Best Practices- Medium Matters
Some people might say that medium doesn’t matter. Those people are wrong.
Video has become a popular tool that we use to communicate on a number of different platforms. At one point in time, video was film and cinema. Then, we added broadcast and cable. Now, video is everywhere.
We watch video on phones, tablets, computers, billboards, etc.
Medium matters. Video production must account for the medium being used in order for the message to be effectively conveyed. Medium affects the audience, video content, video length and budget among other things.
Think about the difference between someone watching an ad on TV compared to their computer. We’re talking about entirely different levels of engagement, which inevitably changes the approach in production.
Let’s use ads as an example. A television spot and web spot are two entirely different things. For starters, the television spot likely costs much more. Second, it’s much harder to measure the effectiveness of a TV spot because metrics like click-through rate and impressions don’t exist offline. The point being that online ads are far more targeted than TV spots. Knowing those differences is crucial to developing an effective message.
With proper planning, the number of different mediums can prove to be an asset. Each medium has its pros and cons as well as its role in video marketing. Effective video production, though, must account for the medium because simply put, medium matters.
Andrew David is an alumnus of Louisiana State University. He previously worked on SEO and marketing for Green Buzz Agency before returning to Baton Rouge, LA to work on his master’s in public administration. Some of his favorite things include politics, golf, triathlon, and college football.