In this new digital age, content definitely reigns supreme.

However, this massive evolution of digital media has meant that it is not only content that is key, but also the medium by which it is delivered. While long-form articles and visuals are still important, the new force to reckon with is video content.

Video is fast becoming one of the strongest methods of marketing now, with more users increasingly clamoring for it on social media. In fact, new statistics are reporting that by 2020, online videos will account for 80% of all consumer internet traffic. It is a quick and easy way to connect with users, increase engagement and see a real impact.

1) It has to be complicated
Many assume that video marketing needs to be some sort of elaborate endeavor that requires a huge amount of resources but that simply is not true. It is about finding subject matters that your audience might be interested in and presenting that in a new way.

Instead of writing an article, you could now do an informative video on the subject instead. Hubspot reports that 43% of users would like to see increased video content from marketers, and that number is soon to increase.

2) It is going to be expensive
One of the most prevalent myths that deter people from integrating video marketing into their overall strategy is the cost factor. While yes, there is a cost associated with it, that is true of other forms of marketing as well. It does not need to be expensive to be effective, and it is really based on what content you are featuring in the video.

If you have your content in mind, there are many ways to present that information without driving up costs and still providing users with a personalized marketing experience. For example, live videos are a great, low-cost way of engaging users in your business and giving them a peek behind the scenes. Statistics show that 50% of marketers are planning to incorporate live marketing into future marketing strategy, which demonstrates just how ubiquitous this will become.

3) It won’t get me results
The other myth that remains is that video marketing simply does not provide a return on investment. Or that it might provide a return, but it is nominal compared to the number of resources it might take to produce the video.

This might have been true in the past, but the future is video and there are statistics to prove its overall effectiveness. Hubspot reports that videos can retain an average of up to 77% of users till the last second – this is hard to come by in other forms of digital marketing. Even in terms of reach alone, Facebook video has 135% higher organic reach than other forms of content.

According to an survey, 76.5% of marketers and small business owners reported that using video marketing had a direct impact on their business. This illustrates the major potential of video marketing as a resource not just for big corporations, but for smaller businesses looking to engage their audiences in new ways.

Need a more concrete example of this? Studies found that simply using the word “video” in an email subject had a direct impact – it boosted open rates by almost 20%, and clickthrough rates increased by 65%.

There is no secret recipe for creating successful video marketing content but that does not mean it should be completely abandoned as part of an overall marketing strategy. The data consistently demonstrates that video marketing has a reach far beyond just general content and can really be leveraged to drive overall engagement – despite the myths that prevail.

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