Just Because Everyone Can Do a Video Doesn’t Mean Everyone Should
July 15, 2008 10:31 AM
I wonder if we’re going to have a Web video glut soon.
It seems everyone—every marketer, every business, every site—wants to start a video show. And while I would never want to discourage the growth and experimentation in Web video, I have to wonder if videos make sense for everyone.
Yes, I do believe in the power of video messaging. And I do believe in the democratization of Web video. So I say, “Try it!”
But you need to have a reason to do it. If you’re a marketer, you need a specific branding purpose behind the video. If you’re a personality, you need a shtick. If you’re a CEO, you need a focus for your show.
I had this discussion yesterday with attendees at the Metzger New Media Summit in Boulder, Colo. That’s a private conference produced by the Boulder public relations firm Metzger Associates to help marketers and public relations executives make better use of new media.
Doyle Albee, president of the firm, told me that he has explored whether it makes sense for his company to produce some sort of weekly webcast or Web series, sort of a “Metzger Minute.” It’s an interesting idea, he said, but right now it’s not in the cards. And that’s because there isn’t a reason to do one at the moment, he said.
I liked his response because it recognizes that just because you can do something doesn’t mean you should. Or that you need to. Sometimes a blog is enough. Sometime a Web site is enough. And sometimes even just a phone call, memo or e-mail can convey the same point.