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Top 5 Video Marketing Challenges in 2022 [New Data]

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Top 5 Video Marketing Challenges in 2022 [New Data]

Video marketers report that it offers the highest ROI of any media format, but those who use it still face challenges with the strategy.

The HubSpot Blog Video Marketing Report surveyed 500+ video marketers and asked them about their top challenges, and we’ve compiled them in this post. Read on to learn what marketers are dealing with and how to overcome them in your strategy.

Top Video Marketing Challenges in 2022

The top five video marketing challenges are:

  1. Lack of time to create video content.
  2. Difficulty creating an effective video strategy.
  3. Inadequate budget to create video content.
  4. Difficulty with the video creation process (producing, filming, editing videos).
  5. Lack of content ideas.

graph displaying the top video marketing challenges faced by video marketersLet’s go more in-depth into each of these challenges and how you can address them if you also struggle with them.

1. Lack of time to create video content.

Marketers wear many hats and create multiple different types of content on multiple channels, so it makes sense that finding the time to balance everything can be a challenge.

As a result, it’s no surprise that lacking time to create video content is the top reported challenge for video marketers. When it comes to a lack of time, they also note that the most consuming part is pre-production, which involves coming up with ideas, writing a transcript, casting, etc.

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One of the best ways to remedy a lack of time to create video content is to have an effective video strategy.

2. Difficulty creating an effective video strategy.

A video strategy can be crucial to success for video marketers. Still, those who already leverage the format say that it is the second most challenging part of video marketing.

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If you’re hoping to overcome this challenge, the process for creating a video marketing strategy is similar to all others: identify your target audience, align with relevant stakeholders, create timelines and budgets, choose distribution channels, develop messaging, and decide on how you’ll track success.

Marketers say that some additional factors to consider when creating your strategy are:

  • How you’ll effectively promote your video content.
  • How you’ll capture attention in the first few seconds.
  • How you’ll keep your videos short and concise.

graph displaying effective strategies for generating leads from marketing videos

3. Inadequate budget to create video content.

A video marketing budget accounts for everything that goes into the video creation process, from storyboarding to promoting your videos to get a high ROI.

If you’re having trouble coming up with a budget, here is how marketers often break down theirs:

  • 24% is dedicated to production,
  • 20% is dedicated to pre-production,
  • 20% is dedicated to post-production.

video marketing budget

4. Difficulty with the video creation process (producing, filming, editing videos).

Our survey found the following tips from marketers when it comes to the video creation process:

  • Investing in your own video equipment is worthwhile in the long run, as 62% of marketers who own equipment describe the creation process as “easy.”
  • The most popular video editing software is Adobe Premiere Pro.
  • 44% of marketers use an iPhone as their primary camera for video content.

Some other ways to make the video creation process run more smoothly are to create a script and prepare your shot list, organize your studio ahead of time to ensure you have everything you need, and prep talent by giving them the script ahead of time.

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5. Lack of content ideas.

29% of marketers say that a lack of content ideas is a significant marketing challenge. Here are some high-quality and effective content ideas if you’re struggling with the same issue:

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  • Content showcasing products or services has the highest ROI, according to marketers who use it.
  • Content showcasing your brand’s values is the second most leveraged type of content and the second most effective at generating leads and engagement.
  • Trendy content related to cultural moments and news stories gets significant engagement.
  • Relatable content is on the rise for the newest investments in 2022.

Consumers like watching videos, so meet them where they already are.

Consumers’ habits clearly show that video is a top-consumed and enjoyed media format. As a result, overcoming the common video marketing challenges will help you meet audience demand, generate engagement, and leave a lasting impression.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 

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MARKETING

How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs

A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

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It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

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Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

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Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

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The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

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If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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