Here are 3 very stubborn misconceptions about video that continue to hold companies back from fully leveraging the incredible marketing power of video.


Video Is Expensive


One of the common reasons businesses have for not investing in videos is the perceived cost. There’s the false belief that video has to be expensive; that good video has to cost a lot of money.

But surveys have shown that most companies spend less than 10% of their total marketing budget on videos, with 80% reporting it helped generate leads.  Quality videos that get results don’t have to cost a lot of money.  There are plenty of production companies out there that can produce short, simple social videos for under a thousand dollars each, Arc and Crown being one of them.

And by creating videos and putting the content out there, you’re effectively increasing the size of your sales force exponentially.  While each sales rep may work 40 hours a week, a video is out there working for you 168 hours a week, 52 weeks a year. Amortizing the cost of the video over all the hours it’s out there working for you, a $5,000 video costs $.57 cents an hour.

So, when you compare the benefits of video to the minimal cost of producing them, it’s clear that you can’t afford not to do videos.


Video Takes Too Long to Produce


We all only have, at most, 8 hours a day to get everything done.  But it never seems to be enough time, so the thought of making time for all that goes into making a video to your already packed to-do list isn’t something you want to take on.

But, thanks to the fast-evolving video recording and editing technology, it’s possible to create quality videos in less than a day. And if the video you want to do is more than you can handle in-house, then there are a lot of good quality production companies out there, like Arc and Crown, that can shoulder 95% of the work required.  Likely for less than you think.  So don’t let time become the factor that holds you back from including videos in next year’s marketing campaign.


Our Video Won’t Be Seen by Anyone


When it comes to video marketing in business, it’s sometimes better NOT to go viral than to go viral.

Believe it or not, one of the reasons businesses aren’t taking advantage of video is they don’t think anyone will see them. So, it’s just not worth the time and effort to create a video if it’ll only be seen by a few people, right?


The goal shouldn’t be to get a million eyes on your video. For most companies, especially in the B2B sector, their target audience is quite small.   So, you don’t need your video to become a viral sensation.  Instead, you should be focusing on producing a good quality, engaging video and making sure it gets seen by the few thousand or maybe even hundred people that matter — your ideal customers.

When you aren’t using views and likes to measure the success of your videos, you’ll be able to set and manage realistic expectations.  Think of video as a matter of quality over quantity. Strive to create videos that are valuable to your audience. This will prompt them to engage with you and move down your sales funnel.

Hope this was interesting and, as always, feel free to reach out if you have any questions or you’d like a professional team to handle your video content, don’t hesitate to send us an email [] or click here if you’d like to book a free 30-min video consultation with one of our producers.  The team at Arc and Crown Media would be more than happy to help.

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