5 Misconceptions About Online Video

For the last half decade or so, online video has seen an incredible surge in popularity. In 2009 and 2010, it’s become a full-blown phenomenon.

According to media research company comScore, total online video viewership skyrocketed last year, with 33.2 billion videos viewed online in the month of December alone. That represented an increase of 20 billion total views over comScore’s online video viewership data from January 2009.

So, if you’re not convinced that online video is an important component of your company’s online marketing strategy, you may want to reconsider. Videos are a great method for driving website traffic and, according to Forrester Research, they are also 50 times more likely than text pages to prompt an organic appearance on the first page of search rankings.

Of course, many companies and brands stay away from online video because of a few major misconceptions. Under30CEO’s David Siteman Garland wrote a great blog post that discussed online video’s five biggest misconceptions. Here they are, with my thoughts on each one:

Misconception 1: “Videos Should be Short”

It is true that the shorter the video, the more likely it is that the viewer will watch it until the end. In a previous blog post, I discussed a study performed by Visible Measures that revealed that 60 percent of viewers will abandon a video that’s run time is two minutes or longer. By contrast, you’ll retain more than half of your audience if the video is 60 seconds or shorter.

However, it’s also true that good content is good content. A truly compelling video will hold a viewer’s attention in spite of its length. If your content requires a longer video, make sure it will quickly grab the viewer’s attention and hold on to it.

Misconception 2: “You must be tech savvy to master online video”

I’m living proof that this argument is a definite misconception. You do not need to be a techie to produce great online video. You do need to decide if you want to edit the video on your own or seek the assistance of others.

At OpenView, we chose to purchase a high definition camera that requires the use of Apple’s Final Cut Pro software to edit the footage. So, to make sure that it’s edited properly, we employ a freelance video editor to tackle the footage for us. With a different camera, you may be able to edit it on your own. I’ve seen great video produced from iMovie or flipCam software and both products are incredibly easy to use. Don’t let your lack of technological skill be what stands in your way of producing great online videos.

Misconception 3: “If it isn’t professional, it will hurt your brand”

I’m a strong supporter of the Good Enough Revolution, a concept coined by Wired magazine that concedes perfection in favor of speed, timeliness, and usability. “Good Enough” doesn’t mean that you can be sloppy. But it does mean that your online videos don’t need to be absolutely flawless.

Sure, a polished video is nice. But an overly produced masterpiece isn’t necessary — especially for an expansion stage company. The Good Enough Revolution is a reality check when you find yourself obsessing over every minute detail. Sometimes, the content and relevancy of the video outweighs the need for absolute perfection.

Misconception 4: “You must be really good on camera”

While being a confident speaker always helps, you’re not trying to win an Emmy Award. The occasional “umm” or fumbling of words displays authenticity to your viewer. An overly polished delivery may seem too rehearsed or “salesy” depending on the content of the video.

Misconception 5: “You need a green screen”

False. Plain and simple. We thought about buying a green screen, but they’re much more difficult to use than a traditional background. On top of that, they tend to project the idea that you’re attempting to produce perfect, television quality videos. Instead, a traditional background (we opted for Asian screens) gives the sense of a more relaxed environment that will feel more comfortable and engaging for the viewer.

Those are just a few of the most common misconceptions that seem to keep companies from jumping on board the online video bandwagon.

The truth is, you need to get past them and begin to embrace video as part of your online marketing strategy. According to comScore’s online video research, the average internet user spent 863.7 minutes viewing online videos in September. In addition, more than 83 percent of the total U.S. internet audience viewed online video that month.

With new technology that allows those users to view videos on their smartphones and iPads, those numbers are likely to increase. So don’t let a few misconceptions keep you away from giving video production a shot.