Video as a Commodity

Even if you are not in the financial world, if you saw Eddie Murphy back when he was funny talk about pork bellies in Trading Places you understand a little about commodities.

Gold is a commodity. So is oil. Even time could be considered a commodity but video… a commodity … how do you mean?

First, I am not talking about the common YouTube video of babies, furry animals and craziness caught on camera. I am talking about videos used for business.

Even in this context, obviously video isn’t found in the ground or growing on a tree. However, with the explosive growth of online video over the past several years and the over exposure of poorly produced, uninspired or predictable videos; the perception of video could clearly be seen as “a mass-produced unspecialized product”… with “wide availability” as Merriam-Webster defines a commodity.

Whenever you are thinking about video this needs to be your enemy.

Video should not be a commodity. When approached well, video is a tool specifically designed to do a job. Much like a scalpel or a steak knife. Both cut but don’t hand a surgeon one when he/she calls for the other.

How to uncommoditize your video:

1. Shoot from a certain perspective that is unique. The focus here could be capturing unique images or highlighting uniqueness through what is said. Ideally, you would like to do both.
2. Make sure your video is designed with your audience in mind. Not only should the message speak to them directly but it should be meaningful and hold key takeaway messages that they will remember.
3. Make sure the video is effectively delivered and then tracked (i.e. Google Analytics) that way you can properly make sure it is doing its job.

What has been your greatest video challenge?