Every tech company wants to attract customers, gain market share, and exit successfully.
A finely tuned video strategy can help you achieve these goals, but we see a lot of companies get in their own way by holding onto a few persistent myths.
Below we debunk 3 Myths About Using Video To Grow Your Tech Company.
Myth 1: AI Can Solve My Video Needs
“There are AI products that can assist in producing videos. There are even AI avatars I can use in videos to mimic humans. We’re just going to use these new tools to be more efficient.”
Reality Check: Don’t mistake efficiency for utility. The No. 1 currency in tech is trust, and while AI tools are improving, beware of the uncanny valley, which is the unsettling feeling of discomfort we get when a non-human entity, such as a robot or avatar, looks and acts almost but not quite perfectly human.
We’re pro-AI and see huge opportunities for improvements in video workflow with these tools, but we also see a growing need for tech companies to lean into their humanity as a competitive differentiator.
Myth 2: Video Has No Impact On Search
“I know video is important, but I need to focus more on my search rankings, especially with the rise of Google AI overviews and ChatGPT. That’s more of a priority since discoverability is so vital and competition is so fierce.”
Reality Check: Search is transforming quickly, and video now has an outsized impact on your brand’s discoverability. Consider these data points:
- 13.1% of Google search queries triggered AI overviews in March 2025. That’s up from 6.5% in Jan. 2025 (SEMrush)
- YouTube citations within AI overviews grew 25% from Jan. 2025 – Feb. 2025 (BrightEdge)
- In May 2025, YouTube was the No. 1 recipient of AI chatbot referral traffic (eMarketer)
Put simply, as AI grows in usage, video is the best weapon in brands’ arsenals to maintain and grow their presence. Learn more here.
Myth 3: Video Is Only Important For Social Media
“We know video is important for social media. That’s not breaking news. We’re addressing this with creator content and other short-form video content filmed on employees’ mobile devices.”
Reality Check: The value of video extends far beyond social media, and short-form content is only one format (of many) to reach your audience. Consider these data points:
- More people watch YouTube on TV than any other device (Tubular Labs)
- YouTube ranks No. 1 in the U.S. in TV viewing time (Nielsen)
- >57% of YouTube’s minutes watched in 2025 (through May) were delivered by videos of 20+ minutes (Tubular Labs via Bloomberg)
Pay attention to people’s content consumption patterns. If you’re limiting your video strategy to low-budget, short-form content, you’re capping your growth. Learn more here.
Do you need help with your video strategy? Book a video discovery call here.
