My philosophy of video is that it should provide information, entertain, enhance marketing efforts and messaging, and reinforce brand. There are times, however, when it can backfire on the publisher/communicator:
- when it's done too much
- when the quality is lacking, either on the video or audio side
- when the content is dull
A favorite blogger who I have heard speak many times, recently sent at least 12 new videos from a trip he is currently on. This is a person who has always advocated that "less is more," so I was surprised to see this amount, which I do not have time to watch, by the way, so I deleted the message. If he had sent one really good video about his trip, I would have watched it.
Another blogger I generally enjoy, recently sent a video about the virtues of --you guessed it--creating video. It was long (over 3 minutes), and included a lot of circular discussion about video without any how to's or pointers. The video added absolutely nothing to her brand or expertise, and in fact damaged it, as for some reason she had another pop up sign up video appear on the same screen. Double videos? I don't think so. I'm keeping my subscription, but am pretty likely not to click on her videos again. If she had done a video about tips on creating or uploading them, or maybe links to some of her favorites, I would have watched it.
Another very prominent blogger whose books I love and have actually been promoting, posted a video a few months ago, where he was in a hotel room in the middle of the night, and had ordered room service. So while he was talking away about social media, we got to see and hear him munching away on his room service meal. Maybe this was his way of creating intimacy, but it seemed awkward. Ever heard of the phrase: "don't talk with your mouth full?" If he had created the same video and waited until after he had eaten, I would have watched and enjoyed it.
Here's a video I always love to watch, for those looking for great ideas.
Takeway message: be mindful of what, how much, and why you are posting video, so that you enhance your brand rather then take away from it. And remember, too much of anything can just seem, well...old fashioned.
What do you think?