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Related to the previous post, NewTeeVee asks whether YouTube is feeding creativity or killing it. Lots of examples are given of homemade videos that have made it big, and have fueled the growing online video culture in which we find ourselves.

As pointed out in TKG’s recently released video forecast, this is one of the drivers for video’s popularity at the local level and its nearing status as an expectation for local search and business profiles. Meanwhile, on the advertiser side, lowered barriers for video production (along with user demand) has driven interest among SMBs.

But to NewTeeVee’s point, do these lowered barriers mean lower quality or creativity? I would argue the opposite (at least at the local level). The examples it gives of cheesy infomercials and commercials are a thing of the past for many SMBs (these are mostly parodies but the point is still made). The new video environment — at least at the local SMB level — has surpassed the low-quality shaky camera work that is the stuff of SMB do-it-yourselfers.

This is mostly because the above factors have driven the supply of affordable one-stop-shop local video producers (TurnHere, PixelFish, Mixpo, etc.) who can create professional looking spots for SMBs. Using digital production that is tied to the benefits of Moore’s law, a quality standard previously cost prohibitive to SMBs is now within their grasp. And online distribution (via IYPs, search engines, etc.) makes it all the more affordable when compared with cable spot advertising — to which SMB options were previously limited.

More can be read in the video forecast (sub req) and past video blog commentary (scroll).

This Post Has 6 Comments

  1. With every new medium will come poor quality content…however YouTube has prompted people to get more creative in order for their videos to become viral. We agree – it certainly is a lot more affordable these days to “get the word out” about a certain product or service or idea!

  2. At Qoof, we have found that with a good video camera, lighting, and sound, we are able to increase the click through rates of our clients by 4x – 9x depending on the client (Dell,, etc…)

    As we move forward with our clients and producing quality videos for them, they are learning that it does not need to cost a Madison Avenue price.

  3. I think we are entering a new communications phase for small businesses who have a web presence, and now realize that a well crafted video that explains and positions them (and differentiates them from the competition) has real value. The production cost is no longer a barrier, and the value that is derived from getting the “jump on the competition”, with this new communications strategy, whether actual, or perceived is growing.

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