Image by williamcho

Image by williamcho

Video is one of the most powerful media available to the modern marketer. Never before has it been so cheap and easy to put video content in front of billions of consumers. YouTube just celebrated its sixth birthday and released some (quite frankly) ludicrous stats:

  • More than 48 hours of video are uploaded to YouTube every minute
  • YouTube serves more than 3 billion views-per-day

In the face of easy video production and uncanny levels of video consumption, I find myself pondering one question: why do marketers still make shitty videos?

I’ll probably write a few posts on this topic, but for now I want to leave everyone with some food for thought when considering video as a medium for your marketing efforts.

Before you make the video, do this little thought exercise:

Imagine it’s a rainy, cold Saturday afternoon and there is a marathon of your favorite TV show (Lost, House, Battlestar Galactica, etc.) You are more than happy to curl up and watch. In the middle of one of the episodes, you hear about a video online. If you wouldn’t stop watching a rerun of a show you enjoy to check out the video, THEN DON’T BOTHER MAKING IT.

99.9% of all brand videos fail this test.

Save yourself time and money. Don’t make videos that suck.

Written by Matt Peters
Matt is the Co-Founder and CEO of Pandemic Labs, and enjoys thinking about, writing about, and talking about social media marketing whenever someone will let him.