Video killed the radio star

Why a video content strategy should start with your audience.

Next week, I’m doing something different: I’m making a video.

Why? Because audiences are increasingly watching what they used to just listen to.

Consider:

Edison Research found that watching and listening to podcasts are now nearly equal among weekly consumers.
Instagram is testing Features, allowing creators to publish videos up to 90 minutes long.
And YouTube is now the most-used podcast platform among weekly U.S. podcast consumers.

Don’t get me wrong. Audio still has its place. But a video content strategy opens up opportunities to reach audiences in ways that audio alone can’t.

So I’m making a video.

And here’s the irony: It’s a video about why you should stop making media.

Because if you’re constantly producing content and wondering why nobody seems to care, perhaps the problem isn’t the medium. Perhaps it’s the story.

Or, more importantly, who you’re telling it to.

That’s what next week’s video is about.

In preparation, I’d encourage you to consider two questions:

Start with your audience in mind. Make something that matters to them. Because if you want to make an impact, don’t just tell people your story.

Tell them a story about themselves.

So, what story does your audience want to hear?