Writing by Brick Marketing in Online Video Marketing
If you aren’t using video to improve your brand visibility online and boost your SEO efforts, you should be. Every business has a website and is fighting for a prominent search engine presence, but there aren’t nearly as many businesses fighting for a YouTube presence. That means that creating and posting videos provides you with more opportunities to target specific keywords. Many businesses are hesitant to create videos. Hopefully by clearing up some video marketing myths, you will feel more confident and willing to move forward with a video marketing strategy.
Nobody Will Watch It
Marketing is about being where the people are, right? Well people spend up to 20 hours a month on average watching videos online on sites like YouTube and Hulu. There’s a reason why YouTube is the second largest search engine after Google. Some people prefer to learn visually and find it more entertaining to watch a video as opposed to reading a blog post or an article. As long as you have something interesting to say and provide value with your video, people will watch it.
It Has to Go Viral
It’s extremely hard to achieve a viral video. According to Pixability, 2/3 of all videos get fewer than 1,000 views and only 1.7% get more than 100,000 views. Just because your video doesn’t go viral, doesn’t mean that it isn’t having an effect. The focus of a video marketing strategy shouldn’t only be on the number of views that videos get. It really serves a much broader purpose.
It needs to be up to Hollywood Standards
If you are a multi-billion dollar company, that’s one thing. But if you own and operate a small business nobody expects you to have a video that looks like it cost a few thousand dollars to produce. A marketing video needs to be professional looking, have proper sound and image quality, and provide value. Most phones have cameras these days that will work just fine and there are numerous free or inexpensive editing programs available that can get the job done.
It needs to be short
There is a common misconception that a marketing video shouldn’t be longer than a few minutes or you risk losing a viewer’s attention. The truth is that there is nothing wrong with including some long form videos in your video collection. They shouldn’t all be long, but they don’t all need to be short either. Do whatever makes the most sense for the content. If you need more than two to five minutes to get your point across, that’s OK. Create videos that have a wide range of lengths from quick promotional videos to longer videos that are educational.
As was already mentioned, you don’t need to spend thousands on production. You also don’t need to spend thousands on promotion. Promote your videos through your established marketing channels like email newsletters and to your social media fans and followers. If you have the resources to do so, think about paying for a “Promoted Video” on YouTube. The costs aren’t nearly as high as paying for Google AdWords.