Video is coming, it’s here, it’s real, and it’s not going away. It makes me happy that there is some high quality content being created for Agents, and tools to enhance communication. What I don’t like about video is it’s non-interactive nature, and the sluggish pace that it churns out information. It’s great for some things (some tutorials, house tours, testamonils), and for those things there’s no equivalent.
But, for a lot of things (other tutorials, deep analysis, and even advocating positions), the format is such that you can’t quickly extract the content YOU want. There’s got a 1-2 minute investment in whatever your watching to see if you’re going to learn what you want–compared with the speed of glancing at a stack of RSSfeeds and quickly seeing if it’s valuable. This is a function of the format and an inherent limitation of video itself. I continually find my attention wandering and myself perpetually on the verge of hitting alt-f4 to shut the video up. For every good example, of what Video can do to enhance the consumer experience there are countless bad examples (with preroll credits and more crap).
I’m BRAND new at messing with video. I’ll get real good at it real soon. It’s a communication tool, and I am getting over my inherent dislike of it. I’m not yet expert, but I’ve made some promises to myself as to what all of my videos are gonna be like, in true Bloodhound fashion, I submit it for your criticism and review.
- Content Dense: If it’s in video, it’s gotta deliver on the promise of being content dense. That doesn’t always mean talking fast. It means ensuring that there is content.
- Quick Preview: spend the first 5 seconds previewing what you’re gonna give ’em, not on some insipid preroll liner. People will relax, or change the channel.
- Deliver the content as fast as it can be effectively communicated. Similar to content density, we want to make sure we know that video is grabbing attention. No filler. Fast-as-possible exchange of information. Remember: they can go back if they missed something, so let’s not condescend.
- Focus on ONE topic per video, unless they know you. Rambling is for blog posts, twitter tweets, and other nonsense. If you’re going to have the audacity make a video, show ’em what they came for, then let ’em go.
- Once You’ve Delivered, Then Call to Action. If you did what you said you would at the open, you earned the right to ask people to do what you want. Those people can watch longer videos, manifestos, etc.
Right now, I’m using Camista Studio to produce my videos, but I’ve got some other tools if I don’t find this to be adequate. As a (for now) PC guy, I seem to start from a disadvantage…but we can always overcome that.
Am I on the right track? What other rules should we use to make video that doesn’t make me want to claw my eyes out?
Steve Jagger - Reachd Video Training says:
Being quick and opinionated is the way to go. Quick and frequent videos that are on a very specific topic and are updated as much as you would update a blog is the way to go. Here is an agent using video to get his thoughts out there –
http://www.ianwatt.ca/Ian-Watt-Video-Blog-Vancouver-Real-Estate.ubr
Its not just for listings. 🙂
June 3, 2008 — 9:54 am
Patrick says:
Hey Chris,
The Quick Preview, or “Coming attractions”, and then a call to action are simple yet overlooked details. Thanks I will begin implementing them today.
June 3, 2008 — 10:25 am
Tim Harris says:
Ok, this comment does have some self-serving aspects…but, here is our video channel. This is a new channel and the views so far have been far greater than we could of ever hoped for.
http://www.HREU.tv
June 3, 2008 — 12:13 pm
Graeme K. Brown says:
Chris:
Without sounding self-serving, the list of qualities that you plan to implement in video are basically tenets of our work @ TurnHere. com
I think one of the great misunderstandings about video is that anyone can do it. Video as a marketing tool can be damaging if it is done without expertise. Much like any other form of communication, video requires a skill-set that is learned through training, practice, and repetition. That is not to say there isn’t a use for self-made video, rather it is a comment on how/if/when professional video should be used alternatively.
–Graeme
June 4, 2008 — 2:12 pm
Steve Jagger - Reachd Video Training says:
@ Graeme – “I think one of the great misunderstandings about video is that anyone can do it”
Anyone can create video. It’s about the content not necessarily the quality.
June 4, 2008 — 3:04 pm
Morgan says:
Chris,
I definitely biased because my career is now in making great video but here’s what I’ve learned in the first 6 months on the job:
– It’s easy to make bad video. It’s hard to make really great video.
– Bad video can kill your brand and turn off customers from hearing from you (just as you said the dreaded Alt-F4). Even worse than closing your video they probably leave your site and never return.
– Most businesses don’t record their own radio ads, design their own newspaper ads and shouldn’t be shooting their own video.
– The medium is the message. A video that is authentic, engaging and aesthetically pleasing works wonders. One that is over-produced, full of sales pitches and has no continuity or story doesn’t work.
– Web video is not just TV video re-purposed for the web site. Thinking of video like television ads for the Web is the wrong approach.
Like any medium, video has its pros and cons. And just like a bad blog post, cheesy radio spot or misspelling in a home flyer execution can make the difference between a video that produces return on investment or not.
June 4, 2008 — 3:39 pm
Genuine Chris Johnson says:
@morgan/graeme
Sounds elitist. THe Blair Witch Project vs. Studio movies. Kontent is King, and that’s unkontestable.
A moron can’t do anything.
Let’s realize together that most people are morons, and BHB isn’t for them. OK? That clears the playing field a little bit. Even Blown Mortgage TV did what it did.
NON MORONS that have the ability to respond to feedback can make/create/produce good video if the content is strong enough. ZeFrank taught himself video very publically.
So can I.
So can anyone.
Now, that doesn’t mean I wouldn’t turn to turnhere etc for help. But don’t get all harrumphy if someone produces killer content.
June 4, 2008 — 3:43 pm
Morgan says:
You certainly can make great content Chris – you’ve proven that repeatedly. But for every person that can take the time to make a great video there are people who make videos that don’t work and don’t look good. It’s not elitist – it’s fact. To wit: of the millions of videos played each day on You Tube the average viewing time is 10 seconds. Why? Because most videos don’t meet the needs of the viewers (i.e. not good).
Your argument about Blair Witch vs. Studio is not a realistic comparison. The Blair Witch project was made by film students with a very strong story, a very strong aesthetic and with a lot of thought and intent put in to the production. Their filmmaking was only trumped by their marketing. Blair Witch vs. Indiana Jones is completely different than me with the video camera vs. a professional filmmaker. The reason I stopped with video on Blown Mortgage is that it IS REALLY HARD to make great, engaging content.
I’m not advocating that everyone use TurnHere – that would be silly. I also would never get harrumphy if someone created their own killer content. Online video isn’t a sandbox market, it’s a pristine beach that stretches for miles. There’s room for everyone and every type of creation. TurnHere is not for everyone and there are lots of other great service providers out there with different product types from MLBroadcast.com to WellcomeMat to others.
What I am advocating is that when you decide to produce something for your business it needs to be 1) good and 2) worth your time. Since good video is hard and can be time consuming it is important to question whether creating your own videos is the right approach to the medium.
June 4, 2008 — 3:55 pm
Graeme K. Brown says:
I would merely suggest that much like other mediums, there is a lot more that goes into a “strong” video than it seems at first glance. Just because someone has the technology to create something, doesn’t mean what they create is any good.
June 4, 2008 — 5:01 pm
Graeme K. Brown says:
(cont.) …Of course we want people to make video and experiment with and embrace video because the more people that see video as an important and growing online communication tool the more our collective understanding of the best way to use video online improves companies and individuals alike.
June 4, 2008 — 5:11 pm
Genuine Chris Johnson says:
What does sun tzu say about speed?
That’s the point. An individual can get content out faster than you can. If it’s handled with baseline competence (or better, continuous improvement from any baseline), it will make TurnHere and your ilk just vendors with their hands out.
I say this not knowing squat abotu what you do, but from my own bias that whenever anyone says, “oooh, too hard,” they are often just the man behind the curtain keeping modest secrets fro m the rest of us.
Author created video FEELS closer to the source. Overproduced video FEELS overproduced.
It is–at best–disingenuous to discourage people from creating.
June 4, 2008 — 5:15 pm
Morgan says:
Chris,
I don’t think I can continue to debate with someone about the effectiveness of the product when the person I’m debating with says “I say this not knowing squat about what you do…” I say that only because I wouldn’t argue with you about the validity or value of your products or services with out review them either. It wouldn’t make any sense. I’d be happy to share some sample videos with you if you’d like to compare TurnHere videos to other video types and we can go from there.
And you should see my above comment (and look at my year and a half of blogging + my bloodhound contributions, etc.) to know that I would never encourage anyone against creating their own content.
Let me be perfectly clear. I think that if you can make great videos that work for your business and you enjoy it and they work for you then you should do it. If you think video is important to you but you have tried and aren’t happy with your results of making your own or don’t want to take the time to do it you should research other options. Just like any marketing effort.
June 4, 2008 — 5:43 pm
Greg Swann says:
I’m with you, Chris. A garage-band ethos — and a garage-band esthetic — are marketing advantages in Social Media Marketing.
June 4, 2008 — 5:45 pm
Genuine Chris Johnson says:
MB-
Make no mistake–i looked at Turnhere’s web stuff. And to be honest, I left thinking, “what a marvelous effort in being obtuse.”
Nothing to buy, no way of getting the info I need now, and no compelling reason to come back. Hopefully you’re in the midst of changing that front page, MB, but your SITE ITSELF tells very little about what you *really* do, and I am an enthusiastic fan.
Clever packaging, but of what?
I want content INSTANTLY, not cleverness. Cleverness is making me wretch.
June 4, 2008 — 6:13 pm
Morgan says:
Hey man – I’ll be 100% honest, our web site needs to be blown up. It’s one of the reasons I got the job – to do just that and provide more of what you recommend. I’m working on that, diligently. My argument wasn’t about our web site, my argument was (and still is) that the economics of time and the opportunity costs in the production of content (video or otherwise) will dictate different solutions for different people.
And you know I’m coming to you for your regular, outstanding, unvarnished feedback when our first comps for the new site are done 🙂
June 4, 2008 — 6:20 pm
Steve Jagger - Reachd Video Training says:
“We made a ton of video clips at BloodhoundBlog Unchained. BrokerIPTV.com made a bunch more, and theirs feature strange and esoteric production elements like good lighting and audible sound. The difference is, ours were on YouTube right away, and theirs took a while to gestate.” from Greg here – https://www.bloodhoundrealty.com/BloodhoundBlog/?p=3207
I like the part where it says “ours were on YouTube right away”. I agree with this. At WebMasterWorld last year in Vegas we shot a ton of video interviews and we worked at night the same day of shooting them to get them online. Nothing spells fun in Vegas like editing video in your room. But, we got ours out right away and got a lot of recognition the next day in the event. Sure maybe it could have been edited better, or we could have used lights, etc. but the content and timeliness was more important. Here are the interviews (check out the Matt Cutts one) http://www.reachd.com/ReachdTV.ubr
June 4, 2008 — 6:22 pm
Morgan says:
I think I’ve covered what I’d like to say so I’ll yield the final word to you should you wish it.
June 4, 2008 — 6:22 pm
Genuine Chris Johnson says:
alright morgan. what you need to have your service do is be as close as possible to the authors. Let their voices oome out…and you win the game.
June 4, 2008 — 6:23 pm
G. Dewald says:
Hey Chris,
I posted a response to your post at the Union Street Blog:
7 tips for first time video makers.
I think you are definitely headed in the right direction. My only adjustment to your list is that I would encourage you to go ahead and brand the thing throughout and not just post-roll. You can do this without being obnoxious.
Good luck!
June 5, 2008 — 11:04 am