The Power of Video
It's an interesting argument that I get into on occasion, working for an online video company and all, that people question whether video is really good at driving positive action through compelling engagement. It's like suddenly, because we're to a point of over-saturation with TV ads that some don't feel video is a very compelling online opportunity.
The reason? Because they equate online video with TV advertising. And they don't watch TV ads any more. And they don't click on banners. And they hate pre-roll in front of the videos they want to watch.
But in the end analysis they only hate the form and application of advertising; not the medium itself. So when they question the power of video online they are really transferring their dislike for advertising in all forms (and particularly the TV medium) on to Web video. Thus, with broad strokes casting doubt on the entire enterprise.
Now, of course I'm biased, but the above video comes from a post of 12 amazing short films that are all on Vimeo and are quintessential online films. Between 1 and 4 minutes, you'd never see these anywhere but the Web. The one I clipped above made me cry. And I've watched it three times since I first saw it and now I'm sharing it with you all.
Such is the power of video. I've never cried over a Tweet or a status update. I've never been moved by a fan page. Video is powerful. Video connects, engages, relates, and creates indelible marks on us as people.
Will advertising ever do what the above does? No. But can it create weaker versions of the same set of emotions? It does all the time. I believe online video will succeed because when advertisers realize that they don't have to interrupt the viewer, that when the viewer clicks play they've given the advertiser the permission to talk to them authentically, as people and not as masses, that advertisers will rethink what it means to talk to people through video. And it will be less like advertising and more like stories. It will be compelling, engaging, meaningful and valuable.
Online video wont' just succeed, it will revolutionize the way we think about advertising and the way we think about how companies talk to and connect with people on the Web.
What do you think?
