Long before I made the move into social media, most of my career has been spent in the entertainment business. I started in radio, moved to the music business (as both a performer and executive) and then onto TV (never as a performer, thank God).
I have always been fascinated by trends and how sometimes you can have two diametrically opposed trends developing simultaneously. I still produce, direct and write lots of video content (here’s a picture taken two days ago from a client shoot to prove it), and this has kept me thinking about one of these two-way trends a lot.
Quality. How important is it, as it pertains to audio or video content?
First let me identify the trends, as I see them. On the one hand, there is this breakneck race to the top in terms of HD televisions, HD video cameras, even HD radio. Everything needs to be as life like as possible, and we all want high quality HD monitors at home to watch the, arguably, low quality content on TV. (Hey, it’s my blog. I can editorialize all I want.) But, seriously, video production and delivery quality is going up up up while the prices of TVs and cameras keep coming down down down.
On the internet, however, high quality video delivery is still hampered by bandwidth issues, among other things. Flip cameras, iPhone 3GS and other low cost video cameras are gaining in popularity, and with good reason. You Tube, uStream, facebook and other outlets allow you to then share that content quickly. But that, in my view, is the disconnect. Online video and user generated content tends to be of very low quality. The video needs to be compressed in order to be uploaded, and good audio is almost always an afterthought, if it’s thought of at all. I have long maintained that the democratization of content creation and distribution is both the best thing and the worst thing about the internet. The great thing is, ANYONE can make a video. The bad thing is, ANYONE can make a video.
So, to restate it: We demand high quality audio and video at home, but we give online content a pass. I wonder how long will that trend last? And, more importantly, if your business chooses to use video, does the TECHNICAL quality of the content you put out there send a subconscious message to your audience? You might not realize it, but when people try and watch a video that has terrible sound, they make a LOT of judgments. You do, too. There is an old saying that “Video is easy. Sound is hard.” I understand that there are situations where a company might CHOOSE to go the UGC route, and there are tons of valid reasons for doing just that. But my question is a deeper one. Has expertise been devalued? Are all decisions coming down to dollars and cents? If so, is it penny wise and pound foolish? Something you post on the internet, as I say every day of my life, is there forever. There is no delete button on the internet. So is putting out content for content’s sake a sound decision?
Obviously, quality has always carried the day in all walks of life and in all endeavors. When both audio and video podcasting were new, there were zillions of podcasts being produced and thrown up onto iTunes or onto people’s blogs and websites. There is less of that now because people have realized that creating regularly scheduled, quality content is hard, and expensive work. Expensive in terms of the time investment and, yes, the dollar investment.
But here’s the question I have rolling around in my head that I don’t have an answer to: have we reached a point where “good enough” is good enough? Our attention spans are being vied for every minute we’re awake. So is “yeah,yeah, I get the gist of it” where we find ourselves today? And if the answer to either of those questions is “yes,” then where does that leave professional content creators?
My sense is that the quality of internet audio and video is improving because people are tired of wading through stuff shot with shaky cameras, bad sound, no edits, no titles, no opens or closes- no expertise. In other words, maybe the new way is trending and becoming more like the old way. For every uStream video, there is a Hulu video. I realize it is an unfair comparison to compare UGC with NBC, but I hope I make my point.
I would love to hear your thoughts on this. Has good enough become good enough? If so, do you think it will always be this way? Am I totally off base with this post? I’m really interested in your comments, so fire away in the comments section.
Matt in today’s micro blogging world, with billions upon billions of web pages, us consumers can’t pay full attention to everything.
10 years ago content was King, now Content is disposable…
Matt, this might seem like a contradiction at first, that we obsess over quality one minute and can lose it the next.
The real issue is context: Big sets and surround sound have turned our couches into our private home theatres. We pull up movies like a good bottle of wine, and we make the time to enjoy them.
The Internet is different: social media are the friends that we carry around with us. There’s no destination, and typically no time commitment. Internet video is about short clips that download quickly, not about spending 2 hours in front of your monitor to watch a movie.
There are very entrenched behaviors in these two settings, and our very posture is different. It’ll be an uphill struggle to get us to watch full length movies on a computer, or surf on our TVs.
Today’s content creators face a changed world where cinema and drama series boast truly high production standards, but other media don’t need them anymore. Advertising in particular has evolved from the fussy, exquisite production values of the 80s to just-good-enough approach of today. The shift has gone to narrative and storytelling.
The pendulum will swing back, just as it did from the rawness of the 1970s. It may just take us a decade or so to tire of it.
Scott and Claudio-
Thanks for your comments. You both make great points.
I was shocked to see the numbers moving in terms of the amount of time people were willing to sit in front of their computers to watch longer form programming. The assumption that 2-minutes was the max is moving upwards of 11-15 minutes. I think once you pass a certain threshold of length, that’s when patience might wear thin for poor technical quality.
Of course, I could be totally wrong on that, too.