Myths exist in all walks of life. Bigfoot lurking around the woods, goldfish having a 3 second memory span, any other form of content marketing performing better than video. It’s rife with them. Video production is unfortunately no different.
It’s safe to say that video production has its own set of myths that need to be addressed.
Long gone are the days where you’d need a fleet of vans full of equipment and different crew members just to shoot a 30 second commercial.
Nowadays, the same can often be achieved with just one or two crew members and a bit of kit. Take this lightly though, talent and equipment quality will still play a massive factor here.
More often than not, a myth is exactly what it says it is - a myth. Not necessarily untrue but almost definitely not proven.
When it comes to video production, these myths can make it difficult for consumers to discern what’s real and what isn’t, and what they can expect from the whole process.
It’s with that thought in mind that we’ve decided to break down the 10 most common myths about video production.
Let’s get this myth out of the way.
The way to look at video production is yes, it is more expensive than other forms of media but it’s potential return on investment (ROI) is much higher. Video is an investment into your business and you should only compare the cost of your video with the revenue it generates.
When done well, a video will bring in more capital than it costs to produce and will even generate income long after it’s been published.
Let’s not forget the benefits of user generated content which will cost you nothing except a few minutes of your time. This method has proven to be really effective in the past year and all you really need is a smartphone that records video. It’s a very cost effective way of utilising video marketing within your business.
It’s also worth mentioning that with the soaring popularity of video marketing, there’s also a massive increase in the number of video creators. What this means in terms of pricing is that you’ll likely receive a wide range of quotes when you start looking for companies/creators. We’d advise you to err on the side of caution at some of the lower quotes - you really do get what you pay for when it comes to video production.
So does this mean that the budget for video production is completely irrelevant? Unfortunately, we’d have to say no. As we’ve just said, you really do get what you pay for with video. If you pay over ten thousand for a video you’re likely going to get a much better final product than if you paid five hundred for one. This isn’t always the case of course as like any industry there will be a few cowboys who’ll go crazy on the quote form.
The truth with video is that it takes as long as it takes and should never be rushed.
I know saying “it takes as long as it takes” doesn’t really help anybody but you have to remember that every video project is unique and will take its own time to complete. It would be impossible and irresponsible for us to try and give a one size fits all timeframe.
Big television commercials for example will take weeks, if not months, to plan, shoot and edit together. A simple short explainer animation video on the other hand, may be able to be turned around within a few days.
It’s really subjective and heavily depends upon you and the company or creator you’ve commissioned. If you already know what video you want and have a plan in place, it will make the process a lot easier for the video production company or creator to bring to life. This will likely mean a shorter wait time for you. However, if you don’t really know what kind of video you want or your project requires a lot of planning and preparation (actors, locations, scripts etc.) it is obviously going to take longer.
Our advice would be to not stress the wait, that’s the easy part of the process. The end product is likely going to be well worth it.
This is a very common myth.
Just because you don’t know anything about creating videos or video marketing definitely doesn’t mean you should miss out on its many benefits.
That’s what video production companies are for.
We aren’t saying that you have to partner with a video production company but you can always reach out to creators for advice, they usually aren’t a bad bunch. Oftentimes, talking it through with a professional will help you get a better understanding of your project requirements and how you can proceed getting it created.
Don’t forget, there are plenty of avenues of video production that don’t involve outside help. For simpler projects, you could use one of the many basic video editing apps that will be able to cut together a simple video sequence. These won’t be anything flash but it will more than do the job.
For bigger or more complex video projects however, we would always advise using professionals. They will make the process a whole lot easier and the end product a whole lot better.
We’ve always found this myth rather discouraging.
Video is arguably the king of content marketing and any industry that isn’t currently using video marketing hopefully will be soon. The statistics of video marketing don’t lie, it's very much worth the investment.
If you find yourself in a position where video marketing isn’t really being used in your industry or by your competitors, you could actually have a great opportunity on your hands. Some of the greatest growth from video has been in industries where video has been underused. Think about the real estate industry for example, not so long back video marketing was almost non-existent but now it’s odd if they don’t at least have some drone footage of a property.
Even if you don’t think a video would work for your product/service, we’d urge you to get creative and see where it leads you!
This is quite a common myth but don’t worry it's not completely true.
Of course in some instances keeping your video short is a good idea. This is mainly when it’s some kind of introductory content at the top of your sales funnel. Keeping it short and to the point here makes sense. It is said that 91% of audiences decide whether to stick with a video or not after the first ten seconds, so you really don’t have much time to play with.
Nevertheless, this by no means suggests that long videos are bad.
Longer videos allow you to go in depth about a product, service or topic and they can actually increase engagement time if you can keep your consumers interested. This does present its own difficulties of course, you’ll need stimulating visuals and a catchy script at the least.
Still, that’s no reason to be discouraged, the internet is full of successful longer form videos. Just go on YouTube and look at any successful channel, they all have videos long over the classic two minute length that have reaped in the views.
Let’s be honest, sometimes two minutes just isn’t long enough.
This is an understandable myth that creates somewhat of a loop of disappointment.
Video is an amazing tool, it can increase conversions, boost click through rates and even grow follower numbers into crazy figures.
What it won’t do is solve all of your business problems for you.
Video performs best when it is utilised correctly and oftentimes this is when it’s part of a thoroughly thought out marketing strategy with specific goals and targets. Just hopelessly posting a video across all your social media channels won’t really do you any favours and it certainly won’t perform to the best of its ability.
A lot of thought goes into video and the idea that you can just whip one up and get yourself out of whatever problems you’re experiencing is just false hope.
This is what we mean when we said it creates a loop of disappointment - your business is experiencing problems, you commission a video and post it out across all your platforms as quickly as you can with no real goals or strategy, you see next to no engagement or change in your situation, you blame video and dismiss it as a medium but still have the same problems from the beginning minus the video cost.
This may sound extreme but we’ve seen this happen so many times and we have no doubts we’ll see it happen so many more.
Video is a wonderful tool but it is in no way a get out of jail free card.
This is such a common thought that it may not even be a myth anymore. Don’t worry, it is.
In the digital age we’ve become obsessed with numbers. The number of likes we get on a photo, the number of views we get on a video. If they’re low, it knocks us back and we assume that we’re unpopular and that we’ve somehow failed this imaginary test that doesn’t actually exist.
Truth be told, it can become extremely toxic.
Unfortunately, this can often be the case in the video production world too.
Everybody wants to go viral and businesses around the globe happily put big chunks of budget into their content marketing in hopes of achieving that oh so sweet viral success.
There’s a few problems with this.
The first is that it’s practically impossible to predict what will go viral, never mind actually creating a video for it. If you think back to some of the viral videos you’ve seen, what do you think made them go viral? If you’re like us, you have absolutely no idea. There is next to no trend within virality and to actually pump money into trying to go viral is extremely risky.
The second is that it’s all vanity metrics. Yes, a video going viral will get you seen by millions, if not billions of people but how many of those are actually clicking through to buy? Or even visiting your website? In most cases with virality, you’re forgotten about just as quickly as you blew up, which isn’t good for anyone.
If anything, going viral can actually be a bad thing. It leaves an imprint on your business/brand forever and you’ll always be known as “the ones who…”
Your best bet? Plan to build a stable and solid audience and grow it over many years through repeated, creative and targeted content.
It’s a myth that all production companies are the same. They definitely aren’t.
Every company and creator will have their own style and own skillset which will usually be instantly evident from their portfolio. This is why it’s so important to research your production company or creator beforehand so you can get a feel for their style and decide whether you think they could produce the kind of video that you want.
By no means are all production companies the same and we’d urge you to steer away from this myth at all costs.
This still applies to the lower budget projects as well. Don’t just pick any company or person that agrees to the price that you can afford, first check that they are actually capable of producing the kind of video that you want. There is absolutely nothing worse than selecting a bad creator for a low budget, receiving a poor video that performs badly and then blaming video marketing for not working. We’ve seen this scenario a good few times and the story is always the same.
This is another myth we encounter quite often.
You spend a lot of money, invest a lot of time and give your project everything and you come out with one video. Now what?
Consumers seem to get discouraged here and there is really no need to be. If you’ve done all your planning and have a good strategy in place, one video might be all you need. Even still, there’s no harm in milking it for all it’s worth and getting the most out of your content.
You’ll be happy to hear that with a few tweaks you can use your one video multiple times.
One of the best and quickest ways you can do this is to alter your video for your different social media platforms. For example, you may have a two minute promotional video created for LinkedIn which is everything you wanted. What you could do now is edit that down into a bitesize ten second teaser that you could post across your various social media channels. Then if you wanted to go even further you could use the same ten second style, add a strong call to action and use them to launch an email marketing campaign.
These are just examples obviously but you can clearly see how you can dice up your content to get multiple uses out of it. Get creative here, there’s nothing holding you back!
This is completely untrue.
We don’t have to go into the statistics to tell you that social media dominates the digital space. That’s pretty much general knowledge.
Video has become a staple of nearly all the mainstream social media platforms and its growth in the marketing world is only growing as time goes on.
It is estimated that by 2022, online videos will make up more than 82% of all consumer traffic. Let that sink in for a second. That’s all consumer traffic, not all YouTube and television consumer traffic.
As we said earlier on in the article, video is becoming much more accessible to large and small businesses alike. No longer do you have to have television commercial budgets to create and promote a video. Companies of any size can do it - and they do.
YouTube is admittedly the hub of everything video so of course they perform well on there but that by no stretch of the imagination means that video is only good for YouTube.
As good as YouTube is, Vimeo actually has a higher click-through rate with a 8.13% average.
On your own website alone, including a video on your landing page can boost conversions by 80%.
Did you also know that almost 90% of marketers now use video within their email marketing campaigns?
What these statistics show is that video is effective across many platforms, not just YouTube and television.
Video is being used across the board and is achieving results, don’t let a misconception stop you from reaping the benefits too!
There are a lot of myths in video production.
There’s even more of them that we haven’t covered within this article because if we did, it would read like an olden day script that never stopped unrolling.
Our best advice when it comes to myths within the video industry is to just do some research. We can’t stress this enough as a lot of these myths can quickly be debunked when you actually look into them.
Ultimately, video is an extremely powerful tool that is becoming more and more accessible to the masses. The problem with this is that having a video isn’t a standout anymore, it's the norm.
If you really want to stand out in your industry these days, you’re going to need to get creative.
Fortunately for you though, that’s the fun part!
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