Updated: Jul 8, 2020
Light, camera, action.
It is easier for new businesses that are up to set foot on social media marketing to fall into misconceptions about the use of video to attract more traction.
Myth 1: The cost of making a video can be over my budget.
Small businesses quite often keep in mind that they have an insufficient amount of money to spend on video when diversifying content to engage with audiences. However, there is no clear association between the effectiveness of videos and the cost of producing them. Remember that unpolished videos can be able to generate a strong connection and strike a genuine chord with your audiences to some extent.
Most people gravitate to authentic videos where they can get trustful and relevant information. So, the quality of the content is more crucial than that of video.
For example, on Youtube, user-generated content videos are much performing well rather than those polished produced by the brands with the aim of promoting the products.
The cost of video production may vary from $200 to $750 depending on the length, style, and quality that the owner wants. But, don’t worry. For the daily social media post, online tools and software come in handy to produce eye-catching footage from separate and existing images. If your business is hesitant to embrace this content format, make your job easier by utilising these tools: Ripl, Canva, VidLab, Imovie, Animoto, Biteable.
Myth 2: Video needs to be professional-looking
One reason that holds businesses back from creating videos is that they think footages should be well-designed with amazing sounds, smooth transitions, appropriate scripts, and high-quality visualisations. Some, on the other hand, have no idea of where to start or what to say in the video. These hinder any effort of making a video to be posted on your channels especially for small businesses that even the creative ideas in the first place but lack technical resources.
As such, if your business gets stuck from these aforementioned problems, simply start by setting objectives for the video to be achieved in your content strategy, then developing ideas around these objectives. Some objectives may be generating leads, educating customers on how to use products or services, building up your brand image, demonstrating your testimonials and so forth. These ideas can accordingly be articulated and visualised in a set of images, text, narrative, and storyboard. Nail on these elements to build a comprehensive story. Having said, the video doesn’t need to be professional as long as it seems to bring real feelings.
For example, users sometimes look for videos and get engaged by scrolling down their feeds to see behind-the-scenes, live videos, tutorials, interviews. These video types are made at ease but speak more than what they can.
Myth 3: Video is used for a certain channel.
Video is often commonly seen fitted for Youtube except for others as businesses owner assume users particularly go for videos on this channel. However, videos can be repurposed into your Facebook, Instagram, and website as long as it is short and succinct enough to not let customers get bored and offer some sort of values.
Additionally, with the metrics and analytic tools, the measurement for the video performance is getting holistic by tracking down all channels involved. So, it helps businesses select and foster videos in the major effective channels.
For example, one of the best ways to make customers spend more time on your page is by putting videos there. By doing that, one way or another, time spent on your page is longer, making the brand message thoroughly got through and videos perform well on the top of the sales funnel. Moreover, sharing videos through other channels saves time and effort in promoting and producing content.
Myth 4: Just viral videos is as effective as its name.
All businesses are dreaming of having a viral video that can bring them success. This is understandable as to why money is poured out to create viral videos, yet few are created to fulfill the very beginning purpose. The majority of viral videos hit the wold deliberately as they share two underlying conditions: social motivation and psychological response. While the former is related to motivations that stimulate a user shares a video, the latter is how they feel seeing the video.
Let’s delve into the emotional patterns that make some videos go viral. Regarding emotional connections, videos that bring warm and happy feelings are prone to be shared in tandem with opinion seeking and social utility seeking from the sharer.
In a nutshell, no concrete plan is out there, forecasting how viral or successful a video should be, it would be more of how your audiences perceive the video. And for that reason, businesses are not necessarily lavish on creating viral videos; they should focus on your attainable objectives to accommodate what customers demand to see on your platforms.
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