In the video production business, we hear excuses all the time about reasons not to create video content. To help combat misinformation and reassure you of the benefits of video, we’ve created this article to address the five myths about video content that we hear most often. Spoiler alert: They’re all false, and you should absolutely be creating video content. Read on to find out why!

1. Video content is too expensive.

This first myth is probably the one we hear most often: Video content is just too expensive. While this may have had some validity in the past, in recent years, it’s almost entirely irrelevant. 

If you’re on a super tight budget, you can still make an effective video yourself using your iPhone and free editing software like iMovie. If you have a little more to spend, you could hire a freelancer to film or edit, or work with a video production company to hand off the whole project. 

Making video content is getting cheaper every day. Even for video production companies making professional-quality content, the cost is nothing compared to the hundreds of thousands that it used to take to create branded content.

2. I don’t have any video ideas.

Once people understand that making a video doesn’t have to break the bank, their next concern is often that they have no video ideas or that they’re not creative enough to come up with something worth executing. 

We have a couple of suggestions to address this concern. First, write down any idea that you have, no matter how useless you think it is. This step will help get your ideas out of your head and might spark other concepts in the process. 

Then, ask other people what they think. Check with your team, your boss, your friends, your spouse—basically anyone who knows enough about your brand to help you brainstorm. 

If you’d rather avoid this problem altogether, working with a video production company is a great option. At Lemonlight, for example, we typically take over a client’s project from start to finish. This includes coming up with the video concept that will work best for a client’s marketing goals and then fleshing out the idea in a script and storyboard to bring it to life in production. 

If you’re still stuck or need some inspiration to get you started, check out our eBook with 30 video ideas for your business. 

3. Video content doesn’t work for my business.

In today’s digital age, there is no business that wouldn’t benefit from video content. Let’s say that one more time: there is no business that wouldn’t benefit from video content. 

There are tons of benefits to video, like increasing conversions, boosting dwell time on websites, improving SEO rankings, and, most importantly, providing content to your audience in a format that they’re likely to enjoy. 

If any of those outcomes sound like they would help your business, then video content is for you. You may have to think creatively when it comes to the type of video you make, but with all the different video styles at your disposal, something is bound to resonate. Which brings us to…

4. Commercials are the only type of business video.

Ah, commercials. The best part of the Super Bowl for non-sports lovers, or that thing your ad-blocker is supposed to prevent you from having to see. Whether you love or hate commercials, they’re ubiquitous in today’s digital landscape. But, if you don’t feel like a standard commercial is the right way to go for your video content, there are countless other options to consider.

For example, you could make a virtual tour video that shows off your office space. You could make a how-to video that teaches your customers how to use your product. You could make an event video that documents your team’s annual fundraiser. You could make a behind-the-scenes video of your employees’ workdays to use for recruiting purposes. 

You get the idea—you have options. If a commercial isn’t what you want, think about the purpose you want your video to serve, and then decide the style that would be most effective for your intended use. 

5. Videos aren’t useful unless they go viral.

While society may latch onto viral videos on a daily basis, the reality is that most video content that crosses the Internet won’t be seen at that scale. That’s okay, and here’s why: Video content should be directed at your brand’s target audience. If it happens to go viral, that’s great, but your video going viral shouldn’t be your benchmark for successful content. 

Additionally, despite what how-to guides on the Internet might lead you to believe, there is no formula for creating a viral video. Most of the people who go viral weren’t aiming for that outcome when they created their content. They just wanted to share something entertaining, and it happened to get shared by the right people at the right time. 

While there are some commonalities that link viral video content, it’s almost definitely not worth the stress of aiming for that outcome. Make something that your audience will enjoy, and the engagement will be worthwhile even if you don’t generate traffic in the millions. 

Now that you know these myths are false, it’s time to get started with your own video content. Get to it!