5 video production myths we can’t wait to debunk

People are really into video. Like, really into it. To the tune of 500 million hours of video watched every day on YouTube alone.

Most of the time, that’s amazing for those of us who produce video marketing content. However, video’s explosion in popularity and use across the internet has also led to a similar explosion in myths when it comes to video production.

Here’s our top 5 list of video production myths and misconceptions in serious need of busting:

You don’t need video

Are we still having this conversation? 😉

Here are some stats for you to consider:

• This year, video is expected to account for 74 percent of all internet traffic (HubSpot)
• 4x as many consumers would rather watch a video than read about a product (HubSpot)
• 60 percent of marketers and small business owners are upping their video marketing ante this year (HubSpot)
• 78 percent of people watch videos online every week (Digital Information World)
• 52 percent of marketing professionals worldwide claim that video offers the best ROI (Digital Information World)

Remember, both B2B and B2C are really just B2H (business-to-human), and humans love video.

Anyone can make video

Trying to produce your own video can be a big time brand buster.  Just because you have a video camera attached to your phone, it doesn’t mean you are equipped to use it on a professional level.  Even though most marketers understand this on some level, there’s still a sense that producing video is easy.

When it comes to video marketing, quality matters; bad video content is a liability for your brand.  Remember you are not trying to churn out any old video, you want to produce quality content that tells a story and keeps people watching.  

Professional video producers spend years of their life watching, re-watching, and dissecting ads trying to figure out what makes them successful. Layer in all the complex logistics, technical knowledge, and strategy that goes into producing video content, and this myth is history.

Simply put, hiring a video production service is your best bet for producing high-quality content that outperforms your competition and yields high ROI while freeing you up to do what matters for your business.

It doesn’t take long

Actually shooting a video can be a pretty quick process, but the prep time leading up to the shoot and what happens after the shoot in the editing process does take time.

Preproduction involves getting heads together to map out a game plan.  Here, is where you learn about your target audience making sure you have the right approach to telling your story and where you meticulously plan the day of the shoot.  Shortcutting preproduction could end up costing you later on.

And while your video production partner might be able to turn your project around quickly, chances are that a fast turn-around is going to have an impact on either your budget, or the final quality of your video.  The editing process is where the magic happens.  If you rush the magic a bunny may not appear out of that hat… and that’s not what you wanted or expected.  Give yourself and your video production team enough time to get the job done right.

Professional videos are too expensive

As marketers we are always looking for ways to maximize our budgets, but don’t make the mistake of undervaluing your content.  Video production is an investment in your brand, and trying to cut corners here can affect your brand image with consumers.

With a solid pre-production strategy, the use of clear storyboarding and effective design and copywriting principles, you can eliminate unnecessary costs.  

This myth all boils down to how bad you want to see results.  The return on investment that comes from good video production can be the strongest of any marketing.

Once you publish, you’re done

It’s more like, once you publish… you are half-way there!

Video isn’t like magical pixie dust. You can’t just sprinkle it throughout your marketing channels and poof! expect results. You need a killer distribution strategy and an eagle’s eye. Test different titles and thumbnails, monitor analytics, identify what’s working and what’s not, and apply what you learn to updated versions or your next video campaign.  Some video production companies like AirVu Media can help execute your distribution strategy.

What good is a great video if no one ever gets to see it?  

Remember: right content + right people + right time= WIN!