I have a YouTube channel and am caught up in a pointless attempt at trying to make more professional content while I simultaneously prefer watching less professional content. I think you’re right that the trend is now towards amateur authenticity and away from big budget stuff. People need less entertainment and more connection.
I’m personally tapped out with most short form video content. It’s too much rattling around my head and feels overwhelming and distracting from my own independent thoughts.
I never went on TikTok and I’m constantly thinking of leaving IG for this reason.
But didn’t video kill the radio star ;) (throwback for any Gen Xers out there - lol).
I just bought a course from Justin Welsh, very reasonably priced. In the first section he said he was going low on Production value, high on content value, and he wanted it to be an affordable course.
It was still well done production wise; if he hadn’t said anything, I wouldn’t have given it an extra thought.
When the content/message is solid and clear, the extra bells and whistles aren’t always necessary.
I agree, Karen. Furthermore, it often feels like the "extra bells and whistles" are there to make up for a lack of solid, clear, content. It's feeling good to read these responses and see that I'm in good company with my feelings. Thanks for taking the time to comment!
Much like writing, if you steer clear of “the rules” and do it because you love it then video is fine. If you’re trying to keep up with the algorithm or go viral then I can imagine the process is much less fun. I have a video channel and put long form content out every two weeks. The stats are not particularly impressive but that’s OK. I’m learning my craft both in written and visual form
There is something in this. I now use AI for a summary of key learnings and takeaways and any counterintuitive insights. Then if it piques my interest I’ll buy the audio or e-book. Real books depend on who is saying what that I think I can learn from (non-fiction) or indulge in (fiction)
I never really wanted to make videos, I thought it would take too much effort and money to produce a YouTube video. I am thinking about doing some audio stuff on Substack, I would like to experiment with that.
David, your perspective on the "Bloat Era" of video content really resonates. The unsustainable costs and focus on fleeting engagement remind me of the pitfalls of relying too heavily on any single growth channel. Just as with social media algorithms, the constant pivot to more expensive video production highlights the importance of diversifying our strategies. Written content, with its authenticity and depth, offers a more sustainable path—much like building your own channels of engagement early on. It's a reminder that in both business and media, resilience comes from adaptability and not putting all our eggs in one basket. How do you see this trend influencing content strategies for solo entrepreneurs?
I think it’s interesting that you can post video on Threads but I hardly see any on there. I think people are getting burned out on the nonsense bandwagon.
I recently saw this video on Youtube from fpt "How MKBHD RUINED Tech Videos" where he talks about copycats and over-editing the videos.
I naturally prefer the written word, as opposed to videos so it's hard to have an unbiased opinion on this, however, I think the platforms will split - YouTube will be high production value, and on others, like TikTok, will value the opposite.
I create videos as a way to enhance what I’ve written. I never got into TikTok. I see video as another art form for storytelling much like scrapbooking. I also tell stories through dance (which is harder to convey than through writing) and using video along with text adds another layer to the experience. Thanks so much for this post.
That's a really interesting (and encouraging) way to look at it. I certainly felt some internal pressure to create video content (because of my particular niche it could potentially work very well to complement my writing) but I always felt some inner resistance to it. I know it would be time consuming and I know that I would not enjoy the process. So I'm very happy to let myself off the hook :)
We're in the same boat, Tanya. It's refreshing to be validated by David's message and to hear that I'm not alone in my resistance to video. I, too, feel like I can let myself off the hook.
I personally struggled with just audio and need a visual. This harkens back to before social media too, in a place like a classroom or lecture. I had to take notes to be able to “see” what I was hearing. My retention of content is much lower if it is audio only.
Thanks for your response, Liz! If you'll indulge another couple of questions queued off of your response, does listening to audio with intent (which, for you, may include taking notes) rival video? Beat it? Still fall short? I won't taint my query with further details. I'm sincerely interested in your thoughtful response. Thank you in advance!
Doing anything with intent will beat it! Listening to audio and taking notes is probably the exact same as doing that live or with video. I think you’ve hit the nail on the head - it is the intent behind it.
Because even with video content online, I often read the subtitles more than watch the actual images. And even if I’m watching a YouTube video or short form content, it all falls apart (in terms of retention) if I start multi-tasking.
I’m actively trying to mono-task for this reason. Focusing on one thing, no matter what it is, is way more efficient and effective.
The irony behind this is that I create audio only recordings for my business. But because they’re breathwork/meditation or visualization based you are monotasking and based around one specific intention that you’re completely immersed in. I’ve never had a problem with content when that is the driver behind it.
There's a lofty goal for all of us: Get people to intentionally tune into our content (live, video, audio) as if they are doing breathwork, meditation, or visualization. When we figure out how to do that, we will all be able to make larger impacts! Thanks for your thoughts and insights, Liz. You have been genuinely helpful!
Thanks for this perspective David. Funny that it landed in my inbox just as I was posting a video😂 I quit TikTok and IG last year, but the playful kid in me still loves a little video now and then, like the vlog kind, or the kind that documents a little beauty.
I have a YouTube channel and am caught up in a pointless attempt at trying to make more professional content while I simultaneously prefer watching less professional content. I think you’re right that the trend is now towards amateur authenticity and away from big budget stuff. People need less entertainment and more connection.
I’m personally tapped out with most short form video content. It’s too much rattling around my head and feels overwhelming and distracting from my own independent thoughts.
I never went on TikTok and I’m constantly thinking of leaving IG for this reason.
That being said - I still get stuck in the scroll
But didn’t video kill the radio star ;) (throwback for any Gen Xers out there - lol).
I just bought a course from Justin Welsh, very reasonably priced. In the first section he said he was going low on Production value, high on content value, and he wanted it to be an affordable course.
It was still well done production wise; if he hadn’t said anything, I wouldn’t have given it an extra thought.
When the content/message is solid and clear, the extra bells and whistles aren’t always necessary.
I agree, Karen. Furthermore, it often feels like the "extra bells and whistles" are there to make up for a lack of solid, clear, content. It's feeling good to read these responses and see that I'm in good company with my feelings. Thanks for taking the time to comment!
Nice 80's song :)
Much like writing, if you steer clear of “the rules” and do it because you love it then video is fine. If you’re trying to keep up with the algorithm or go viral then I can imagine the process is much less fun. I have a video channel and put long form content out every two weeks. The stats are not particularly impressive but that’s OK. I’m learning my craft both in written and visual form
The one problem that’s looming over our heads is AI.
Had we not had tech that can easily output text to make anyone seem smarter than they are, I’d agree with you.
But I do think the written word is always getting pushback because there’s no way to test its authenticity.
I have personally stopped reading any books published past 2022.
There is something in this. I now use AI for a summary of key learnings and takeaways and any counterintuitive insights. Then if it piques my interest I’ll buy the audio or e-book. Real books depend on who is saying what that I think I can learn from (non-fiction) or indulge in (fiction)
I never really wanted to make videos, I thought it would take too much effort and money to produce a YouTube video. I am thinking about doing some audio stuff on Substack, I would like to experiment with that.
David, your perspective on the "Bloat Era" of video content really resonates. The unsustainable costs and focus on fleeting engagement remind me of the pitfalls of relying too heavily on any single growth channel. Just as with social media algorithms, the constant pivot to more expensive video production highlights the importance of diversifying our strategies. Written content, with its authenticity and depth, offers a more sustainable path—much like building your own channels of engagement early on. It's a reminder that in both business and media, resilience comes from adaptability and not putting all our eggs in one basket. How do you see this trend influencing content strategies for solo entrepreneurs?
Woow you opened my eyes
I think it’s interesting that you can post video on Threads but I hardly see any on there. I think people are getting burned out on the nonsense bandwagon.
I recently saw this video on Youtube from fpt "How MKBHD RUINED Tech Videos" where he talks about copycats and over-editing the videos.
I naturally prefer the written word, as opposed to videos so it's hard to have an unbiased opinion on this, however, I think the platforms will split - YouTube will be high production value, and on others, like TikTok, will value the opposite.
I create videos as a way to enhance what I’ve written. I never got into TikTok. I see video as another art form for storytelling much like scrapbooking. I also tell stories through dance (which is harder to convey than through writing) and using video along with text adds another layer to the experience. Thanks so much for this post.
That's a really interesting (and encouraging) way to look at it. I certainly felt some internal pressure to create video content (because of my particular niche it could potentially work very well to complement my writing) but I always felt some inner resistance to it. I know it would be time consuming and I know that I would not enjoy the process. So I'm very happy to let myself off the hook :)
We're in the same boat, Tanya. It's refreshing to be validated by David's message and to hear that I'm not alone in my resistance to video. I, too, feel like I can let myself off the hook.
yay to letting ourselves off the hook :) !
Short, "real" videos can be a nice addition to writing for me, but not a replacement.
Woah, $5 million per video? That's crazy! I knew production costs were going up, but that's wild.
I appreciate the writing vs. video comments here. Does anyone have a feel for audio vs. video?
I would rather produce audio than video, people like books on tape.
I personally struggled with just audio and need a visual. This harkens back to before social media too, in a place like a classroom or lecture. I had to take notes to be able to “see” what I was hearing. My retention of content is much lower if it is audio only.
Thanks for your response, Liz! If you'll indulge another couple of questions queued off of your response, does listening to audio with intent (which, for you, may include taking notes) rival video? Beat it? Still fall short? I won't taint my query with further details. I'm sincerely interested in your thoughtful response. Thank you in advance!
Doing anything with intent will beat it! Listening to audio and taking notes is probably the exact same as doing that live or with video. I think you’ve hit the nail on the head - it is the intent behind it.
Because even with video content online, I often read the subtitles more than watch the actual images. And even if I’m watching a YouTube video or short form content, it all falls apart (in terms of retention) if I start multi-tasking.
I’m actively trying to mono-task for this reason. Focusing on one thing, no matter what it is, is way more efficient and effective.
The irony behind this is that I create audio only recordings for my business. But because they’re breathwork/meditation or visualization based you are monotasking and based around one specific intention that you’re completely immersed in. I’ve never had a problem with content when that is the driver behind it.
Thank you for the questions!
There's a lofty goal for all of us: Get people to intentionally tune into our content (live, video, audio) as if they are doing breathwork, meditation, or visualization. When we figure out how to do that, we will all be able to make larger impacts! Thanks for your thoughts and insights, Liz. You have been genuinely helpful!
You're welcome! Thanks for opening up the discussion. And yes, it is a great goal!
Thanks for this perspective David. Funny that it landed in my inbox just as I was posting a video😂 I quit TikTok and IG last year, but the playful kid in me still loves a little video now and then, like the vlog kind, or the kind that documents a little beauty.