November 1, 2013 \ Austin Paquette
3 Myths of Video Marketing

Nov 1, 2013

I recently attended a webinar conducted by Jason Thibeault, who is the Senior Director of Marketing for Limelight Networks, a digital content delivery network with an emphasis on video hosting and sharing.  

In his webinar, Thibeault suggested tips for tackling the “video monster,” debunking a few myths about video creation and offering several tips.  In this blog, I will address the three myths he discussed, and then share his tips in future posts.

One of the most intimidating aspects associated with business expansion is video marketing. Video production is often thought of as an elaborate process, requiring time and resources that are not economically feasible. Thibeault suggests that you don’t have to be a professional to effectively execute a video marketing campaign. All it takes is a little effort that, in time, will yield a noticeable return.

Myth #1: A video is expensive to produce

One common misconception is video production is not cheap. Quality is not dictated by the quantity of money that you spend. Many videos that resonate with the viewer are produced on a limited budget. Take the Dollar Shave Club spot created by Michael Dubin

Mr. Dubin (who is actually the CEO of Dollar Shave Club) created this advertisement on a $4,000 budget. He didn’t need to hire an actor and rent expensive camera equipment. In fact he shot the video using his friend’s camera, on location at his company’s warehouse. It’s memorable because it charms the audience with its idiosyncratic humor. The shoestring budget is not always a deal-breaker.

Myth #2: You need actors, wardrobe, make-up etc.

I touched on this in addressing the first myth but it bears repeating; you don’t need professional actors to make a convincing and memorable video. Take the following video created for the Carl for Congress campaign.

Carl Sciortino’s campaign video features an interaction between he and his father. Nothing was scripted; Carl’s father’s responses are authentic. This spot aims to tug at your heartstrings and is successful. Further proof that that which is honest and authentic comes from reality.

 Myth #3: Stop filming! We forgot the kitchen sink!

It isn’t necessary to complicate a video by loading it with information. Short and sweet is optimal in presenting helpful information. An excellent example is Lowe’s short video on How to Properly Mount Holiday Ornaments.

Lowe’s YouTube channel is host to a plethora of How-To videos, most of which are concise. Lowe’s is providing a valuable service to the online community that also increases exposure for the organization. The How-To video’s impact on a marketing campaign will be explored in the next blog installment.


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