Why People Don’t Use Video Production (And Why You Shouldn’t Listen)

Shaun Boden
April 14, 2022

Why People Don’t Use Video Production (And Why You Shouldn’t Listen)


We spend a lot of time talking about how good video production is. If we didn’t, we probably wouldn’t have a job for very long. Yet, despite the many positive case studies and statistics, some people still aren’t convinced of its capabilities and opt for other marketing methods.


Video is an amazing tool for businesses and brands alike.


That is somewhat undeniable in our eyes and the eyes of many marketers across the globe.


Nevertheless, some people still aren’t convinced by it.


This could come from bad experiences using video (something we’ve spoken about before), a general misunderstanding of video production (again, something we’ve covered) or even just a disinterest in investing in something that’s uncertain (we’ve written about that too).


Wyzowl actually produced some statistics around non-video marketers and why they opted against video production. 


The answers are pretty much what you’d expect from video skeptics but you can hardly blame them.


When you’re uncertain about something or don’t have the experience, it can be hard to trust it wholeheartedly to the point of spending big bucks on it. 


With that being said, we’re going to go through each of these statistics one by one and break down some of the issues people face with video production.


Let’s get into it!

19% of non-video marketers say they don’t use video for marketing as they don’t feel it’s needed

This is quite an interesting one.


We’ve written an in-depth article on this topic before for anybody who’s feeling as if video has no benefits to them. 


Arguably, if your business or brand is performing well online and seeing good engagement, it would seem pointless to spend on something you clearly don’t need.


Well we’d argue that a better way to view this is that if you’re doing well online now, how much better could you be doing with the added addition of video marketing?


Now, the strategy will change depending upon the businesses position and industry, but it doesn’t change the fact that video is one of the best performing mediums available.


If you think of any popular social media platform, you’d be hard pressed to find a more dominant medium on the platform than video. TikTok, video. Instagram, video. YouTube, video. Facebook... you get the idea.


Again, we hate to force statistics down your throat but don’t forget that 87% of marketers say that video gives them a good return on their investment


Now think about it, what could that do for your business?

17% of non-video marketers don’t use video for marketing purposes because it’s too expensive

What’s surprising here is that we’d have expected this concern to be the top one among marketers. 


With literally anything in the world, all we really want to know is - how much does it cost and how much can it make? 


I think this is made that little bit more awkward with video as it’s intangible. You can’t touch a video or hold it in your hands and admire it. This can often make spending on video appear like you’re buying nothing. Rest assured, that is not the case.


Don’t get us wrong, video can cost a lot but it can generate a whole lot more when it’s done effectively.


For example, explainer company Demo Duck once produced a single animation video for Crazy Egg. A very good animation, quality and skill wise. The most impressive part however, was that this one video helped Crazy Egg generate an additional $21,000 dollars a month in revenue. 


There’s no doubt from that animation video and Demo Duck’s general quality of work that the video was on the expensive side. Crazy Egg definitely spent a pretty penny on it, but just look what it did for them in return. It paid them back ten fold.


Could this situation have gone the other way? Of course it could have. That’s why research and strategy is so important. Crazy Egg chose Demo Duck for a reason. They could have easily found a cheaper company or got somebody off Fiverr. 


Also as another point here. If budget is really that much of a concern, that’s still no reason to dismiss video completely. You can make your own content right now using your smartphone. Sure, it’s not going to be the most polished product but there is still a market for it.

17% of non-video marketers don’t use video for marketing as they don’t know where to start

A very understandable concern. 


Video marketing can get pretty complicated, we won’t lie about that.


Knowing where to start can be frustrating and down right disheartening.


Again though, we’d urge you to fight that feeling and not let it derail you.


We’ve written a full article on the video production process aimed at people who don’t know where to begin. We would definitely recommend giving that a read if you’re feeling stuck.


To give you some very brief advice however, it all starts with a plan.


Formulate a plan for the video. Make it as basic as it needs to be.


The questions you need to ask yourself here are - what is the purpose of the video? Who is your target audience? What do you hope to achieve from the video? Get as specific as possible.


Once you have formulated your plan, you move forward with it.


You can either decide to try and shoot it yourself, or you can get a team or a freelancer involved.


If you’re a complete novice, we’d recommend the latter but that’s your choice.


As a side note we’d just like to say that most reputable video production companies actually offer free consultations so there’s absolutely no harm in approaching them with your idea and seeking advice.


Creators aren’t a bad bunch!

16% of non-video marketers don’t use video for marketing because they lack the time

It’s hard to give some advice here because this isn’t a one size fits all kind of issue.


Some of you will have business commitments, some family commitments, some personal commitments etc.


No matter what it is, it doesn’t mean you can’t use video at all.


Platforms like TikTok, Instagram Reels and even YouTube Shorts heavily encourage user-generated, quick turn around content.


This means that if you’re that strapped for time, use what you’ve got to get some content out.


Got something you want to talk about? Get your phone out and talk. Upload it and remain consistent. You will see engagement. You will see growth.


If you still want the top level production value, hire a full-service video production agency. 


They will take care of everything from start to finish, taking minimal amounts of your time up. It will cost more undoubtedly but it’ll be more than worth it when you see your final product.


You lose no time and still have plenty to gain. The definition of a win win situation.

7% of non-video marketers don’t use video for marketing as they say they’re unclear on the ROI of video

This again, is quite an understandable issue.


It’s easy to say that video is amazing, it’s harder to prove it when we see our social feeds are oversaturated with video content.


It leaves you questioning how effective video is when you can see so many badly performing ones at the click of a button.


Well, thankfully for us, video production is still effective as ever. If not more so as it’s growing year by year.


According to Biteable, 68% of marketers say video return on investment is better than the ROI on Google Ads. Hubspot found that 52% of marketers had video down as the best content for ROI. Also don’t forget our stat from earlier, that 87% of marketers say video gives them a good return on their investment. The stats are all in your favour. 


What a good video needs is a good strategy and vice versa. An amazing video will do nothing if it’s just posted whenever and left to its own merits on your social feeds. In the same breath, an amazing strategy will fall to pieces if the video is sub-par and not engaging enough. 


Ultimately, it comes down to execution and trial and error.


Like anything else, every single video you produce won’t be a hit. That’s just life. 


You have to experiment to see what works for you and your audience.


Once you find that, you’re all systems go.

5% of non-video marketers say they don’t use video because they’re unable to convince key decision-makers to use it

Again, this one is a difficult one to give an answer to because each decision maker will have their own reason for not using video.


According to the statistics, their reason will likely be one of the above ones. In which case, you can use what we’ve discussed to make your point.


However, if it is something else, you have to consider their reasons first.


Once you understand their point, you can then see how video would fit around their concerns. Or in some cases, not fit around their concerns.


All in all though, video should never be ignored as a marketing tool.


We genuinely believe that every company or brand should be utilising video in some way at least.


Even if you can’t convince key decision makers to invest in video, maybe you could convince them to let you create some content yourself. 


Our best advice at that point would be to get creative and try different things. Don’t be scared to fail here. 


You’ll never really know if something works until you try it.


Create, create, create. Then create some more.

Final thoughts

Video production is one of, if not the best, form of content marketing available to us today.


Like anything, there are always going to be concerns and issues but these should never hold us back from trying ourselves.


One of the most interesting statistics from Wyzowl’s non-video marketers section was that when they asked the same people if they plan on using video marketing the following year, 69% of them said that they expect to do so.


So even the non-video marketers who have concerns expect to use video next year. 


That alone is an amazing example of how effective video marketing is. 


We’ve said it many times throughout this article but don’t miss out on the potential benefits of video production. 


Produce some content. Produce any content. And then keep producing it.


Trial and error will be your annoying but bestest friend in the long run.


You can thank us later!