Video is important, but not the (only) future of media

Image: Tsahi Levent-Levi, Flickr

There’s been a lot of hype lately around video being “the future of media”. If you go by this interview with Nicola Mendelsohn, Facebook’s vice president for EMEA, or Contently’s recent interactive infographic, marketing and communications departments should be scrambling to jump on the video bandwagon.

With all the hype around video, this article by Joshua Lasky for Medium is a welcome and nuanced perspective on the trend. As witnessed on social media, video is certainly on the rise and will be increasingly important and relevant in the future. But it certainly will not be the golden ticket or panacea for every context. Organizations should not be quick to jump on the bandwagon, but instead utilize appropriate strategies and channels that are suitable for their audiences and contexts.

Says Lasky: “Great digital strategies are a mix of formats optimized for how audiences actually want to read, listen, and watch what you have to say. Before you publish on a subject, ask yourself if it would be easier for your audience to watch or read what you’re trying to communicate. Ask yourself whether a video should be the focus of, or a supplement to, your editorial coverage.”

I couldn’t agree more. 

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