23 Often-Repeated Misconceptions About Video Marketing

23 Often-Repeated Misconceptions About Video Marketing _ MediaOne Marketing

Not every piece of advice or opinion out there deserves to be taken seriously. People like to pass down their thoughts and ideas, but just because something worked for someone at some point doesn’t mean that’s how things should be done. 

Video marketing is no exception. Much of what people say about video marketing is based on hearsay, outdated approaches, or simply personal experiences. It’s an industry shrouded in misconceptions that some businesses sadly still believe. 

91% of businesses are using video as a marketing tool — an all-time high since video marketing became a thing.  

And those who have yet to jump onto the bandwagon are only doing so because they’re still holding on to some myths, such as the belief that video marketing is too expensive or that it’s only for big companies.

But now, a little wake-up call: Video marketing is affordable and a key ingredient for any business looking to make a mark in the digital space. And gone are the days when only corporations had the resources to make their videos look professional — with all the tech tools available at our disposal, anyone – provided they have a smartphone — can produce content that looks just as good. 

So don’t let the myths get in your way of taking advantage of this powerful tool.

Here’s a quick run-down of some of the most common video marketing myths — and what makes them untrue.

#1. Video Marketing isn’t Worth the Effort

False. According to a survey by HubSpot, 54% of consumers want to see videos from the brands they support at least once a week.

Even better, 52% of marketers worldwide choose videos as the type of content with the best ROI. So don’t underestimate the power of video marketing. It has one of the best ROI compared to other marketing strategies. 

If you don’t want to overwhelm your audience with too much text, package some of it up in a video and watch as your ROI soars.

#2. Your Videos Must be Professionally Produced

Again, false. While there’s nothing wrong with hiring a professional video production team to handle your content — but the truth is, your videos don’t have to be Hollywood-level quality to get the job done.

As long as you have a good script, strong visuals, and compelling audio, that’s more than enough to pull this off.

And yes, you can do this with a shoestring budget and only a few tools. 

So don’t be intimidated by the idea of creating high-quality videos for your business; there are plenty of ways to make it happen on a budget. 

If you have a smartphone, you have everything you need to start. 

Add a lapel mic (about $20 to $30) for better audio quality and some lighting (you can get a basic light kit for around $50), and you’re good to go. 

So don’t be afraid to experiment; you never know what amazing videos you can create with just a few resources.

#3. Videos are Complicated to Make

Another reason many businesses shy away from video production is that they think it’s too complicated and time-consuming. 

While it’s true that creating video content can be a lengthy process, it’s not as complicated as they think

Everything appears complicated until you get the hang of it, and with video production, it doesn’t take long to get the hang of things. 

From scripting to shooting and editing, there are plenty of software and apps that can make the production process more straightforward. 

Tools like Adobe Premiere Pro, Final Cut Pro, WeVideo, and iMovie are all great options for creating videos. 

So don’t be discouraged by the apparent complexity of video production — with a bit of practice and the right tools, it’s actually quite easy. 

Furthermore, thanks to services like Fiverr and Upwork, you can easily outsource video projects if you don’t have the time or resources to do them yourself.

#4. Videos Take Too Long to Create

Many businesses believe that videos take too long to produce, so they never get around to making them. 

But it doesn’t have to be this way. Remember, you’re not creating a TV show or movie; you just need to create short videos that capture the essence of your brand and message. 

While it helps to be consistent and create content regularly, you don’t have to churn out videos daily. 

Focus on creating high-quality content that resonates with your target audience, and don’t feel like you have to make a video every week. 

Sometimes, video creation may be as simple as filming a short clip on your smartphone and editing it in a few minutes. 

So don’t be intimidated by the notion of video production; start small and go from there.

#5. Videos are for Big Brands

Many businesses think that only big, established brands should bother making videos. 

That is simply not true. Videos are for everyone — from small businesses to startups and established corporations.

Videos can be an incredibly powerful marketing tool if your business has a customer base and a story. 

You don’t have to be a big brand or have loads of resources to make compelling videos

All you need is an idea, some creativity, and the right tools to make it happen.

So no matter the size of your business, don’t discount video marketing. 

#6. Videos Only Work with “How to Videos.”

Many businesses think the only type of videos that work is “how to” videos. 

While this type of video can be very helpful and informative, there are many other types of videos that can effectively promote your business. 

For example, you could create an explainer video, a product launch video, an animated video, or even just an entertaining, funny clip.

The type of videos you create will depend on your brand and the message you want to convey. 

But don’t limit yourself to just “how to” videos – there are plenty of other creative video options to explore. 

The sky is the limit.

Here are some suggestions for other types of videos that could work well for your business: 

  • Interview with an industry expert
  • Product unboxing video
  • Customer testimonial video
  • Company culture video
  • Behind-the-scenes video
  • Q&A session with an influencer

Don’t be afraid to get creative and think outside the box. 

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You never know what type of video might really strike a chord with your audience.

#7. We Can’t Afford Celebrities or Influencers

While having an influencer or celebrity appear in your video can be incredibly effective, it’s not always necessary. 

You can still create great videos without hiring a celebrity or influencer.

Instead, you can feature employees in your videos or create interviews with industry experts

You can also create videos that feature customer testimonials or highlight employees’ achievements.

Whatever you decide, just remember to have fun with it and get creative.

The key is to create content that resonates with your audience. 

Focus on creating informative and entertaining videos, and you should be able to capture their attention.

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#8. Our Videos Must Be Perfect

One of the biggest misconceptions about video marketing is that all videos must be perfect. 

The truth is, there’s no such thing as a perfect video. 

Your videos don’t need to be completely polished – they just need to be authentic.  

The more you create videos, the more comfortable you will become and the better they will become. 

Don’t worry about making mistakes or imperfections – focus on delivering your message most clearly and authentically as possible. 

Your audience will appreciate it.

It’s not about perfection – it’s about connection. 

You’re on the right track if you can connect with your audience and deliver a message that resonates with them. 

Keep creating content and honing your craft; you’ll eventually get there.

#9. We Need Fancy Equipment

Another common misconception about video marketing is that you must have fancy equipment and expensive software to create good videos. 

While having the right tools can help you create professional-looking videos, you don’t need to break the bank. 

You can create great videos with just a smartphone and some free editing software. 

If you want to take it up a notch, invest in some basic equipment like a tripod and lighting. 

That said, the key is not to have the most expensive equipment but to use whatever you have creatively and effectively. 

You don’t need to break the bank — just be creative and have fun. 

You’ll be amazed at what you can create.

#10. You Need an Expert to Create a Strategy for You

The truth is you can create an effective video marketing strategy with just a little bit of guidance. 

Take the time to research different video marketing strategies and create a plan that outlines your goals, objectives, and target audience. 

Create a content calendar with ideas for the videos you want to create and when to release them.

If you can’t afford the services of a video marketing expert, use the wealth of free resources available online to help guide you. 

Do your research and be prepared — you don’t need to be an expert to make a great video marketing plan.

Use YouTube, blogs, and other resources to help you create a plan that works for you. The bottom line is that if you don’t have the money to hire a video marketing expert, use the resources around you to create an effective strategy yourself.

#11. It Needs to Go Viral

Going viral is like striking gold — it’s difficult to predict and extremely unlikely. 

There’s a good chance that your video might go viral, but that’s not the ultimate goal. 

Focus instead on creating content that resonates with your audience and helps you achieve your goals.

Virility is a bonus, but it shouldn’t be the primary focus. 

Focus on creating content that your target audience will engage with and share. 

Most importantly, be consistent with your video content — post regularly and build relationships with your viewers. 

Grow your viewership slowly by slowly, and you’ll be well on your way to creating a successful video marketing campaign.

There’s nothing like an overnight success, so be patient and enjoy the ride.

#12. You Can Do It All with One video

Creating one video is not enough to be successful in video marketing. 

It helps to create a series of related videos, each feeding on the last one. 

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Think of it like telling a story – each video should build on the last one and lead up to the finale. 

For example, if you’re creating a product demo video, create several videos that show the different features and benefits of the product. 

Video marketing is an ongoing process. You want to plan everything in advance to stay consistent and remain on track with your goals. 

One great video won’t cut it – you need to create a series of videos to really see success with your video marketing strategy

So put on your creative hat, get out there, and start creating.

#13. It’s Hard to Track and Measure Results

That is simply not true. 

With the right tools, you can easily track and measure the performance of your videos. 

You can see how long viewers watched your video, which parts of the videos they rewatched, and more.

Use tools like YouTube Analytics or Google Analytics to get detailed insights into your videos’ performance. 

You can also use heatmaps and surveys to gain deeper insights into your audience and what they like or dislike about your videos.

#14. You Don’t Have to Worry About Legal Issues

Any time you’re creating content, it’s important to understand the legal implications. 

You must ensure you have the right licenses and permissions to use any music, images, or footage in your videos. 

You should also be aware of potential copyright and trademark issues. 

Do your research, get the necessary licenses and permissions, and protect yourself from potential legal issues. 

The last thing you want is to have a cease-and-desist letter on your doorstep.

#15. The Competition is too Stiff. No Chance for Me

About 500 hours of videos get uploaded on YouTube every minute.

That translates to about 36,000 hours of video content every day.

The staggering figures only prove one thing: there’s a lot of competition out there. 

But don’t be intimidated by it. Use it as an inspiration to create something unique and original. 

The key is to stand out and be creative with your video content if you want to have any chance at success. 

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There are a few things to remember: use compelling visuals, create an engaging story, and ensure your videos are optimized for SEO. 

Remember, with hard work and dedication, you can break through the noise and make your mark.

#16. YouTube is the Only Platform for Video Marketing

YouTube might be the biggest and most popular video platform, but it’s certainly not the only one. 

Social media platforms like Facebook, Instagram, and Twitter also offer video options. 

You can even create live streams on platforms like Twitch, Mixer, and Periscope.

Besides, there are other popular video streaming services like Vimeo and Dailymotion. 

You can also use videos in email campaigns, create videos for your website, or post them on industry-specific forums. 

The point is there are plenty of options to consider regarding video marketing. Don’t limit yourself to one platform. 

Explore a few and figure out which one works best for you.

Here are some platforms marketers are using for their video marketing campaigns:

  • YouTube: 88%
  • LinkedIn Video 68%
  • Instagram Video: 68%
  • Facebook Video: 65%
  • Webinar: 46%
  • TikTok: 35%
  • Instagram TV: 30%
  • Twitter Video: 29%
  • Facebook Live: 26%
  • Interactive: 17%
  • Virtual Reality: 14%
  • 360 Video: 10%
  • Snapchat Video: 6%

Source Link: HubSpot

#17. Your Video Must be 2 Minutes Long

Studies have shown that the optimal video length is two minutes, but that doesn’t mean all your videos must be two minutes long. 

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Video length depends on various factors, such as the type of content, your goals, and your target audience

You can have short videos (less than 15 seconds) for quick teasers or longer ones (10 minutes and above) for in-depth tutorials. 

Just make sure your videos are as long as they need to be and no longer. 

The goal should be to keep your viewers engaged and entertained, not bored or frustrated with an overly long video. 

Put yourself in your viewers’ shoes and create videos that have just the right length to keep them entertained.

#18. “I Can’t Come Up with Fresh Ideas for My Videos.”

It’s normal to feel stuck after creating a few videos. But remember, creativity doesn’t have to come from within. 

Look around, get inspired by others’ work, collaborate with others, or use marketing tools like Google Trends, Buzzsumo, Feedly, etc. 

These tools can give you tons of ideas for your video content, so you don’t have to start from scratch. 

You can also use videos to answer frequently asked questions, conduct tutorials, feature customer stories, or create educational content — options abound. 

Creativity is just around the corner. You just have to be willing to explore and take a leap of faith.

Plus, when all else fails, you can always curate content from other creators and share it with your audience. 

You can even remake them, give them a unique twist and make them your own. 

As you can see, there’s no shortage of ideas, provided you’re willing to think outside the box.

#19. Just Put Out Any Video

Oh boy, if only it were that simple. Quality matters more than quantity, and you need to be sure that your videos are up to the mark before publishing them. 

Don’t just jump into the video marketing bandwagon without a proper plan and objective. 

You need to know what type of content you want, the message you want to convey, and the techniques you’ll use to engage your audience. 

You need a purpose and a goal for each video so you don’t just have random videos floating around. 

#20. “Video Marketing is Not a Versatile Marketing Tool.”

Video marketing isn’t limited to just one platform or format. It can be used for various types of content and across multiple channels. 

You can use videos for product demos, customer testimonials, promotional campaigns, and educational content. 

You can even use it to break down complex topics into easily digestible chunks or create multi-part series. 

For example, you could use some of the videos as ads on social media or as a pre-roll ad on YouTube.

You can even embed them on your website, publish them along your blog posts, create GIFs, or turn them into short stories.

The possibilities are almost limitless — so don’t be afraid to get creative with your video content.

The videos can also have different purposes, like creating brand awareness, boosting sales, generating leads, or driving customer engagement. 

There’s really no end to what you can do with video marketing. All you need is the right strategy and some creativity.

#21. My Business Doesn’t Really Need Videos

Videos aren’t a preserve of a few select businesses. All types of businesses, regardless of size or industry, can benefit from video marketing. 

The beauty of videos is that they’re an effective way to communicate with your target audience. 

You can use them to highlight your product features and benefits, explain the advantages of your services, showcase customer testimonials, or promote upcoming events or offers.

Videos are also a powerful tool for building customer relationships and providing valuable, helpful content to your target audience.

So, yes, just about any business could benefit from the video content, whether a local store or an international brand. 

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#22. It’s too Late to Start Now

It’s never too late to start using video marketing. 

Regardless of where you are in your business journey, there’s always a way to incorporate video into your marketing strategy. 

It doesn’t matter if you’re just getting started or have been around for a while.

You haven’t missed the boat yet. 

All you need to do is start creating video content regularly; before long, your effort should start paying off.

#23. It Only Works with B2C Companies

Video marketing isn’t just for B2C companies. 

B2B companies can benefit from it just as much.

In fact, about 71% of B2B marketers use video content in their marketing strategies, 73% of which have reported positive results. 

Video marketing is also an effective way for B2B companies to explain complex topics in an easy-to-understand format, especially SaaS, financial, and tech companies. 

So, if you’re a B2B business looking to break into the world of video marketing, don’t be afraid to give it a go. 

You might be surprised by the results.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

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