That said, many marketers still ignore the power of the strategy because they have been misguided by wrong information and myths.

So, here are some popular video marketing myths debunked with facts and statistics.

Myth #1. It's Too Expensive and Needs a Lot of Work

For most small-scale business industries, the budget has always been the reason why they haven't invested in video marketing strategy yet.

They believe that this strategy can cost them a fortune. Well, in fact, professional video marketing might be not that cheaper in some cases, but it's definitely not dearer too.

Thanks to technology. Now you can create your own marketing videos simply with your smartphone cameras and simple video editing tools.

No high-end, fancy equipment like DSLR cameras, lighting kit, or professional editing team is required.

Take a look at videos on social media-- most of them are scrappy videos, uploaded on Stories, Reels, YouTube Shorts, etc. The most important thing here is the content and message you deliver to your audiences.

And of course, if you want to create a more versatile professional-looking video that you can use across different platforms, you might need to consider a professional video company.

The good news is there is always professional production that matches your budget.

Myth #2. It's Difficult to Measure the Impact of Video Marketing

One of the reasons why some businesses are still hesitant to invest in video marketing is because they think it's difficult to measure the impact.

They believe that this type of marketing is a hit and miss, and there's no guarantee that it will work for them.

Again, this is not true. You can track how your videos are performing on different platforms.

For example, you can use Google Analytics to track the performance of your videos on YouTube.

You can also take a look at Facebook Insights or Instagram Insights to see how many people are engaging with your video content there.

And not only that, but video marketing metrics is flexible enough that it allows you to test and experiment with different strategies.

Myth #3. Videos are Just for Entertainment Purposes

This is perhaps the most common misconception about video marketing.

People think that videos are only good for entertainment purposes and can't be used for business-related content.

In fact, videos can be extremely useful as a tool for delivering your marketing message to your audiences. According to the stats, more than 54% of consumers want to see more video content from a brand or business they support.

You can use videos for various purposes, from explaining how your product or service works, introducing your company and brand culture, sharing tips and tutorials about a certain topic related to your industry, or even delivering updates about important topics in real-time.

Myth #4. Video Has to Be Viral to Successful

Many people think that video marketing has to go viral in order for video marketing to be successful. This is not true at all. You don't need a million views or shares for your videos to be effective.

In fact, if you produce quality content that is relevant to your target audience, even just a few hundred views can be enough. The important thing is to make sure your video content can drive conversion and increase sales.

In marketing, what's the point for a video to get seen and shared but no one actually takes action?

Myth #5. Video Marketing Only Works on YouTube

YouTube is definitely the biggest video platform in the world. But it doesn't mean that you have to limit your video marketing strategy only to this platform.

In fact, there are many other popular platforms where you can share and distribute your videos, including Facebook, Instagram, Twitter, TikTok, and more.

Here are some popular video platforms among video marketers:

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YouTube might be the best platform for long-form content, but there are many great platforms out there where you can distribute your videos. YouTube marketing enables businesses to reach new audiences effectively and nurture them with valuable content.

For instance, Facebook is great for videos that are more than one minute in length. Instagram is the perfect platform for short, snackable videos and TikTok works best for vertical videos that contain music.

Myth #7. One Marketing Video Is Should Be Enough

Many businesses think that creating a single video is enough to see big results. This is not true at all.

In fact, you need to create multiple videos in order to see significant changes in your business performance and sales numbers.

You can use different types of videos for different purposes, from delivering educational content about your products or services, sharing customer testimonials, promoting your brand or products on social media, or even creating marketing videos that go viral.

There is no such thing as a one-size-fits-all video in video marketing strategies. Each video has its own purposes and ways of delivering messages.

So, the more videos you create, the better results you'll see in terms of video marketing success.

Myth #8. Video Marketing is a Marketing Fad

People have been saying that video marketing is just a fad and won't be around for long. But the truth is, there's no sign of it going away anytime soon.

In fact, it will only become more popular in the future as people are spending more time watching videos online than ever before.

The sheer volume of video content online is growing exponentially as consumption keeps increasing. Take a look at the average time spent per day with digital video by U.S adults. In five years, it grew from 19% to 23% of total time spent with digital media.

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According to Cisco, 82% of all internet traffic will be video by 2022– up from 73% in 2017. Not to mention that 86% of businesses now use video as a marketing tool– up from 63% in 2019.

This means that if you're not using videos as part of your marketing mix, you're missing out on a huge opportunity to reach and engage with more customers.

Conclusion

Now that you know the truth behind these popular video marketing myths, it's time to start using videos as an essential part of your marketing strategy.

Rather than focusing too much on these myths, the important thing is to understand how effective video marketing can be for your business.

There are many benefits of using videos in terms of driving more traffic and engagement. But what's most important is that it helps you reach more people with a visual message that can help them better understand your product or service.

It also allows you to connect with customers on a more personal level, building trust and credibility.

Author

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

Twitter: @breadnbeyond

Email: andre@breadnbeyond.com

LinkedIn: Andre Oentoro