Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why®
Video is undergoing a major adjustment, and every brand needs to ask: Is video worth it anymore?
Video used to be a premium, highly valued media that every brand aspired to include.
However, the everyday role of video in our lives has dramatically altered how everyone regards video.
Thanks to vertical format, short-form videos, most of the watching public actively treats video as…disposable!
Consider it: Most video content is watched on Reels, TikToks, and YouTube Shorts.
We watch a quick video and swipe.
Watch and swipe.
Sometimes, we will watch just 3 seconds of a video and know it’s not interesting, so we swipe.
Even the most high-production videos on these platforms are treated with the same degree of indifference.
A video produced from an iPhone might get more views than a video with a formal script and production team.
Why? Because video is disposable now.
This is why I no longer advocate for video as a core brand asset.
However, if a brand has the budget to produce a lot of videos in the short, vertical format, it’s worth considering.
However, video is no longer the esteemed zenith of brand media it once was.
A strong indicator of this is the sheer number of experienced career video production people I know are unemployed.
If video were not disposable and still commanded the budgets of yore, these people would still be employed.
All data points to video is now disposable, created for one-and-done consumption, and they better instantly provide value in the form of information we didn’t previously know, a firsthand experience of interest, or entertainment.
It’s time to reconsider the role of video in your brand marketing.
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