Avoiding Unrealistic Video Expectations in Marketing
According to Wyzowl’s 2023 Video Marketing Statistics, 91% of businesses use video as a marketing tool. This is up from 61% in 2016. These numbers show a clear trend: companies are embracing video as a key element of their marketing strategy. However, the importance of video comes with its own set of challenges. Many marketers and business owners jump into video production with unrealistic expectations. This can can lead to disastrous outcomes—including abandoning the project altogether.
Why does this happen? The root cause often lies in a disconnect between expectations and reality. When business owners or marketers have lofty goals but fail to grasp the complexity and resources required for video production, the project is almost destined for failure. Let’s break down why this happens and how to avoid it.
The Appeal of Video and the Reality Behind It
Businesses today are eager to use video marketing to boost their brand, generate leads, and engage their audience. After all, the stats are compelling:
- 88% of marketers say video marketing has helped them increase traffic.
- 80% say it has directly increased sales.
- 96% say people have watched explainer videos to learn more about a product or service (Wyzowl).
Given these numbers, it’s easy for business owners and marketers to have high expectations for video content. They expect a few videos to yield immediate results: going viral, converting leads overnight, or establishing brand authority after just one or two campaigns. This optimism is understandable, but it’s also where many video projects go wrong.
Unrealistic Expectation #1: Overnight Success
The Problem: Many marketers fall into the trap of thinking that creating a single viral video will skyrocket their business to success. They may look at examples like Dollar Shave Club’s infamous “Our Blades Are F***ing Great” viral campaign and think they can replicate the same results with minimal effort. But they overlook that these success stories usually come after years of strategy, refinement, and trial and error.
The Reality: Viral success is not a strategy; it’s an unpredictable event. According to HubSpot, only 1 in 3 consumers say they are more likely to share a video if it’s funny or emotionally charged—so chasing virality is not a dependable route for every business.
Video marketing is a marathon, not a sprint. Marketers should shift their focus from immediate viral success to building a consistent, sustainable video strategy. A 2022 Social Media Examiner study found that businesses using videos consistently are 83% more likely to generate leads than those who use them sporadically.
The Solution: Set realistic KPIs that track gradual growth—such as engagement rates, website traffic, or email sign-ups—instead of focusing solely on the elusive goal of virality.
Unrealistic Expectation #2: Underestimating Time and Resources
The Problem: Another common issue is the misconception that creating high-quality video content is fast, easy, and cheap. Marketers often expect to churn out polished videos in a matter of days and for a fraction of the cost. This can lead to last-minute requests, rushed timelines, and ultimately, disappointing results.
The Reality: In reality, even a simple 1-2 minute marketing video can take weeks or even months to plan, shoot, edit, and finalize. A full-fledged production might involve multiple phases. Pre-production, scriptwriting, storyboarding, casting, location scouting, shooting, editing, and revisions—all of which require time, money, and expertise. According to the Small Business Video Production Report, 34% of marketers cite “lack of time” as a significant challenge, while 40% say “lack of budget” is the biggest roadblock to creating video content.
The Solution: To avoid disappointment, marketers need to develop a realistic understanding of the resources required. They should work closely with a professional video production team to establish timelines and budgets that account for each stage of the project. Consider outsourcing aspects of the production if necessary, and plan ahead to give the project the time it deserves.
Unrealistic Expectation #3: Assuming One Video Will Do the Job
The Problem: It’s not uncommon for businesses to think they can create one “perfect” video and expect it to serve all their marketing needs—driving sales, building brand awareness, and providing long-term results. This “set it and forget it” mindset is one of the biggest culprits behind abandoned projects.
The Reality: In most cases, a single video is not enough. Businesses need a variety of videos tailored to specific stages of the customer journey. A brand awareness video designed to introduce your company may not be suitable for converting leads at the decision-making stage. Different videos serve different purposes. Explainer videos, testimonials, product demos, tutorials, and customer success stories all have unique roles in moving prospects through the funnel.
According to Vidyard’s Video in Business Benchmark Report, 73% of marketers say they are planning to increase their use of video in the future precisely because one video alone won’t achieve their goals.
The Solution: Create a multi-video content plan that aligns with your broader marketing objectives. This may include a series of videos that complement one another. Each designed to address different touchpoints in the buyer’s journey. By thinking long-term, you’ll be less likely to abandon projects halfway through because you’ll already have a roadmap in place.
Unrealistic Expectation #4: Expecting Perfection on the First Try
The Problem: Some business owners enter the video production process expecting everything to go perfectly the first time around. They assume there won’t be any revisions, unforeseen delays, or changes in direction. When reality doesn’t match these expectations, they may become frustrated and choose to abandon the project.
The Reality: Video production is an iterative process. According to Filmmaker IQ, the average video project goes through at least two rounds of revisions. Larger projects often require more. Technical issues, script adjustments, and even last-minute changes in branding can require additional editing, all of which adds time and cost to the project. Marketers need to understand that it’s normal for a project to evolve as it progresses.
The Solution: Build flexibility into your expectations from the start. Plan for revisions and expect that the first cut might not be the final product. Work collaboratively with your video production team to troubleshoot any issues and make necessary adjustments without losing sight of the end goal.
The Cost of Abandoning Video Projects
When unrealistic expectations go unchecked, they can cause frustration, tension, and ultimately, the decision to abandon the project entirely. This can be detrimental not only to the company’s marketing efforts but also to its budget and resources. According to Gartner, 70% of digital projects are abandoned before completion, often due to unrealistic expectations and poor planning.
Abandoning a video project midway through means wasting valuable time, money, and resources. It can also lead to missed opportunities. Video content that could have driven traffic, conversions, and sales is left on the cutting room floor. For business owners and marketers who want to stay competitive, it’s essential to set clear, realistic expectations from the outset and commit to seeing the project through to completion.
Conclusion: Setting Realistic Expectations for Video Success
Video marketing is a powerful tool, but it’s not a magic bullet. Unrealistic expectations can quickly derail a project and lead to disappointment, frustration, and ultimately, abandonment. Understand the reality behind video production and setting achievable goals. Marketers and business owners can ensure their video projects are successful and deliver long-term value.
Avoid the trap of expecting overnight success, underestimating resources, or banking on perfection. Video marketing is a journey, and with the right mindset and approach, it can yield incredible results for your business.
