The 5 Worst Excuses For NOT Doing Video Marketing
Considering All the Benefits of Video Marketing, Do These Excuses For NOT Doing Video Make Any Sense?
Business owners come up with all kinds of excuses for not doing video. I’ve heard them all.
No matter how many times I write about the effectiveness of video marketing, or show its impact on sales, or point out industry trends and statistics, people will still come up with reasons not to do it.
So what’s the downside? Why SHOULDN’T you be doing video?
Here are actual excuses for not doing video I’ve heard from customers. Or to be more accurate, potential customers. Non customers?
Excuse #5: Video Is For Big Marketers, Not Businesses Like Mine
This one obviously comes from small business owners. They think “I’ve never had to do video marketing before, why should I start now?”
The answer is, because the marketing landscape has changed. More consumers than ever before are watching videos online. According to Google, 60% prefer watching videos online to watching TV.
As a result, more and more businesses have started using video marketing to reach those consumers.
According to one study, this year that number hit 87%. That’s up from 63% just two years ago. So yes, even small business owners are jumping on that bandwagon.
Excuse #4: It Will Cost Too Much
I hear this one a lot, and ten years ago, it was probably true.
When I was a creative director in the advertising industry, I worked on TV campaigns for blue chip clients like Budweiser, AT&T and Coca-Cola. The average cost of a TV commercial back then, according to Ad Age, was around $300,000. But some brands spent more than that—for Budweiser it was closer to $1.2 million. For BellSouth it was $750,000.
But today, the cost of production has come way down. High quality videos can be shot with mirrorless cameras or with an iPhone. Editing and graphics can be done on a laptop.
Bottom line, productions that used to require large crews and truckloads of equipment can now be achieved on a much smaller scale—and with a much smaller wallet. Think $5,000 to $15,000.
An experienced producer can also find creative ways to keep your costs down. I call this “smart production,” and you can read more about it here.
Excuse #3: I Wouldn’t Know What to Say On Camera
Okay this one, I think, is totally reasonable and understandable. But it’s a concern based on inexperience.
If you’ve never done video marketing before, you probably aren’t aware of all the work that goes on behind the scenes, preparing for a production. If you’re shooting a TV commercial, for example, concepts have been thought out. Scripts have been written for you.
Even when using a documentary approach, where there is no script, there should be no creative pressure on you.
In reality, it works like this—we start with an understanding of what story we’re trying to tell.
Then when you’re on camera, all you have to do is answer a few questions, or talk about a specific topic.And here’s the good part: it’s a topic you already know a lot about—your business.
And if you don’t get it right, it’s no big deal. That’s what “take 2” is for. Or “take 17” if necessary.
Excuse #2: If It Isn’t Good, I’ll Be Embarrassed
This one is related to #3. It’s a totally understandable concern. But as far as excuses for not doing video go, it's pretty lame.
Once a video has been shot and edited, and all the work has been completed, there’s always a slim possibility that you won’t be happy. Maybe you won’t like how you look. Or the clothes you were wearing.
If that ends up being the case, then you simply don’t use it. Don’t put it on YouTube, or on your website.
Excuse #1: How Do I Know I’ll Get a Return on My Investment?
Of all the excuses for not doing video, at least this one is is based on business.
Being totally honest, there are few, if any, sure things in life.
Video isn’t magic. It doesn’t guarantee success. It’s just a really popular way to communicate with people, to get the word out, to reach an audience.
That said, there are all kinds of statistics about video marketing that support the likelihood of your getting a good ROI.
For example, product videos—simply having a product video on the product page of a website increases purchase likelihood by 85%.
Of course, that’s an average result. There are examples where the bump is even higher. Step2, for instance, is a leading manufacturer of kids toys and preschool products. They started using product videos on their website in 2011—simple videos that show kids playing with each product. And since adding those videos, their online sales have INCREASED 174%.
So, do you have any other video marketing excuses or concerns? Ready to give it a try? I hope you’ll give Content Puppy a chance. We’ll be there, working with you every step of the way.
About the Author:
Harry Hayes is the owner and executive producer at Content Puppy Productions, a corporate video production agency based in Charlotte. Before starting Content Puppy, he spent 20+ years as an advertising writer and creative director.