Here’s why your video strategy is a fail

There is no more potent a weapon in your online marketing strategy than video. It seems baffling that so few small businesses are using video to drive traffic and make conversions. Some barely consider it while others think that their amateurish efforts are good enough while still others believe it is too much of a cost. Video marketing is not a cost. It is an investment in your future. In some recent marketing data gathered by Biteable, and published by MarketingCharts, it just may show where many small business video marketing efforts are falling short. The following is taken directly from the published data:

  • The findings from a survey of close to 700 businesses outline how marketers feel about video marketing, their approaches to it and their idea of what makes a top-performing video.
  • According to the data, presentation videos were the most popular type of marketing video in 2020, with the largest share (65%) of respondents saying that they made this type. Video ads/promos represented the second most popular (57%) type, while some 47% turned to explainer videos for marketing content. Two-thirds (66.2%) of marketers think that video marketing is time-consuming.
  • Producing videos can be challenging, but fortunately, for a plurality (45%) of respondents generating video ideas is only a minor struggle. That said, about one-third (32%) find it a big struggle. Relatedly, two-thirds (66%) of respondents agreed that video marketing is time-consuming, while 4 in 10 (41%) think that it’s complicated.

Biteable Marketing Videos Used by Businesses Mar2021

  • Separately, businesses generally feel that custom footage (48%) performs better than animation (30%) or stock footage and imagery (23%).
  • Music: The majority of respondents agreed that videos with music (81%) perform better compared to those without (19%).
  • Voiceover: Respondents agreed that videos with a voiceover (66%) perform better than those without (34%).
  • Captions: Videos with captions (64%) reportedly perform better than those without (36%).
  • Text-on-screen: Nearly 8 in 10 (78%) respondents agreed that videos with less text-on-screen perform better than those with more text (22%).

-Written by Kevin Sawyer