And then: “When is the edit finished?”
The traditional answer: It’s never finished, but after a while they take it away.
Walter Murch responds: It’s finished when I can no longer see myself in it.
The VJ answer: It’s finished 60 minutes from when it’s started.
It’s not the content of the video that generates the return, it’s the ability to integrate the video into a larger information loop where value feeds back to the producers. And that involves getting a commitment to more than 3 minutes. Without appropriate context the content has limited value. Context is king.
Nothing too surprising about the numbers. They seem to support the notion that “shorter videos work better on the web”. But that conclusion depends on us using a metric that is based upon “complete views”…supposing we add another metric - say “minutes watched”
Abandoning traditional media the people previously known as the newsmakers are joining the people previously known as the advertisers in taking matters into their own hands.
