Marketing

It’s Time to Get Over Your Fear of Video Marketing

Don’t let fear hold you back from an incredibly lucrative marketing avenue.

Source: Weedezign / iStock / Getty

Video marketing is as popular as ever. Companies don’t need tons of experience, professional editing, or fancy equipment to make highly converting videos on platforms like YouTube, Facebook, or even IGTV. There are huge benefits to video marketing; for starters, viewers retain 95% of a message when viewed in video vs. 10% when read in text, and one-third of online activity is spent watching video. (Source) But there’s one major factor that continues to hold marketers back from this potential: fear.

Fear of being awkward: If you ask most marketers what scares them about video, it’s that they don’t feel comfortable or confident in front of a camera. But you don’t need to be Oprah to ace video marketing. Instead of going live, create edited videos that allow you to run through dialogue a few times so that it doesn’t need to be perfect. Also, make sure you have a clear agenda and goals heading in to the video so that you don’t feel like you’re winging it. Lastly, don’t feel as if you need to be the star of your video marketing campaigns—feel free to choose someone in the company who is confident in front of the camera to be the face of your company’s video presence.

Fear of wasting time: You may feel as if video marketing takes way too much time to have any real payoff. But although there can be a significant amount of time involved, technology continues to make it easier and easier to create and upload high-quality videos. Furthermore, the more popular your content, the more you can use it to leverage sales. Create a posting schedule that isn’t too intense—you can always ramp up at a later date, but committing to one video every 2 weeks might be more manageable to start with than daily clips. 

Fear of unpopularity: As with any highly visible marketing strategy, it can be nerve-wracking to know that people are seeing how well your content does. What if nobody watches or engages and then others don’t think what you have to offer is really that valuable? But the truth is, platforms take time to build, and you never know how successful a marketing effort will be if you don’t try it.

So, don’t be afraid of the potential that video marketing can hold in store. Like any other marketing tactic, sometimes the best way to start is to simply dive in.