Quality Over Quantity

There are a lot of opinions about what kind of content “works” and what doesn’t.

Remember not that long ago when every marketing influencer said content needs to be under three minutes? Then all the posers online regurgitated that message to their teams? Then all the social media managers from tier-two agencies hopped on Instagram and told their 50 followers that “three minutes is the max”?

Then Joe Rogan came along — and everyone shut up.

The truth is, the answer today is the same as it was three years ago, and it’ll be the same three years from now: nobody really knows.

The problem isn’t that we don’t know what works — it’s that people keep pretending they do. Rule of thumb. Never ask the guy in cargo shorts with the phone gimble.

Don’t get me wrong. Gimbles are great. I can hold the camera with one hand, and dry my nails with the other. Get a steady cam over a gimble if you’e a solo filmmaker.

The Reality

Since we were kids, we’ve been trained to focus on screens. You know what you like, and I know what I like. And that’s the point — it’s different for everyone.

A terrible video with awful sound can go viral, while a beautifully produced Ford commercial can die with 50 views. That’s the internet.

So what does quality actually mean?

Personally, I think the more authentic the content, the better. I don’t care if the sound is perfect, and I couldn’t care less about the lighting. If it’s authentic, you’re already ahead of most people. The goal is to spark interest. Some stoner playing a video game isn’t going to care about the lighting.

The Time vs. Quality Debate

Do you have the budget to take your time and produce a high-quality three-minute commercial? Perfect.
Just know it’ll take at least a week — and that’s before your social media assistant at some tier-three agency gives you “notes” about what their friends said they like. Give up the idea of perfection. It ain’t happening with content.

At the end of the day, all of it is subjective. There is no perfect length, format, or formula.

Trust Your Gut — But Stay Humble. Make what feels right. But if your gut ever tells you that you know more than everyone else, it’s time to ask your 8 year old what they think because I can promise you they know more than you.

The moment you think you’ve figured out the internet, the internet changes. Click here to learn more about me and what type of content I can create for your business in Texas.