A new report by Digiday indicates that marketing agencies are spending up to 83% more on their video advertising campaigns over last year. And 9 out of 10 indicate they are planning on increasing spend even more in 2014. Video is becoming a must-have as part of most internet marketing campaigns, and consumers increasingly prefer their content in video form. Yet many companies are still hesitant to jump on the video train. If video marketing fears are causing you to avoid this strategy, consider some statistics from Unruly Media:
- Your website has a 50% times better chance of appearing on the first page of results if you have a video.
- 80% of users remember a video they watched in the past month, 46% took action after viewing.
- Ads which were interactive and fun increased sales by 97% and brand association by 139%.
With the overwhelming evidence that video marketing works, what’s holding you back?
Common Fears About Adopting Video Marketing
Video Marketing Fear #1: It Costs an Arm and a Leg
As technology continues to improve and become more accessible to the masses, costs are coming down. A good video campaign will obviously cost you more than a blogging blitz, but in 2013, the average cost for a video campaign is far less than it was just ten years ago. Video marketing companies are able to accommodate businesses with budgets of all sizes. So while the video marketing club used to be rather exclusive, the playing field is now quite level.
And there is no direct correlation between the cost of a video campaign and the success of that campaign. A big price tag won’t guarantee results, and a tiny price tag doesn’t always man sub-par results. The key is to connect with an agency that will work with you to understand your goals and will present your material in a way that will resonate with your audience.
Video Marketing Fear #2: Our Videos Might Not Go Viral
For some reason, many people think that in order to be a success, a video must go viral. This couldn’t be farther from the truth. Viral videos are great for generating name recognition, but they don’t always translate into sales. You don’t need your video campaign to be seen by 10 million people, you just need the right type of people to see it and take action. It doesn’t have to be hilarious or clever; it just needs to be effective.
Video Marketing Fear #3: You Are Camera Shy
Many people shy away from video marketing because they are afraid to go in front of the camera. Nobody ever said you had to speak in order to make a video. If you’re showcasing your organization, put a variety of people in front of the camera. Perhaps you have a particularly dynamic accountant who would make a great spokesperson. Highlighting lots of different people is a great way to showcase the culture of your company.
But there are hundreds of ways to make videos, most of which do not involve employees speaking to the camera. If you’ve limited your thoughts about video to a talking head in front of a potted plant, you might want to spend some time browsing YouTube and Vimeo to see some of the exciting and creative things video marketers are doing right now.
Video Marketing Fear #4: We’ll Never Know If Video Is Effective
Thanks to a multitude of analytics and tracking software, you can see who is watching your videos, how they found your videos, on what type of device they consume your videos, and how far into the video they got before stopping. You aren’t just tossing content into the wind and hoping for the best. These tools can help you drill down precisely the types of videos that are working for you and the platforms that bring you the most viewers. And no video would be complete without a call to action. When you include specific instructions for your audience to take a next step, you’ll know how effective your campaign really is.
Video Marketing Fear #5: No One Cares What We Have to Say
Some companies think their message isn’t interesting enough to warrant a video marketing campaign. Well if that’s true, how does the sales staff stay booked? Every company has something compelling to say. There is at least one thing about you or your product that would make a great story. You have something your customers need, and that’s a great starting point for producing a video.
Don’t let fears hold you back from giving video a try. As more and more brands get on board, you could be left trying to play catch up.
What are some of your video marketing fears? Did you overcome them and give a campaign a try? What were your results? Sound off in the comments.