Navigating top video marketing challenges [What I wish I knew earlier]

Mattison Hofstedt


September 14, 2023

March 22, 2024

Marketing team at Storykit.

Facing challenges in video marketing? You're not alone. Both Wyzowl and HubSpot conducted surveys to uncover common challenges marketers face, and trust me, I've also faced each one in my early days. But I've since conquered them, and I'm eager to share how.

Consider this:

  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
  • 66% of viewers find short-form video to be the most engaging type of content on social media.
  • And 91% of people say they want to see more online videos from brands in 2023. 

And yet, 48% of content marketers feel that their organization isn’t using video to its fullest potential. 

Why is this the case?

The reasons are various. A lack of initial know-how, time constraints, and a host of other excuses that hinder marketers — excuses that I too have made in the past. But not anymore.

If you're facing hurdles in video marketing and are tired of generic "ULTIMATE GUIDES" that don’t give any actionable insights, you're in the right place. This is the guide I yearned for when I embarked on my video marketing journey — crafted entirely from my personal experience. 

In it, I'll share actionable solutions to every challenge and tell you all the things I wish I knew when I got started. By the time you finish reading, you should be 100% certain that you can implement video marketing into your business — no excuses.

My story as a new video marketer — Can you relate?

Let's admit it — excuses come easily, especially when faced with unfamiliar terrain. I've been there too. 

As a solo marketer for a niche product, I was swamped with a million questions about video marketing. How to start? Which videos to create? Stock or original footage? Voice-over or silent? Video length? Posting frequency? Editing?

The list was endless, and so was my anxiety.

And then there were the tools. Why opt for specialized video platforms when Adobe and Canva seemed enough for a solo act like me?

In that role, I managed to produce six product videos and ten short brand-building clips. They were decent, but time-consuming, lacked branding consistency, and were highly underutilized on social media.

Now, at Storykit where I currently work, I've gained the insights I sorely missed in my previous role: not only how to make videos, but also what to make and how to distribute them. 

So now, I'm here to enlighten you so that you don’t miss out on the opportunities that I did.

Top video marketing challenges

  1. Lack the time to create video content
  2. Difficulty with the video creation process (producing, filming, editing videos)
  3. Don’t know where to start with creating video content / lack content ideas
  4. Don’t feel video is needed
  5. Unable to convince key decision-makers of the need to invest in video
  6. Believe that video is too expensive
  7. Difficulty creating an effective video strategy

Hubspot Blog Video Marketing Report

How to overcome these top video marketing challenges

In this next section, I will explain how you can overcome the video marketing challenges that  Wyzowl and HubSpot have identified based on my personal experience and a Storykit point of view.

1. Lack time to create video content

There's never enough time. It's a common feeling.

As marketers, we juggle multiple responsibilities. I was once in your shoes, managing ad campaigns, social media posts, website maintenance, and article writing.

The prospect of adding videos to that mix seemed daunting, pushing me to stick with tasks that felt more familiar and comfortable.

However, the truth is, my perception of not having enough time stemmed from not grasping how I could and should be approaching video creation and utilization.

The problem: Many marketers view video as an entirely separate realm from their existing job roles.

Some assume they need to craft scripts, brainstorm concepts, locate assets, and master video editing software. Others believe they must learn to record themselves or others speaking and then edit the footage. Then, there's a final group that leans towards involving an agency or freelancer and investing time in project management.

Yes, you can opt for these routes, or you can seamlessly integrate video into your ongoing tasks.

For example, I am a content producer. My best skill is producing articles. But I didn’t understand that I could use those articles to create 'spin-off videos' instantly. 

When I refer to 'spin-off videos', I mean:

  • A listicle video highlighting the blog's main points.
  • A trailer featuring the blog post's title, paired with a call-to-action to engage viewers.
  • A video centered on a notable quote directly extracted from the content.
  • A summary video that succinctly conveys my primary message.
  • And more.

In my previous role, I would put aside time to create videos that were completely separate from the other content that I was making. Now, whenever I finish an article, I just copy and paste the text into Storykit AI, specify the type of video I want, and the AI will take me 99% of the way. 

It summarizes my text and generates a complete video with visuals, music, and all the elements I need, in a matter of seconds. This means you can transform anything into video almost instantly. 

I am using blog articles as my example since that is what I work with primarily, but you can also use any other type of source text: product descriptions, case studies, reports, etc. 

Here is an example of a video that I made just from pasting the text from this article into AI.

Pretty cool huh? 

If you want more inspiration on how to work off your on content, check out these articles that include webinar recordings explaining our step by step approach and video examples: 

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

Raise your hand if you've NEVER made a video before, or if you were a rookie at one point at least... been there.

There were two types of videos that I was making in my last role and here were my processes: 

  1. Interviews with colleagues: I remember the frustration of trying to capture colleague footage on my iPhone, edit clips in iMovie, add branding elements in Canva, and then finally music and subtitles in Adobe Premiere Pro.
  2. Product explainers: For these, I would capture screen recordings of our platform, search for stock videos that represent our product's capabilities (notably PR, metadata, schedule distribution, and screener sharing for the media industry – a challenging niche to find stock content for), and then combine these elements and enhance them with text overlays and music using tools like Canva or Adobe Rush. Occasionally, I'd also provide a voiceover, which I'd integrate with background music in iMovie.

The key takeaway: my video creation process was chaotic.

As I mentioned earlier in my story, I didn’t understand that there were huge differences between different video platforms. It hadn't dawned on me that producing, filming, and editing weren't prerequisites for crafting impactful videos. 

Then I learned about text-based videos.

These videos are a marketer's dream. They thrive on social platforms, cater to silent scrolling, simplify complex information, and don’t require editing. While integrating top-notch stock imagery or clips enhances their appeal, I realized that the imagery doesn't have to align perfectly with the message to make an impact. Alternatively, a simple backdrop of your brand colors can be just as effective.

For instance, we created a video showcasing a case study with a business development client. In this video, you'll notice how we've utilized nature-themed stock imagery to amplify the message:

And when it comes to crafting employer branding content, there's no need for intricate recordings or the elaborate editing I once attempted.

Simply capture footage on your iPhone, upload it to Storykit, and add text. It makes your footage look so professional and believe me, a video like this delivers just as much value as a "voice recorded interview".

Here's an example of iPhone footage turned into Storykit branding content:

This is one of the reasons why our clients love using Storykit as well.

" I love the fact that not everything has to be uber-professional-looking before it goes into the tool and becomes part of your creative process. You can use mobile phone camera footage - then edit it and apply effects and styling options - and come out with something really authentic and effective." Kristian Flanagan, Azelio.

You can learn how we turn smartphone videos into awesome employer branding content here.

3. Don’t know where to start with creating video content / lack content ideas

I used to believe that video was only suitable for showcasing products. But let's reconsider that notion — what can't be transformed into a video?

For example, here is a screenshot of some text from our website homepage:

And here it is in a video (that I made by the way): 

Here's the revelation: if you have text, you have the potential for video.

Whether it's a paragraph extracted from a blog post, a quote like the one I shared earlier, or even a recruitment advertisement — video can amplify it all.

Also, thanks to AI, you can now get tons of ideas from just one piece of text.

For example, with Storykit's AI, you just put in the text, like a blog article, pick a prompt like 'key points' or 'use the title', and it gives you lots of different content options.

It's almost like you have to try to run out of ideas now.

4. Don’t feel that video is needed

As I mentioned earlier, back in my last job, when I was creating other forms of content, I kept thinking: do I really need to add video into the mix?

Well let’s revisit the stats:  

  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text
  • 66% of viewers find short-form video to be the most engaging type of content on social media
  • 91% of people say they want to see more online videos from brands in 2023

The truth is that video outperforms... well everything.

It doesn't matter whether you're selling shoes, computer software, or providing consulting services. Video captures attention and makes complex information easy to understand. 

But here's the key: integrating video doesn't necessitate the abandonment of your blog or other content strategies. Instead, it enhances them. You can channel more attention toward the valuable information you're already sharing and seamlessly complement it; using videos to reinforce your message and engage your audience even further.

5. Unable to convince key decision-makers of the need to invest in video

In this scenario, it was me that needed the convincing. How could video really help us? What could I track? 

1. KPIs: What matters most to decision-makers? It's achieving objectives. Whether it's about boosting social media followers or elevating engagement levels, video has the power to make it happen. Here are two real-world instances where different companies, not only met but exceeded their KPIs by leveraging video: 

2. ROIs: Who doesn't love seeing a return on their investment? In a world where every penny counts, reluctance to invest often stems from a fear of squandering resources. Presenting a few compelling examples can quickly help those concerns:

The bottom line is, demonstrating these tangible successes can transform skepticism into enthusiastic support, making it clear that video investment is not just a valuable addition but a necessary strategic move.

6. Believe that video is too expensive

This point often resonates with companies envisioning high-production hollywood style videos. Riverside reports that corporate videos can carry costs ranging from $500 to $10,000 per minute of content—a hefty price tag, especially for small businesses like mine was. 

Consider the alternative: hiring a video expert, investing in top-tier equipment, and dedicating countless hours to the project. The costs, both in time and money, can skyrocket.

And that's not even factoring in the learning curve if you decide to go the DIY route. In my head I was saving us money by not investing in easier software, but really it was costing more in time.

Enter AI video software like Storykit.

Not only does it churn out professional-grade videos in a snap, but the cost per video is a fraction of traditional methods. When you weigh the benefits against the costs, opting for an AI-driven solution like Storykit is, quite frankly, a no-brainer.

It's efficient, cost-effective, and delivers quality — making it a win-win for businesses of all sizes (Yes, I'm biased, but once you try it, I bet you'll feel the same way.).

Have a look at how it works in the video below: 

7. Have difficulty creating an effective video strategy

This was undoubtedly one of my biggest roadblocks. Crafting a video strategy seemed as complex as rocket science.

I was apprehensive about bombarding our audience with too many videos and potentially driving them away. I fretted over the types of videos to make and how often I could repost them. Honestly, I was scared of everything.

Then came the revelation: the secret to a successful video strategy is to stop overthinking.

Share videos frequently — once a day, even twice if you wish. Don't worry about scaring off your audience, especially when you are first getting started. 

The most important thing is to post a lot. Then look carefully at what works/resonates, and what doesn’t, so you learn what your audience likes.

For example, we know that our audience loves when we give them advice on running paid campaigns on LinkedIn.

If you post something that is a bit off base now and again, they'll simply scroll past. It’s not the end of the world.

And then there's the content planning puzzle.

Here's the truth: you don't necessarily need a rigid plan. You can work day to day and generate videos from the content you already possess: blog articles, case studies, your web pages, industry stats (don’t forget to cite your sources).

And then as you learn what your audience likes, you can start batching out videos using topics that you see resonating and schedule their release. Our Community Manager, Heidi, has had different approaches when doing this.

During the summer she maintained a spreadsheet with article links and four videos she had crafted from them. She then scheduled these out for daily posts across our platforms while she was on vacation.

Storykit social media video content plan for summer

In the past, she followed two-week cycles using one article, and before that, she approached it more intuitively. The result? She successfully grew our follower count to over 10,000 on LinkedIn.

You can learn more about her approach here:

'How to get more LinkedIn followers (we reached 10,000 by doing this)'

Remember, you can indeed formulate an intricate strategy if you wish. However, if you're already armed with a content strategy, you essentially possess a video strategy too. You're merely repackaging existing content in a fresh format.

Yes, it truly can be that straightforward.

Main takeaways when navigating top video marketing challenges

  • Video creation does not need to be a special skill. Use AI technology, like Storykit AI, to transform written content into videos instantly (e.g., articles, product descriptions, case studies).
  • Video shouldn’t be viewed as a separate marketing initiative. Videos can complement and enhance existing content strategies.
  • Embrace text-based videos for marketing, which are engaging and don't require extensive editing.
  • Use tools like Storykit to make personal footage look professional.
  • You don’t need new ideas. Any text can be potential video content and you can utilize AI to generate diverse content ideas from given text or input.
  • Video outperforms other mediums in terms of engagement and is pivotal in achieving KPIs and simplifying complex information.
  • Video creation doesn’t have to be expensive if you have the right tools.
  • Avoid overthinking; post videos frequently and observe audience reactions.

Embracing video for your marketing endeavours is a must for everyone

It took me a while to grasp all of this because I used to approach video marketing in a complex way. But here's the truth — it's not.

Anyone can step into the role of a video creator. Your video strategy can seamlessly align with your existing content plan. And the need for a specialized agency to achieve a professional look is unnecessary.

My journey has been a learning curve, and I hope my experiences can ignite your enthusiasm for video and empower you to believe that you're fully capable of mastering it.

Ready to create high quality videos?
Try Storykit today.

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