Online video has been around since, well, the beginning of the online universe. What started as a communication vehicle for high level executives to discuss their brand’s purpose and vision by means of a PR strategy has quickly grown into something much more powerful.
I’m not talking about production quality, which , inevitably would increase the power of a message produced by a brand. I’m talking about the ability it gave brands to start focusing on other aspects of their business rather than just selling product.
When online video first came out, the primary on-screen subjects were older, white males who spoke in a monotone voice resembling a university lecture on a topic we know nothing about. These executives usually spoke from a script and were far too scared to say anything that wasn’t calculated or run through their communications guy. It was a virtual snooze fest that forced a negatively mentality amongst viewers, leading them to believe that all a brand cared about was pushing product. The scary part? This was considered an industry norm. What a time to be alive…
The point I’m trying to make is that there was an absence of personality, which comprised an opportunity to connect with consumers at an emotional level.