Note to Calacanis and Scoble: Don’t waste your users bandwidth.
bill
This is something that I’ve been wanting to blog about for a while. I actually started a post about this a few times but never really finished. But here I am again thinking about this so what the hell, might as well get it out.
My friend Schlomo asked on Twitter one day, “Why is the Calacaniscast in video.” That’s a question I’ve been asking for a while. I guess the only really good answer to it is because he can. The same can be said for a lot of Scobles videos as well. A good question that anyone that is thinking about doing video on the web is what information do I have to convey that is most efficiently conveyed in video? Or, more simply, why am I doing video and not audio, or for that matter, text? Here is a hint to the correct answer: it’s not “because I can.”
Video is multi channel communication. You convey visual information, and you convey audio information. The creative juxtaposition of the two can be magical if done correctly. If you watch something like the Calacaniscast, or the Scoble Show you immediately pick up on a couple of glaring problems. One is that there is usually very little going on visually (with the exception of Scobles software demos, which is actually a very good use of video). The other problem they are really long—far too long for video on the net. Here is a key difference between audio and video. Audio is a medium that does not require 100% the listeners attention. A listener can do other things while listening to audio—drive, cook, whatever. Video on the other hand, assumes that what you are doing is compelling enough for people to divert their attention away from everything else in their life to pay attention to that thing. Whether the creator realizes that that is what they’re asking of the audience is another matter entirely. The primary assumption of the audience is that “you want all my attention for the duration of this video.” So if you put up an hour long video of you sitting there behind a desk talking to the camera, it’s pretty disrespectful of your audience, in my opinion. 90% of the audience isn’t going to sit there and look at you or anyone else sit and talk. And I bet that the primary demographic of both the Scoble show and calacaniscast has no time at all to sit for an hour and watch them talk about anything—when just listening can be enough. Audio is the multitaskers format. Video demands all your attention.
So basically what we are talking about here is bandwidth—not just Internet bandwidth (and it’s a well known fact that video consumes internet bandwidth at a much higher rate than audio) but attention bandwidth. Don’t waste your users bandwidth, attention or otherwise.
It seems that Scoble has discovered that video can be editied now. That’s a good trend. I think he’s learning. And Calacanis is at least putting forth a slight effort to use some graphics that sort of make the video in his program more useful—but it’s still not fully using video. But then again, neither of these guys have any real background producing video. They’re text guys who don’t fully understand visual communication yet. No disrespect intended here, just an observation—they’re newbies. I wouldn’t try to challenge them in their respective areas of expertise. I’ll never be the business guy that Calacanis is and Scobel is the PR savant. But it’s clear that they don’t understand how to effectively or efficiently use video yet.
So what I would like to see them do is both audio and video. Audio for long form talks and interviews and video only when it’s necessary—when they NEED to show us something. And then keep the video well edited and short. Because I guarantee you very very few people are watching 45 minutes or more of anyone sitting around talking.
Disclosure: all of our shows, Calacanis, Scoble’s and mine, are carried by Podtech.net.
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