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Lights! Camera! Relax…
Spastic Website Videos Fall Short. |
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Online Video is finally coming into it’s own, but most business website videos should follow a disclaimer that reads, "Warning, May Cause Seizures."
Sweet-merciful-crap people, if I hear another web video proponent melodramatically whisper the word "revolutionary", or cram an exploding sound effect under a spastic graphic, I'm going to start taking down names so I know who's ass to kick, and in what order. The phrase "cutting edge" only earns a punch in the nose. Not nearly as embarrassing, but effective nonetheless.
Really, what is so revolutionary about online video? The Internet has been around, video has been around even longer. The two discover each other (which was no big surprise) and suddenly businesses forget to take their Ritalin?
Did you know that most productions houses (tv and web video) are filled with guys that really wished they were working on the next Matrix? Guess who gets to pay for those hollywood yearnings.
They’re more than happy to make you a digitally streaming seizure set to aggressive techno music. Honestly, what is communicated with hyper thump and twitch presentations?
Best case scenario, the viewer thinks, “They put a lot of money into that video. I guess they’re successful enough to make a profit.”
Beyond that, it’s just chest thumping and buzzwords, neither of which build credibility. Which is a shame, because your website video is the ideal place to draw them closer to you with a credible, sincere, and brief (it’s important) presentation.
I have a suspicion that marketers are bored. Not just bored, but BORED. Bored enough to take a media evolution that we've been waiting on for a while, and mindlessly drooling all over it with contrived sizzle, tired terminology and shallow glitz.
Is it possible to be so bored that a brain's synapses can lower their frequency into the celestial vibrations of the space-time continuum, tearing into the very fabric of our universe and propelling that brain's consciousness back into the late 80's. That's the only way I can conceive this migration towards shallow fluff and buzzwordyness.
Here's a few hints:
Yes, consumer bandwidth capabilities are growing with each passing week.
Yes, online video can be one of the most efficient media outlets. Variables include your traffic, file size and delivery method.
Yes, you can potentially make deeper connections more quickly, with more people. But the message matters.
Yes, it makes video more dynamic and interactive - but the real potential for interactivity has NOT been realized yet.
No, the world isn't watching you. Your analytics will tell you that.
No, it's not the be-all end-all solution to marketing. Use it to convince already interested people that you're worth doing business with.
No, most marketers don't know the behavioral preferences of TV viewers versus Online viewers. The oversimplified answer: Less performing, more delivering.
No, your video isn't going to have a viral effect that draws millions of visitors to you. That statement will only be wrong .0001% of the time.
Be honest, be clear, and be brief. You have only as long as a song (about 3 minutes) to make your point(s). If you can do all that while maintaining credibility, you're way ahead of the game. About 20 years ahead...
Sure, online video is fresh and exciting with untapped opportunities. And I love the new car smell just as much as the next guy, but that's no reason to fill the interior with hookers and blow. Want to show off your new ride? Keep it between the lines and give your visitors a cruise in the direction they want to go in.
If you want them to become more than a visitor, understand their needs, mean what you say, and deliver it. You don't buy into contrived campaigns or artificial styles. Neither do your customers. They've already chosen to visit you, now it's time to stop hyping and start connecting.
 Read About Rex Williams
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Lights! Camera! Relax…
Over-The-Top Website Videos Fall Short. |
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Online Video is finally coming into it’s own, but most business website videos should follow a disclaimer that reads, "Warning, May Cause Seizures."
Sweet-merciful-crap people, if I hear another web video proponent melodramatically whisper the word "revolutionary", or cram an exploding sound effect under a spastic graphic, I'm going to start taking down names so I know who's ass to kick, and in what order. The phrase "cutting edge" only earns a punch in the nose. Not nearly as embarrassing, but effective nonetheless.
Really, what is so revolutionary about online video? The Internet has been around, video has been around even longer. The two discover each other (which was no big surprise) and suddenly businesses forget to take their Ritalin?
Did you know that most productions houses (tv and web video) are filled with guys that really wished they were working on the next Matrix? Guess who gets to pay for those hollywood yearnings.
They’re more than happy to make you a digitally streaming seizure set to aggressive techno music. Honestly, what is communicated with hyper thump and twitch presentations?
Best case scenario, the viewer thinks, “They put a lot of money into that video. I guess they’re successful enough to make a profit.”
Beyond that, it’s just chest thumping and buzzwords, neither of which build credibility. Which is a shame, because your website video is the ideal place to draw them closer to you with a credible, sincere, and brief (it’s important) presentation.
I have a suspicion that marketers are bored. Not just bored, but BORED. Bored enough to take a media evolution that we've been waiting on for a while, and mindlessly drooling all over it with contrived sizzle, tired terminology and shallow glitz.
Is it possible to be so bored that a brain's synapses can lower their frequency into the celestial vibrations of the space-time continuum, tearing into the very fabric of our universe and propelling that brain's consciousness back into the late 80's. That's the only way I can conceive this migration towards shallow fluff and buzzwordyness.
Here's a few hints:
Yes, consumer bandwidth capabilities are growing with each passing week.
Yes, online video can be one of the most efficient media outlets. Variables include your traffic, file size and delivery method.
Yes, you can potentially make deeper connections more quickly, with more people. But the message matters.
Yes, it makes video more dynamic and interactive - but the real potential for interactivity has NOT been realized yet.
No, the world isn't watching you. Your analytics will tell you that.
No, it's not the be-all end-all solution to marketing. Use it to convince already interested people that you're worth doing business with.
No, most marketers don't know the behavioral preferences of TV viewers versus Online viewers. The oversimplified answer: Less performing, more delivering.
No, your video isn't going to have a viral effect that draws millions of visitors to you. That statement will only be wrong .0001% of the time.
Be honest, be clear, and be brief. You have only as long as a song (about 3 minutes) to make your point(s). If you can do all that while maintaining credibility, you're way ahead of the game. About 20 years ahead
Sure, online video is fresh and exciting with untapped opportunities. And I love the new car smell just as much as the next guy, but that's no reason to fill the interior with hookers and blow. Want to show off your new ride? Keep it between the lines and give your visitors a cruise in the direction they want to go in.
If you want them to become more than a visitor, understand their needs, mean what you say, and deliver it. You don't buy into contrived campaigns or artificial styles. Neither do your customers. They've already chosen to visit you, now it's time to stop hyping and start connecting.
Read About Rex Williams
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Just Announced
Apple gets into the phone business. |
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 MacWorld San Francisco 2007 Keynote Live Coverage
Right now, 11:59am *central, Apple is unveiling their new iPhone. Fair warning, my mac-fanboy may be jumping the gun here, but the preliminary details are interesting enough to give a heads up.
Because the info is being refreshed once a minute on an unofficial mac site, this post may be may be deleted later so hit the jump now if you’re interested. I don’t know if that page will have relevant information later.
*3:53pm edit*
Apple has their official page up for the iPhone now. All of the polished details make for an efficient workflow. I've heard its only going to be through Cingular though.
Read About Rex Williams
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Get Organized In ‘07
Keep your to-dos, notes, ideas, and schedule online with Backpack. |
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 For all of you freebie junkies who could use some help coordinating the details in your life, here’s backpackit.com.
Last week I stared using the free tool and actually got the hang of it within 10 minutes of poking around. After upgrading to get a few more goodies, I’m making notes, tracking potential projects, monitoring current projects, general to-dos, website needs (it never ends), inviting partners to collaborate on virtual whiteboards and maintaining a schedule that’s not on Post-Its.
Because it’s online, I can access all of those details from any computer, which is probably the reason I’m still using it after a week.
If you’re yawning, it’s probably because this stuff is easy for you. But if you’re organizational efforts have ever consisted of strategically placed piles, you should start loving me right about now.
Read About Rex Williams
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Next Page
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Anyone who’s ever been involved in productions can appreciate this. These YouTube clips came across my desktop just as a “