Online Video – No Pain, No Gain?
uStudio | Industry Trends
uStudio | Industry Trends
A friend of mine sent me a link the other day to an article on Pandodaily titled Online Video is a Pain in the Ass. As someone who has chosen to spend the last 7+ years working in this pain in the a#$ medium, I thought I’d tell you why.
Put simply, if a picture is worth 1,000 words, then a single minute of video — which typically packs 24 images every second – must be worth something far greater. Dr. James McQuivey of Forrester Research says that watching a minute of video is the equivalent of reading 1.8 million words. I think he’s close.
I promise not to extoll all the virtues of using video for your business; I think that’s a base well covered by the blogosphere. (A single search yields countless articles; this one is a favorite.)
Rather, I’d like to tackle some of the painful “problems” with video set forth by the article’s author. Before diving in, it’s important to note that the author is discussing the use of video in the context of a website’s audience monetization strategy, which — as most know, is a very specific use case. As such, I’ve pulled out the issues with broader applicability:
Don’t let others scare you into thinking that there’s nothing to be gained from video except pain. Accessible and available technology is making it easier to manage and distribute video–from automatic multi-platform encoding to keeping up with shifting video metadata specs and non-standard stats. It’s the model of sophisticated technology simplified and empowering the (non-tech) user.
The hard part of video is actually something technology can’t replace –strategic thinking. That’s a pain everyone should embrace. Focus on answering the eternal marketing questions: What’s right for a given audience? How much should I spend? Which sites should I post to? Who do I need on my team? How can we use new tools to do more with less? Can I sell this to the rest of my team or my partners and customers?
The value of video is getting the right story to the right audience at the right time. That’s the value real Video leaders bring. Remember a minute is worth 1.8 million words. Take advantage of that opportunity.
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