It All Matters

Recently, a stay-at-home-mom went viral for hand-making cereal for her toddlers.

Then, an English professor went viral for analyzing the meta-narrative of her video.

The short synopsis is the video isn’t about cereal. Instead, he highlights a mom being able to spend her time on an incredibly inefficient food production technique, in an immaculate kitchen, indicating her family’s wealth & status.

We’re not here to get into the socioeconomics of cereal-making. Instead, let’s ask, “How can this inform my video marketing?”

Nara Smith, the original creator, can’t hide some realities.

She’s pregnant, which is shown by the baby bump popping out in her recent videos.

She’s rich, her home is finely adorned and her clothing is designer.

She can cook. Far better than me.

And this is what her audience is looking for. When they allocate attention towards her videos, they are ‘hiring’ her to model the upscale ‘tradwife’ aesthetic she has cultivated.

When Professor Neil rants about politics, he’s being ‘hired’ for a completely different purpose.

Instead of aspiring to an ideal, his audience wants him to deconstruct someone, criticize their affluence, or rally around a particular political ideology.

Nara is expected to look well put together. Neil is expected to show up in a t-shirt.

Both are correct for the audience they serve.

Every choice you make from the type of content, the attire, to the background is a choice you make for the consumer of your video.

If you ‘don’t care’ about that stuff, then you are lying when you say that you’re focused on the sales and marketing outcomes of your videos.

You can either hold two priorities and partially accomplish both OR accept that there are dozens of micro decisions that need to be made every time you record.

Do not let editing videos be the constraint on your content system.

Piper Creative’s On-Demand video editing services are a highly flexible way to get your video edited at a professional-grade level.

Piper’s clients use the editing to produce podcasts, short form videos, and re-use old footage they’ve collected.

Supercharge your content system today by reaching out to Piper Creative.