Скачать или смотреть The problem with content that doesn’t last

The problem with video content:

Quantity over quality. 

We can’t seem to help ourselves, and technology (algorithms, AI, the obvious…) isn’t helping either.

The more content that is made, the more content we feel we have make and in turn: the more content is made.

In fact, it’s the logic of collective action, supercharged by technology.

There once was a time that filmmakers, like us, benefitted hugely from this ever- rising demand. 

But we’ve collectively shot ourselves in the foot: video content is a commodity and there is just too much of it to be worth the viewers time. 

Meanwhile, ask any filmer: would you rather make 100 shitty films or 1 great film? The answer is obvious.

The problem is that we tend to focus wat too much on reach: "what’s the next (editing/filming/tech/influencer) trick that’ll get the most views?

But what is a view worth if you’ve only shown a trick.

We should focus on what the video offers to every individual viewer and optimise for that. 

Creating emotional experiences (kama muta) is a universal and very solid way to ensure that the viewing experience is valuable. Humor is another, being truly informative yet another. But if you ask me (and science) Kama Muta takes the crown.

And when the viewing experience is valuable: guess what? The engagement numbers will follow! 

There are no shortcuts, do the work, create valuable, memorable viewing experiences whenever you can and that starts by doubling down on convincing our clients.

Keep pushing for quality over quantity, we got this! 💪