Enough With Your Shitty Videos Already

Enough With Your Shitty Videos Already
SHARE
THIS



In this opinion piece, Mike Cardillo (pictured below), co-founder, executive creator director and resident frustrated soul at Sydney-based production company Sixteen Corners, argues why making a video for the sake of making a video will never do, and offers some words of wisdom to those looking to create a clip.

Mike Cardillo

So, the solution to every marketing, comms, HR and business problem ever is to create more video, right?

Fuck that.

The beautiful, wonderful thing about the internet is that anyone can publish content. And the awful, maddening thing about the internet is that anyone can publish content.

Image: iStock

There is so much audiovisual noise out there already that your Facebook News Feed auto-plays videos with their sound off, lest you be perpetually inundated with the blare of The Voice auditions, prank videos and Carpool Karaoke. We are digital shipwreck victims, clinging to our mobile devices like lifebuoys, floating on an open ocean of endless damn video content.

The only rational response  – stop making shitty videos.

Why you watch anything, ever

When it comes down to it, there’s only one reason why anyone wants to watch your video. Irrespective of the subject. Irrespective of the channel. Irrespective of what anyone else thinks.

To feel something.

Michael Hauge said it best: “People do not go to the movies to think; they go to the movies to feel. You can make them think, but only after you’ve given them an emotional experience.”

The reason why you go to the movies on a Friday or Saturday night and plonk down your hard-fought earnings  –  whether you realise it or not  – is because you are procuring for yourself an emotional experience. Tonight, I want to laugh. Or cry. Or be thrilled, scared, awed. It doesn’t matter what you watch  – you’re there, aching to feel.

It’s why the question we inevitably ask our loved one/flatmate/Tinder match/friend whenever we fire up Netflix is, ‘What do you feel like?’ Feel being the operative word.

And your feelings, whilst tickled occasionally by the savvy marketers behind Old Spice or Dove or Heineken, are so neglected by the vast majority of content creators that you’re more likely to enter a speed-clicking competition on that ‘Skip Ad’ button than watch an entire YouTube pre-roll commercial once those five seconds are over.

We are but slaves to indifference

Martin Weigel, in his iconic presentation The Conquest of Indifference, says that “Our task is not nurturing enthusiasm, but overcoming indifference”. And amongst the chatter of 300 hours being uploaded to YouTube every minute, that indifference is growing exponentially.

Man playing with phone and remote

Image: iStock

The antidote to indifference will always be to shake people awake with sheer, impassioned appeals  – but to the heart, not the mind.

Student of the Scottish Enlightenment, David Hume declared: “Reason is, and ought only to be the slave of the passions, and can never pretend to any other office than to serve and obey them.”

No matter how great your product, brand or fun new workplace initiative, making a video for the sake of making a video will never do, no matter how well articulated the greatness of said thingy. Explanations are best left for textbooks and people sitting in the exit rows on airplanes.

Don’t storyboard – interrogate

Before creating any piece of video, there are essentially only two questions worth asking, and neither has anything to do with budget or brief.

  1. Does the subject inherently connect to an emotion?
  2. If not, can it?

If the answer to either question is yes, then congratulations, you are soon to be the proud parent of your very own video. If no, then you probably have yourself a PowerPoint deck or email newsletter.

The first question is always the most crucial, as it connects not with a product or list of features, but rather with the beating heart of why. Why we want it. Why we need it. Why we use it.

But not all subjects lend themselves to obvious emotional entry points, so our job  – as artists, clients, creators  –is to craft one, whether it has a damn thing to do with the subject or not.

Because a great video provokes, tantalises, enrages, overjoys. It makes you glad for watching, rather than watching the progress bar.

A great video demands to be watched… and a great video will be.

Please login with linkedin to comment

Mike Cardillo Sixteen Corners Video

Latest News

VA Media Launches New Service To Help YouTube Publishers Better Monetise Content
  • Technology

VA Media Launches New Service To Help YouTube Publishers Better Monetise Content

VA Media has announced the launch of new YouTube content ID service for producers, production companies and film & television distributors. VA Media owns and manages some of the world’s largest movie and TV-based YouTube channels, including Movie Central– which boasts an impressive 20M views monthly. The newly announced fee-based service is designed to enable […]

Wallace Art Awards Finalists Take Over oOh! NZ Screens In Nationwide Exhibition   
  • Campaigns

Wallace Art Awards Finalists Take Over oOh! NZ Screens In Nationwide Exhibition  

Finalists in one of New Zealand’s most prestigious art awards will have their works showcased around the country as part of an oOh!media campaign with the Urban Art Foundation. Works from artists Russ Flatt, Andrea Gardner, Brit Bunkley, Carmen Simmonds, Richard Darbyshire, Rosie Parsonson, Maryrose Crook, Kate van der Drift, Scott Gardiner, Darryn George and […]

Designer Fashion Destination Appoints The Wired Agency
  • Advertising

Designer Fashion Destination Appoints The Wired Agency

Leading fashion destination and home to brands such as ÉSS THE LABEL (company owned), Zulu & Zephyr, Bec & Bridge, and Neuw Denim, Splice Boutique has appointed The Wired Agency as their exclusive digital marketing partner. Originating from Sydney’s Northern Beaches, Splice Boutique now ships globally with 70% of their business driven via ecommerce, making […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Technology

Sports Viewers Use Snapchat As Their ‘Second Screen’

With COVID-19 having changed the way professional sport is played, now is the time for marketers to rethink how they approach sports marketing. Social distancing restrictions have meant empty (or mostly empty) stadiums are now a norm. Fans are also getting used to seeing their favourite players in masks and listening to fake cheering. But […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Online Content Consumption Has Doubled In 2020: Report

DoubleVerify has released its ‘Four fundamental shifts in advertising during 2020’ report. This international study considers the impact that device types, evolving news cycles, and new ad technologies have had on consumers’ engagement with online brand promotions. The study, conducted with over 10,000 respondents across France, Germany, Spain, the UK, and the US, shows that: Content […]

Media And Entertainment Industry Heavyweights Join Australian Podcast Awards
  • Media

Media And Entertainment Industry Heavyweights Join Australian Podcast Awards

​The Australian Podcast Awards (APAs) today announced its 2020 judging panel – a list of global and local industry heavyweights who will together determine the best Australian podcasts of 2020. Media personalities and podcast creators Osher G​ü​nsberg and Georgia Love join this year’s judging panel, along with News Corp’s National Entertainment Editor, Jonathan Moran, The […]

Be The Normal To Our Next
  • Opinion

Be The Normal To Our Next

Where do brands go in a crisis? Do they disappear if they don’t advertise? What role can they play in our today and tomorrow?  And why should we care? Industry commentator Kate Smither offers her thoughts… In “How not to plan”, the authors debunk the myth of brand lifecycles. They argue that the focus on […]

Opinion

by B&T Magazine

B&T Magazine
Bauer & Fremantle Partner For Web Series Celebrating 40 Years Of The Weekly’s Children’s Birthday Cake Book
  • Advertising

Bauer & Fremantle Partner For Web Series Celebrating 40 Years Of The Weekly’s Children’s Birthday Cake Book

Bauer Media has partnered with Fremantle to create and launch an online web series celebrating the 40th anniversary of the iconic Australian Women’s Weekly Children’s Birthday Cake Book. Each episode of the 4 x 10-minute series called, Cake My Day, features three passionate and aspiring home bakers from diverse backgrounds replicating their own masterpieces from […]

Nufarm Heroes Australia’s Regions To Fuel Economic Recovery Via Cummins&Partners
  • Campaigns

Nufarm Heroes Australia’s Regions To Fuel Economic Recovery Via Cummins&Partners

Cummins&Partners have today launched their first campaign for Nufarm, one of the world’s leading developers and manufacturers of seeds and crop protection solutions, headquartered in Melbourne. The “Australian Through & Through” campaign comes after C&P were awarded creative and media responsibilities for Nufarm’s brand work in June. The national brand campaign celebrates regional positivity and focus, reminding […]