Video Blogging - The Dogs Don’t Like it
Tuesday, July 1st, 2008There is an apocryphal marketing story about a marketing company that launches a new dog food. They have huge success initially and generate lots of buzz via TV advertising and print media. Things go really well but after a few months sales start to drop off dramatically. Eventually they send a field marketing guy out to find out what’s going on. He comes back with the answer after a few weeks,
The Dogs don’t like the dog food
That for me is the challenge of video blogging. The transaction costs are just too high for all but the most committed bloggers, worse the transaction costs for all but the most committed viewers are also sky high.
The “creating : reading” compression ratio implicit in a written blog (It may take me 10 minutes to write a blog post but you can skim it in about 10mseconds) doesn’t exists in video blogging. It takes nearly as long to watch as it took to shoot.
The upshot of all this is that only heavily branded a-list blogs (such as Loren Feldman’s 1938 media) are likely to make much headway.
Seesmic, not so much.
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