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Video marketing has become a dominant trend amongst content marketing strategies, due to its ability to create engagement faster and convey information more effectively. Research shows that audio-visual content is 40 times more likely to be shared than non-audio-visual posts, and videos are the most clicked type of advertising, receiving better engagement than text and image-only ads. Users spend 88% more time browsing on websites that have videos – a clear testimony to the value in video marketing. Like any good thing, it also has its downsides that marketers need to be considerate of when creating their marketing campaign.

Here are the pros and cons when it comes to video marketing. 

The Pros and Cons of Video Marketing

The Pros of Video Marketing: 

Attention-Grabbing 

Have you ever seen a video and immediately reacted to it? Whether it was a positive or a negative one, it made an impact on you. This is why videos are important when it comes to marketing your company or your product. More than half of all consumers prefer watching a brand’s video over other types of content like blogs, downloads, newsletters, and social imagery. It is important that you get your point across as quickly as possible, this way you ensure that you do not lose the attention of your audience. With videos, you have endless options to grab the attention of your audience and hook them into doing business with you. 

Increase Brand Awareness

By using video marketing in your marketing campaign, you can extend the reach of your campaign, improve communication and customer engagement, and really resonate with the emotions of your audience. If your video stands out and is noticeable, you are presented with an opportunity to become top of mind, or become associated as the first brand in connection to a common problem. Building such connections with your target audience is crucial to building brand awareness. This ultimately means you could produce new leads and generate sales. 

Video Is Highly Compatible with Mobile Devices 

Did you know that 51% of all videos are played are on mobile device? According to Statista, the current number of smartphone users in the world today is 6.648 billion, meaning that 83.96% of the world’s population owns a smartphone. Marketers now have ability to market their content to an extremely large consumer base, accurately and easily. So, it’s key that your video content marketing strategy incorporates mobile formats and includes concise, eye-catching visuals that are optimized for mobile devices.

The Cons of Video Marketing

Video Overhead can be Costly 

Budgets are a huge factor for any business when deciding marketing budgets. Unlike traditional content marketing, there are a lot of factors which are needed to be considered when it comes to making videos. These include scriptwriting (if there is one), buying cameras, microphones, mounts, or creating the animation if it is an animated video. Video marketing can be expensive to produce. While anyone can shoot a video from their phone, the cost to create these clips into an engaging piece of content can cost anywhere from $75 to $150 an hour to engage a video agency.

Production May be Time Consuming 

When video content is being created, there are various different stages of creation that need to be considered. Each stage is a timely exercise and needs to be understood and evaluated against your deadlines to determine if video marketing remains a viable option. The stages of creation are:

  1. Pre-production – This is the part where you map out your video. You will decide what your objectives are, what your core message is, what resources are needed, and how much time it is going to take you. 
  2. Production – Production is the part where you film your video. Since you have already mapped out your video, it usually does not take too long. 
  3. Post-production ­– This part is where you pick the best shots and stitch everything together to ensure you have the best video for your company.

This can be one of the timeliest parts depending on the complexity of your content. You want to ensure that your video has replay value and captivates your audience, so you must take the time to thoroughly edit your video. Marketers should ensure that they have enough time set aside to complete these videos if you decide to incorporate them into your marketing strategy.   

Video Might Not Appeal to All Audiences 

Even though videos have the ability to boost the awareness of your brand, they may not effectively communicate the key messaging behind your brand. Even if 69% of people prefer video over text when learning about a product or service, you must still consider the purpose of your content and how effective videos will be at conveying crucial information. Viewer behaviour may not align with the outcome in which you were hoping for. Therefore, it’s important for marketers to consider every variable before considering video marketing in your marketing campaign.

While there might be some negatives when it comes to video marketing, it’s an instrumental tool to improve brand awareness, leads, website traffic, and conveying important product or service information. If you have any questions regarding the use of video marketing in your marketing campaign, reach out to one of our marketing experts at Marketing Eye today! 


Thanks to Seth Doyle from Unsplash for the image!  

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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