Global ad agency giant Universal McCann recently described online video as this year’s digital darling.

That’s all very well, but that doesn’t make online video easy.

Jerry Bader of MRPwebmedia hit the nail on the head a few months back when he posed the question on LinkedIn:

“Web video is quickly becoming the must-have content presentation vehicle. Considering its increasing importance to online content delivery, what has stopped you: cost, concept, implementation, the right producer, or just don’t see the value?”

Here’s what we said at the time (and it’s as relevant as ever today):

Web video has definitely increased in importance as a content delivery mechanism (we leave it to others to debate its merits as a “must-have”). However if we are to consider using video as a professional option (rather than in the ‘boy bites dog’ fashion of YouTube), then there are a number of issues to address.

The first is content.

It’s one thing to write an essay or a document that reads well, a far more ambitious undertaking to provide the same information in video form. We are all conditioned to expect professional production values in videos thanks to decades of network television — to communicate via video we need to be similarly professional.

That means, in effect, providing compelling content in both audio and video format.

That, in turn, means a need for creativity in performance art, not just words. And skilled hands in the production of the video. And on-screen talent, lest we be judged amateurs based on our acting capabilities or lack thereof.

So, for example, an answer such as this represents thought and a relatively few minutes work on the keyboard. To provide an answer by way of a video would require:

• a scenario (Scene 1: Blogger thrust on camera, proves poor speaker. Cut to angry crowds. Scene 2: Blogger given media training. Scene 3: set built. Scene 4: Blogger to camera, in extreme closeup. Makeup artist rushes over to damp down sweating, cover up zits …. etc etc)

• a script
• a setting
• production facilities
• on-screen talent
• editing expertise
• blah blah

At this point, the payoff isn’t sufficient to warrant the resources and upskilling required.

We have to move beyond the mundane everyday communications, saving video for the big events. Or else agree not to judge a book by its video ….

Has YouTube lowered the bar?

No. Not for professional communications. If we see a baby biting his brother’s finger on YouTube (129 million views and counting), we may smile and consider it entertainment, but we don’t attribute any significant brand values to that event. Nor do we criticise the parent capturing the moment (not for his/her videographing skills, anyway). That’s not what’s important.

On the other hand, if you’re trying to promote your travel agency or sporting goods store online, you’ll be quickly branded amateurish if you don’t achieve the expected quality level for a ‘professional’ operation.

No problem if you’re trying to come across as folksy and down-to-earth, just one of the fellas. But those attributes seldom work, certainly not in big city businesses. Fail.

In summary: online video may be hot, but it ain’t easy (and probably isn’t cheap either).

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Tags: ad agency, ambitious undertaking, concept implementation, content presentation, creativity in performance, performance art, professional option, professional production values, Universal McCann, youtube