Social video is all the rage right now – and with good reason. It’s estimated that social media users are now watching 80% more Instagram video content and 4 times more Facebook live content than they did in 2016. And the social video sharing site YouTube reaches more young adults aged (18-49) than do broadcast or cable TV networks, and that’s only on smart devices.

Social video popularity doesn’t show any signs of slowing down. With more than a 60% of marketers reporting that they will up their social video marketing budget in 2018, we are in for big surprise. There’s more. According to Cisco, video content is projected to account for a whopping 82% of all internet traffic by the year 2021.

Despite being hot, there are a few critics of social media marketing with video. In this article, we shall dispel some common myths associated with the social video.

That Video Requires High Spends On Getting Actual Footage Shot and Professional Editing

Some marketers shy away from taking advantage of social video because they think it will cost them lots of money to get the actual footage and professional editing. That can’t be further from the truth. Sure, you have to put some effort to see to it that your video footage comes out great. But, with nifty video editing tools like Promo, getting your social video up and running is effortlessly easy and won’t break the bank. Also, with cheap camera equipment, you can easily and cheaply get your raw footage.

That Mobile-Friendly Video Needs To Be Vertical

This myth is quite rampant with newbies to social video. Unlike desktop websites where viewers don’t scroll, mobile social apps allow easy viewing of non-vertically oriented video frames. In fact, Facebook has revealed that clips designed with the 1:1 ratio depict an increment in completion rate by more than 67%. The video research company Buffer also showed that square video encourages more social media engagement than vertical video.

That YouTube is Dead

What a fallacy, right? With the entry of Twitch, Facebook, Instagram, Snapchat, Periscope, and Vimeo into the video-sharing scene, it’s not hard to see why people would think the days of YouTube are numbered. But, the stats tell a different story. With more than a whopping 150 million unique viewers each month, YouTube is still the king of the self-serve video-sharing market.

That Video Should Not Be Longer Than 3 Minutes

With more content on the web than ever before, it’s easy to think that people wouldn’t tolerate a video longer than 3 minutes. However, data from Facebook reveals that ROI from video increases in tandem with view duration.

Don’t be fooled by these myths – social video is here to stay.

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Preeti specializes in covering brands, marketing innovation and consumer trends.