In addition to guest posting on the UpCity blog, Lemonlight is featured as one of the Top Video Production Companies in Los AngelesCheck out their profile here.

We know how scary video marketing can sound before you’re actually out there creating videos, distributing them, and reaping the rewards. It can be a lot to think about, but for those of you plagued by thoughts of how expensive it is, how difficult it is, or how it just isn’t worth it: stop right there! You couldn’t be more wrong!

We’re breaking down some of the common myths we see that stop marketers in their tracks when they’re thinking about launching video content. Take a look and see if we can’t convince you that video is the way to go.

1. Video marketing is expensive.

Creating high-quality videos on the regular can definitely get expensive, but only if you let it! There are also tons of ways to keep your video marketing costs down and not spend more than you can afford. Here are just a few ways you can keep your costs down:

  • Use minimal equipment. – The latest iPhone video quality rivals some of the top cameras, and with a cheap plug-in mic, you can record amazing visuals and sound.
  • Don’t hire actors. – Whether you’re filming a brand video or just some clips for social, use your employees as actors! There may be initial camera shyness, but that’s quickly overcome.
  • Film lots of footage at once. – Always keep the camera rolling. The more footage you get, the more you can use it in different videos and for different purposes.
  • Hire an agency. – An affordable video production agency can create top-tier video content at a fraction of the cost it would take you to produce it in-house.

2. Video marketing is too time-consuming.

Here’s another myth that’s only true if you let it be! Video planning, shooting, editing, and distribution are all complex and can take a lot of time to organize, but there are a lot of tools available to help you simplify the process.

Start small. Pick someone on your team to lead the way on your next video project – have them create a realistic calendar for video creation and distribution. Then, if you don’t have enough people on staff to complete your video by your deadlines, find a company to help you throughout the process. There are tons of agencies willing to not only create the video itself, but help you strategize on video creative, distribution, and more.

Work on it one step at a time and you’ll see it actually isn’t all that time consuming at all.

Pro tip: if you start your video marketing efforts with simple, self-shot smartphone camera content, you can save a ton of time (and budget) on your initial video efforts.

3. Video marketing doesn’t drive direct ROI.

Video is hugely popular with brands and consumers alike, and that’s not surprising. Take a look at just a few stats about video marketing’s return on investment:

And these are facts that tie video marketing directly to sales – not stats about user engagement, user brand awareness, or brand recognition that increase revenue in the long run. Not every video will have a dollar amount that you can unquestionably say was driven by video marketing, but when you couple the effect video has on these other, less measurable statistics along with direct revenue, you can bet video does, in fact, drive ROI directly and indirectly.

4. Video marketing strategies are difficult to implement.

If you’re interested in video marketing, you’re already ahead of the game. That means you likely have a social media plan, a content marketing plan, an email marketing plan – or some combination of these all! Implementing a video strategy is no harder than implementing any one of these other marketing initiatives.

Start with your main video goal. Then move on to video creation, and then document your video distribution plan along with how you’ll track results. The video creation phase will likely take the longest, but that alone doesn’t make your strategy any more difficult to implement. Again, approach this one step at a time.

5. You can’t repurpose video content.

Video content is one of the easiest types of content to repurpose. Besides reusing similar or identical footage in numerous videos, here are a few other ways you can repurpose your video content:

  • Strip the audio and create a podcast or downloadable audiobook.
  • Transcribe your video and create an informative blog post.
  • Create graphics out of still shots of your video with added text.
  • Create GIFs out of memorable moments of your video.
  • Post your video on live stream channels, like Facebook Live and Instagram Stories.
  • Reuse your video wherever you can, including blog posts, website pages, email campaigns, social campaigns, and more.

6. Video marketing doesn’t work for every industry.

We admit – a brand video might not be in the cards for every type of business. (Imagine a brand video from your local waste management department!) But video definitely can play a positive role in every type of industry if you’re strategic about the type of video you create.

If you sell something, a how-to video or product video is excellent. If you’re in a pretty boring B2B industry, promote an expert video series or FAQ series. If you’re an online agency, use an explainer video to describe what exactly you do and how it can benefit the viewer. If what you do is complex or difficult to understand, maybe an animated explainer video is right for you. Don’t think that your industry is limiting you – be creative!

7. Video isn’t worth it unless it gets lots of views.

Views are only one metric you can use to gauge the success of your video, and a poor one at that!

Views is a vanity metric – aka one that looks good on paper but is relatively meaningless. Instead, measure metrics like click-through rate, form submissions, or direct traffic to your website. The metrics you measure will depend heavily on what your video goal is, but don’t stay stuck in that “more views is best” mentality. Fewer qualified and engaged views are better than a higher number of totally inattentive views.

8. My videos have to go viral.

Along those same lines, don’t aim for viral. Companies that aim for video virality end up creating awkward videos that ultimately flop. Instead, focus on creating valuable, high-quality content that informs, educates, or entertains. Providing a more tangible benefit leads to greater success and is more measurable – it also ensures you’re not disappointed if you don’t reach millions and millions of video views.

9. Without experience, I can’t create a great video.

Everyone gets started somewhere! Don’t think that because you don’t have the experience, you can’t create a video on behalf of your company that you can be absolutely proud of.

And if you’re really nervous about diving in head first, think about talking with someone who does have video production experience. Freelancers and contract video shooters, directors, and producers can be a great source of information and would be happy to help someone trying to create good content. For a cheap price, a consultant could even guide through the process, giving you step-by-step tips and advice for getting through the process as a first timer.

Another great option? Hire a video production company to help! They’ll help you hone your creative vision, bring it to life, and deliver a beautiful video with so much less stress and effort on your part.

10. I’ll never be able to convince my executives that we need video marketing.

Hopefully, by now your executives know how powerful video marketing is. But if they don’t, there’s nothing like cold, hard facts to convince them.

  • 93 percent of businesses reported gaining a new customer as a direct result of a video posted on social media.
  • Companies using video in their content marketing mix show a 66 percent higher average website conversion rate (4.8 vs. 2.9 percent).
  • When video and text are both available on the same page, 72 percent of consumers prefer video to learn about a product or service.
  • Of those with videos on-site, 80 percent of marketers say video has increased dwell time.
  • 97 percent of video marketers reported that video increased user understanding of a product or service, and 76 percent reported video helped them increase sales.

If they’re still not willing to invest heavily in video marketing, try to secure at least a small investment in video distribution – run an initial test with a low-budget video. If you invest zero in creation, a few dollars in distribution, and increase your goal metrics by a significant amount, you can prove how valuable video really is.

11. We’ve done well without video – we’re fine!

Sorry to break it to you – but times are changing! People don’t just enjoy seeing video from brands on their feeds, they expect it! If you’ve managed pretty well without video so far, there’s a high chance you’ll disappear into the ether if you don’t update your marketing initiatives to reflect consumer trends.

In 2018, brands spent over $90 billion on video marketing alone. Year over year, businesses are spending more and more on video marketing to meet the demand. Social networks are updating their algorithms to prioritize video content, and users themselves are creating more live video content than ever before. If you don’t think you need video content to survive, we hope you’re right – otherwise, we may not be seeing your brand around much longer.

Hope headshot
Hope Horner
Founder, CEO at

Hope Horner is a three-time entrepreneur that has been featured in Inc.'s Top 25 Entrepreneurs to watch in 2017, Entrepreneur's 11 Marketing Experts that Could Changes Your Business, and Pepperdine’s 40 Under 40. Horner is a regular contributor at Entrepreneur, Forbes, Inc. and multiple other publications where she shares startup insights and scalable solutions. She is currently working on her third startup, Lemonlight, an LA-based business that produces and distributes branded video content at scale.