No matter what type of business you manage, you can promote it using high-quality videos. For an effective video marketing strategy, though, you shouldn’t fall for the following ten common video marketing myths.
Are you planning to use video marketing to promote your business? If so, you aren’t alone. Research by HubSpot shows 87 percent of businesses engaged in video marketing in 2019, compared to just 63 percent in 2017.
1) Short Videos Outperform Long Videos
Short videos are undoubtedly popular.
According to Vidyard, nearly three in four online videos are less than two minutes long.
While short videos typically perform well on social media networks, including Twitter and Facebook, they struggle to gain traction on YouTube.
Social media users prefer short videos because they are faster and easier to consume. YouTube users, on the other hand, are usually interested in longer videos that contain more sustenance.
You can still create short videos, but you should diversify your video marketing strategy by creating long videos as well.
2) You Must Recruit Professional Actors
You can create videos without recruiting professional actors.
If you operate a local business, for instance, you can ask some of your employees to help you film a video. Showcasing employees in a video humanizes your business and increases its credibility.
Alternatively, you can avoid the use of real people in your videos altogether. Not all videos need actors.
Animated videos, for example, feature digitally animated scenes rather than live-action, whereas computer-related tutorial videos often consist of recorded screen captures as displayed on a computer monitor.
Did you know that it’s possible to create animated videos in a few minutes? And, you don’t even need to have any design or animation skills.
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3) Search Engines Can’t Understand the Context of Videos
Since videos don’t contain crawlable text, you may assume that search engines can’t understand them. Whether it’s Google, Ask.com, DuckDuckGo or Bing, all search engines crawl text to understand the context of online content.
If you write an article about debt consolidation solutions and publish it on your business’s website, search engines will know it’s about debt consolidation.
You can help search engines understand the context of your videos, however, by creating closed captions. With closed captions, the audio will be transcribed into text, which search engines can crawl just like any other text.
Another idea is to create a video sitemap. When added to a video, it provides search engines with additional information like the video’s title, description, location and thumbnail image
4) Views Are the Definitive Metric to Measure Performance
The main goal of video marketing isn’t to generate the most number of views.
Rather, the goal is to drive positive results for your business. Far too many business owners fixate on total views, only to discover that their videos have little or no impact on their business’s revenue.
A video with a clickbait-styled title may generate thousands of views, but unless viewers take action afterward, it won’t increase your business’s revenue.
Don’t worry too much about your videos’ view count. Instead, track metrics that directly reflect their impact on your business’s revenue.
Total conversions are a highly useful metric for video marketing. The more conversions a video generates, the more revenue it will generate for your business. You can also track the number of leads a video generates to measure its performance.
5) Videos Are Expensive to Produce
Some businesses invest a lot of money into the production, as well as distribution, of their videos. During the 2002 Super Bowl, Pepsi aired TV commercial featuring Brittney Spears and Bob Dole. While just one minute and 30 seconds long, Pepsi spent over $8 million on it.
Thankfully, video marketing doesn’t require the deep pockets of a Fortune 500 company.
Even if you run a small business with few or no employees, you can create videos on a tight budget. Chances are you already own a video camera. Nearly all smartphones have a video camera as well as many computer monitors and laptops.
Along with free graphic editing software, you can use one of these readily available video cameras to create videos without spending a fortune.
6) Search Rankings Aren’t Impacted By Video Content
Adding videos to your business’s website won’t necessarily bump it to the top of the search results, but it may assist with search engine optimization (SEO) nonetheless.
According to WordStream, websites with video content have a 53 percent greater chance of ranking on the first page of the search results than websites without video content.
When you add a video to your business’s website, some visitors will watch it. In turn, the average visit duration of your business’s website will increase, thereby sending signals of popularity and relevancy to search engines.
7) It’s Better to Publish Videos to Your Website Than YouTube
When given the choice between publishing videos on your website or YouTube, you may assume the former is the better option.
After all, why should you publish a branded video on Google’s website rather than your business’s website?
Well, with 2 billion active users and counting, YouTube is by far the most popular online platform for watching videos.
If you only publish videos on your business’s website, you won’t be able to tap into YouTube’s astronomically large audience.
If you want to publish a video on your business’s website, upload it to YouTube first. Once uploaded, copy the video’s embed code and paste it into the desired area of your site’s HTML where you want it to appear.
8) Horizontal Videos Offer the Best Mobile Viewing Experience
Being that it’s owned and operated by Google, it shouldn’t come as a surprise to learn that YouTube is mobile-friendly.
Smartphone and tablet users can watch YouTube videos either by visiting YouTube directly in a mobile web browser or using the official app.
If you’re trying to reach mobile users, though, you should create vertical videos rather than horizontal videos.
With a 16:9 aspect ratio, horizontal videos don’t suffer from letterboxing when viewed on widescreen devices. As long as a mobile user is holding his or her device horizontally, the video will consume the entire screen.
The problem with horizontal videos is that most mobile users hold their devices vertically. According to the mobile advertising firm Mediabrix, over nine in 10 mobile users hold their device vertically.
If you create horizontal videos, mobile users will encounter black boxes, known as letterboxing, above and below your videos.
9) Text Is Useless
Think text is useless in videos? Think again. Without text, you’ll have to rely on narration and sounds to spread your business’s message to viewers. But not all viewers watch videos with their computer or device speakers turned on.
Adding text to your videos ensures that all viewers see your business’s messages.
When adding text to a video, use a simple and easy-to-read font. Decorative fonts with intricate lines render poorly on small devices.
A simple font like Arial or Helvetica offers a better viewing experience that’s easier to read.
10) You Must Promote Your Videos for Positive Results
Promoting your videos may increase their performance, but it’s not a prerequisite for a successful video marketing strategy. Regarding video marketing, the adage “If you build it, they will come” holds true. If you create high-quality videos, users will find them.
Viewers interact with high-quality videos by liking, sharing, and commenting on them. As viewer engagement with a video increases, so will its traffic.
YouTube, Facebook and Google use viewer engagement to determine where videos should appear, so high-quality videos naturally generate more exposure than their lower-quality counterparts. The bottom line is you don’t need to promote your videos to experience positive results.
If they are of high quality, they’ll perform well on their own.
As video continues to swallow up global internet traffic, you can expect more competition when engaging in video marketing. Business owners know that consumers of all demographics enjoy watching videos online, so they use video marketing to reach their audiences.
To stay ahead of the curve, don’t fall for these video marketing myths.
Lori Ballen is a real estate agent in Las Vegas. She’s a digital marketing specialist, speaker, and marketing coach and loves to share her “Ballen Method” to generate website traffic and leads online. Lori’s specialties are SEO content writing (ranking on the search engines), social media strategies, and affiliate marketing. Need a website? Contact Lori’s brothers Jeff and Paul Helvin at Ballen Brands.