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July 26, 2016

Video Marketing Challenges: How to Overcome Them

A recent study done by surveying roughly 230 respondents (including marketing professionals and online consumers) suggests that although video usage numbers are increasing exponentially, 39 percent of the businesses are still not using video for their marketing strategy.

Some of the primary reasons why video production is still intimidating for these businesses are:

● Lack of compelling strategy and expertise;

● Lack of production budget;

● Lack of bandwidth.

We discuss these challenges and their possible solutions in brief.

1. Lack of compelling strategy/expertise 

Unlike other content forms, video may be a challenge to some because it involves script writing, producing a shoot etc.

One could either completely outsource the skills to a video marketing team or use a combination of DIY in house and outsourced skills approach. By experimenting a few times, it is easier to understand the production process and develop necessary confidence in DIY video production.

One could also work with a basic “Hero Hub Hygiene” strategy (for example, a Volvo commercial). Within this framework, one could create large-scale and emotive content (Hero) to disrupt, engage and entertain masses along with raising huge brand awareness on a main social channel such as YouTube (Hub) for frequent visits by viewers. By creating regular product/service specific content (Hygiene) one also caters to the target audience in an educative manner.

Compelling content creation can also be achieved by creating a video series. This keeps the branding and styling consistent and increases the number of dedicated customers.

An innovative and exciting way to do the same is user-generated content. A great way to interact with customers, it allows them to use their video recording devices and create demonstrated testimonials or simply fascinating videos creating brand awareness.

2. Lack of funds

Although high-end equipment does create higher quality video content, it is absolutely unnecessary as long as a solid strategy is formed. Today, with the affordable and easily accessible video cameras like GoPro, microphones and editing softwares, creating videos is now more feasible than ever.

One can find a number of online resources to learn more on pocket-friendly video production. Such as:

• Wistia’s Video Production Library

• Reel SEO’s YouTube Channel (for all things YouTube)

Use of animated videos saves you more. Unlike a live-action video where one may face several challenges such as location, logistics, hiring on-screen talent etc, animated videos provide a number of benefits.

• You get to choose between a range of options such as explainer videos, FAQs, vision awareness etc.

• You could save a lot with various cloud-based apps for creating animated videos.

• Any changes in script or strategy or expansion of campaign can be done by slight tweaking, within the budget.

• Animated videos are great means to explain complex methodologies.

3. Lack of bandwidth

Going for an animated video can be an excellent means to overcome this issue. In case of animated videos, the entire project can be done independently without depending on a location, schedule and other logistics unlike in live-action videos. You can showcase any location and include as many characters as you like in animated videos.

In the case of live-action videos, the team can be reduced to three people, namely the producer/writer, videographer and on-screen talent/narrator.

There’s no question that there are obstacles in the way of video marketing. Don’t let these obstacles stop you from creating an impact for your brand. If you can find a way to overcome these obstacles, the reward is great.


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Garima Agrawal is currently working as a digital marketing executive at Onters. She likes to write about explainer videos and digital marketing. She is MCA graduate from DAVV University.

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