Is Bad Video Killing Your Brand?
Two years ago (2010), I was asked by a colleague whether he should bother to create a video for his company’s website. At the time, there were rumours that Google was considering ranking sites with video higher than those without, so I told him to get a camera, make something to show off his projects, and put it on the front page of his website.
In 2011, I worked with YouTube at VidCon in Los Angeles. The landscape had already changed, with a plethora of HD cameras available, video bloggers were now creating their own YouTube channels and getting out there. With minimal resources, they were creating 2-minute pieces of inventiveness, and Google had openly proclaimed that videos did indeed help websites achieve higher rankings.
So here we are, approaching the end of 2012 and wondering if the Mayans will be proved right. The reality is, whatever the outcome on 21st December, I can guarantee someone will film it, edit it, add titles and effects, then put it up on the web. Because that is what people expect now!
YouTube is now the second biggest search engine on the web. The accepted route for people researching products, services or companies is: look it up on Google, and then search for a video on YouTube. But here’s the kicker: the landscape has changed again, and the stakes are higher now. People’s expectations of what they see have risen. If a 14 year old skateboarder is willing to spend £200 of his pocket money on an action camera that he can strap on to his helmet, so he can record an amazing amount of creative ways to break his bones, just to score an audience on YouTube…then you have to ask yourself, “Are we working hard enough to capture our target audience?”
Making a good video is not a major investment anymore, so when people see bad, uninventive company videos, they see the brand in a negative light. Believe me when I say Bad Video Kills! The days of shaky, poorly lit and hard to hear videos are gone, and companies that continue to use them will suffer financially, as sure as MPs insult policemen.
It is a brave new Hi Definition world out there and those with vision will capture its treasures. So the next time you are struggling to stay awake during a marathon PowerPoint presentation or you find yourself squinting at a blurry product video, remember that limping skateboarder with 2 million fans.
Mark Alexander Todd,
Guvnor Media Ltd –Intelligent Marketing