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.