.844.243.1830 or email@example.com.