The Era of Disposable Content

Years ago I would have cringed at the thought of spending time and money on any communications tool, tactic, or strategy that could literally be old news within a day.

But here I sit, engaged, enlightened, and excited about the development and acceptance of disposable content, specifically video. Right now video has gone from high production, high dollars to low res, low budget and yet more impact.

How? Why? Because when done right, it still delivers your message to an audience with moving pictures, audio, and post-production quality that pulls people into an emotional, instructional, or informational story. And when used on websites, social media, or mobile devices, short hits of purposeful video can be a very powerful tool.

What is the other key to the above scenario? People are accustomed to seeing change frequently and are more locked in on the message than if your video was shot by a crew of 15 rather than two young guys on a mission and with a vision. Plus my cell phone takes better pics and videos than my first digital camera and camcorder.

So put your message in motion and reap the rewards.

About Eric “Ike” Eicher
Thanks to a wide-ranging career, Ike has dealt with all varieties of marketing and communications challenges, from branding and interactive to community relations and social media. He has worked with clients ranging from AMEX financial advisors to White Castle (best company cafeteria ever); has coordinated multimillion-dollar media buys including outdoor, print, radio, TV and Internet placements; and has managed new business efforts.

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