Video. The Worst Thing For Your Marketing. Maybe.

Ralph M. RiveraVideo10 Comments

Video. The Worst Thing For Your Marketing. Maybe. Video is no longer a rarity. In the march to be a part to the 2015 video elite, I believe than many marketers are putting themselves in jeopardy.

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.

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Video. The Worst Thing For Your Marketing. Maybe. Video is no longer a rarity. In the march to be a part to the 2015 video elite, I believe than many marketers are putting themselves in jeopardy.

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Hi, I'm Ralph! I'm a web developer and founder of Rahvalor Interactive, a creative marketing services company based in Holmdel, New Jersey. I founded Rahvalor in 1999 with my wife and business partner Carol Lynn, and in January 2012 we created Web.Search.Social as a branded service offering that brings enterprise-level services to small businesses in an affordable way. My primary role is programming and development, and with 25 solid years of marketing experience behind me, I write, consult and develop strategy for our customers. I'm also the CTO of Triberr and I teach web development at Manhattan College in New York City. Carol Lynn and I live near the coast in central New Jersey, less than an hour from the place of my birth – the island of Manhattan. We are at the constant beck and call of Ash, our 17-year-old American Shorthair cat. I'm also trying to build a flux capacitor, but that's not going as well as the other stuff I do.
  • I agree – clean up the bedroom. BUT, I don’t agree that steaming video is necessarily a bad thing unless it is done at a professional event or in a fancy schmancy studio – or even an office.

    That’s the great thing about live streaming – people don’t expect perfect. Even if you share the archived version later, it’s still a fun behind-the-scenes look and isn’t meant to be polished.

    • Allow me to retort, My Red Headed Goddess.

      > BUT, I don’t agree that streaming video is necessarily
      > a bad thing unless it is done at a professional event
      > or in a fancy schmancy studio – or even an office.

      Who said that streaming video needed to be at a professional event or fancy schmancy studio? There’s a lot of grey between “clean up your bed” and “you *MUST* be in a studio.” I call straw man shenanigans on a claim I did not make. You should be ashamed of yourself. I have notified the authorities.

      > That’s the great thing about live streaming
      > – people don’t expect perfect.

      Define “people”. My comments are in the context of potential customers who might pay a content creator for marketing services. What are their expectations?

      > Even if you share the archived version later,
      > it’s still a fun behind-the-scenes look and
      > isn’t meant to be polished.

      Agreed on the fun part. But is the serious business owner looking to hire a marketing person that can produce “fun” or a marketing person that can provide a defined ROI?Much like likes, fun doesn’t pay the mortgage.

      Wanna fight it out on my show?

    • I would be in so much trouble. Between the cussing and the blood… lol.

  • Jeff Sieh

    I think the age of the viewer matters. My son will lay on his bed watching a movie when he could just as easily watch that same movie on his widescreen tv. So, as always, what audience are you trying to reach? A professional background may not matter to the younger generation, but they might not be the ones who buy your product or service. So Ralph makes some great points.

    Alisa makes some great points as well. A well done behind-the-scenes can really endear you to your audience, as long as you are providing value.

  • I’m sure your post is well worth the read, Ralph. If only I could see the text. On my screen, it’s so light, it blends right in with the white background. Yes, I’m old and so are my eyes.

  • Two glaring standouts for me, Ralph:

    ” … the medium can sometimes be the message” and ” … engagement doesn’t pay the mortgage.” Right and right on!

    Everyone needs to choose a marketing medium that not only works for them but suits their personal style. If someone who (when confronting reality) hates to write and selects blogging as their marketing platform, IT. WON’T. WORK.

    Although I enjoy watching videos, I’m not a fan of video marketing. And, honestly, I’m sick to death of selfies.

    Thanks again for the font adjustments. I love you more. 🙂