Talkin’ LOUD, and Sayin’ NOTHIN’! (sayin’ nothin’)

Bill CammackPlease keep your eye on the ball, people. Wake up. Stop letting people tell you gibberish that clouds your minds to the facts, if you’re going to hire them to work for you or even associate them with your brand.

Some people in this space are always “Talkin’ LOUD, and Sayin’ NOTHIN’!”. The funny thing about this is that since for the most part, there aren’t real professionals in ANYTHING strewn across the Social Meda Expert world, the only thing that businesses have to make their hiring decisions on is what people tell them who know only marginally more than they do to begin with.

As an example, let’s look at the video aspect of Social Media. Basically, video on the net is an extension of the fad of emailing jokes to people in the mornings. You would come to work and turn on your computer and there would be several jokes emailed to you from people that thought the jokes were funny. Eventually, this style of passing an email from person to person was termed “viral”, and the goal became to make “viral videos”.

Once YouTube came around and other online video hosts, the natural extension of email jokes was videos of kids falling off of skateboards and breaking their faces or some other kind of goofy, talentless video snippet that caused people to go “Oh wow. That was interesting. I’m going to make sure all my friends see this”.

This garbage became the state of the art in viral videos. People began scrambling and falling all over themselves to duplicate the “popularity” of viral videos, because the more people that saw these things, the more hits they got, and the more hits they got, the more people could sell ads on the pages. The bottom line, therefore, has always been profit.

Bill Cammack as "The Millipede" in Indy Mogul's Backyard FX Super Test Film, "The Spirit's Day Off"The other benefit turned out to be “visibility”. People began to incorrectly associate the number of hits a video would get with how “popular” the content creator was. This is obviously ridiculous, because someone could get a million hits for an unedited video of a dog on a skateboard and someone else could get 50 hits for an uploaded news piece that could very well have ran on broadcast television. Once again, “the bottom line” wins out, and the person who can deliver the million garbage hits is seen as more useful, because they might be able to duplicate that on your project.

A couple of problems with this is that a) a lot of the comments on YouTube are negative, so the number of hits isn’t an indication of fans in the first place, and b) a lot of people were “juking their stats” and clicking on their own videos to make it look like a lot of people were watching them when they really weren’t. By juking stats on YouTube, they were able to catch the eye of the people in charge of “featuring” videos (placing them in a list which indicated that these videos were worth watching), which got them even more views. The cycle continued as people would subscribe to the jukers, making it easy for the same people to get featured over and over.

Eventually, people started wanting to use video for business. They didn’t know what they wanted to do, but they knew they wanted to be involved. This led to the question of how to find people that knew how to do videos and the only parameter they had to go on was number of hits or supposed “popularity”. Aiding them in figuring out who was a “good” videomaker was the presence each person had on Social Media apps & sites. Thousands of people cannot be wrong… right? :/

So now, you have several ways to tell who should be doing videos for your company and who should not… Except all of your parameters are based on NOTHING that indicates skill AT. ALL. Since you don’t have any video professionals in the field, there’s nobody that can EP (Executive Produce) your videos. Therefore, the people doing the hiring of content creators are ABSOLUTELY CLUELESS about what a good or even a DECENT video is, the people in charge of signing the checks are similarly clueless, and nobody in your company knows that you’re hiring a CLOWN to supposedly enhance your site with video.

Here’s the problem. Even though you can trick people into visiting your site with one or two boring, poorly shot and barely-edited videos, people get the picture after that and stop watching. Unless you got your ROI from those brief visits, your money went down the drain. On top of that, the videos that were created for your site were NOT viral. They failed even to meet the bottom-line business reasons why you commissioned the work in the first place.

Another problem is that just because someone has a bunch of friends & followers, that doesn’t mean they can convert. If you have 20,000 Twitter followers and you post that you’re doing a live show and 19 people show up……. If you have 60,000 Twitter followers and feel the need to hide your view counts on your show because they were steadily maxing out in the double digits before you hid the stats……..

On top of that, you’ve now put someone who knows NOTHING about entertainment or immersion in charge of an aspect of your brand that’s supposed to be entertaining AND immersive.

Also, who is it really that’s coming to your site to see the work that this person did? Most likely, it’s the people that were already following them. It’s not anybody new, because new people would be attracted by VALUE and QUALITY. Since neither exists in your show, it’s clearly only the fanboys that are showing up, so you’re preaching to the choir. “The choir” isn’t very likely to buy whatever your sponsor’s selling, because they already own it because they already heard the content creator’s opinions about what to buy on some other site.

How to get around this? Let it go. Just let it go. If you’re no good at doing video, do audio. Remember radio? That’s for you. Sit down in your house, turn on your microphone and run your mouth. Don’t try to do shows you don’t know how to edit. Don’t try to do live shows unless it’s time-sensitive information and you’re sure that people actually care about what you or your guest have to say RIGHT NOW. Set up an audio stream on your website, add a text chat and go for it.

From the company’s side, do some research for a change. Look at some SAMPLES of people’s work before you hire them. If you can’t FIND any samples, they probably don’t exist. If you can’t FIND anyone who’s willing to admit they did business with a supposed video producer, those clients probably don’t exist either.

Also, make sure you find someone who knows the difference between a good video and garbage. Don’t just put the person who’s the least retarded in Social Media in charge of hiring a content creator. There’s a reason why that person’s videos were garbage in the past. If they bring the same sensibilities and crew to your company, look forward to more of the same garbage, except on YOUR dime this time.

If you can’t do it right, don’t do it at all. Save your company the money, spare the public the time it took them to figure out that your show wasn’t worth watching, and spare your BRAND the embarrassment of people wondering why the lunatics are running the asylum.

~Bill Cammack

Twitter: BillCammack
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11 thoughts on “Talkin’ LOUD, and Sayin’ NOTHIN’! (sayin’ nothin’)”

    1. Hey Suki! *waves* 😀

      Sometimes, a brotha just gets INSPIRED by how The Emperor never, never, never, never, NEVER has any clothes on, but people keep acting like he does.

      It’s really pathetic, and there’s seemingly no end in sight….

    1. See, it’s actually more than saving people money.

      By continuously presenting garbage as if it’s the best that Internet Video can do companies aren’t only making their brand look poorly, but the entire “industry”. There’s no reason sponsors or advertisers should spend money on internet video that looks like kids with no videomaking experience created when they can keep spending it in the tried & true television industry.

      It would be one thing if it were just YouTube, like just independent content creators with no budget. When you have companies obviously paying people to represent their brand and the work STILL sucks, online video doesn’t progress the way it should, because there’s no faith in anyone doing anything other than the bare minimum they need to do in order to get you to click on their page or view their video.

      They don’t even care if you view the entire thing, just so long as they can tell sponsors/advertisers “Look! Look at how many people came to my site and saw your logo!”. Unfortunately, seeing logos doesn’t automatically sell product, especially when the people that come to your site are fanboys that aren’t interested in your product in the first place.

      Meanwhile, the actual studios are starting to release their content on the net, so what you end up with is well-done video that gets encoded for the web and makes these internet-based video look so much more like amateur hour. Instead of brands making themselves look cutting-edge by having a video component to their sites, all they’re really doing is demonstrating that they’re willing to throw money away by hiring people that never knew how to make good shows in the first place.

      It’s like that girlfriend you know, where every time you see her with a new guy, you’re like “Ugh. Not ANOTHER loser!”. Eventually, you stop feeling sorry for her and just realize she has no taste in men. 😀

    1. Yeah, right? It SHOULD be a rant, except I’m pointing out FACTS that other people and companies have literally had YEARS to figure out by now.

      If you’re using video like audio or text, save your company’s money and reputation and stick to the easy stuff:

      Audio
      Podcasts
      Text Blogging
      Microblogging

      Do us all a favor! 😀

  1. Whoops,

    Sorry Bill,

    Didn’t realize you had a link to the SAME Youtube video that had in my last comment!

    1. haha Can I Get A WITNESS? 😀

      Funny thing is.. Yesterday evening, I passed by this site and saw that they had added a video to their front page. I start watching the video, and it’s insanely horrible. The video should never have been posted to their site, it’s so bad. The audio was wrong. The keying was wrong. The comedy didn’t work. The framing was incorrect. I mean, all the way around, the video completely SUCKED, but there it was, in the middle of their BUSINESS website page.

      Of course, none of these things were noticed because there was eye candy in the video, and as long as the T&A is clearly visible, all’s right with the world.

      Unfortunately, instead of that making your site look cool, it shows that you have no idea what a quality video is (indicating you might not know anything else about quality, including in the business you’re attempting to promote), you’re not willing to spend your business’ resources to have the proper work done (indicating you’ll probably cut corners if a client hires you), you have no sense of comedic timing (therefore, you couldn’t tell that the content creator doesn’t either), and that your demographic would rather look at tits than be educated/entertained by your video and prompted to potentially give you business.

      Pathetic.

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