By all accounts, 2015 is the year of video. At least that’s what every marketer is telling anyone who’ll listen. The conventional wisdom is that video leads to engagement. That may be true, but engagement doesn’t pay the mortgage. Then there’s transparency. “Show the world your behind the scenes action,” we’re told. But is that a good thing?
Sometimes it’s not.
Video is no longer a rarity. New services like Meerkat and Periscope have consumed the mindset of many respectable marketers. They are now falling over themselves to be a part of the movement. But in the march to be a part of the 2015 video elite, I believe than many marketers are putting themselves in jeopardy.
Consider the modern selfie. As mocked as it is, it’s done by probably everyone you can think of. On one side, you have beautiful well considered selfies and on the other side are the selfies of people who failed to realize that they caught a reflection of themselves half naked on the toilet. The same can be said about the new mobile video streaming services. The rush to be on the platforms is causing many to forego branding or quality control.
I know people who have produced exceptional content from their messy bedroom. That’s a great look behind the scenes, but the medium can sometimes be the message. This has the effect of undermining the creator’s value. A business that wants to hire that creator may expect that the price should be comparable to the messiness. That’s perfectly fair considering the presentation. If you want to make big bucks, present yourself like you deserve it. It doesn’t take a lot of effort to clean up that laundry pile.
Make your video look good to the audience that pays you in money, not likes.
These are my 300 words for the day. I am Ralph M. Rivera.[line]
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