Video Blogging – The Dogs Don't Like it

There is an apocryphal marketing story about a marketing company that launches a new dog food. They have huge success initially and generate lots of buzz via TV advertising and print media. Things go really well but after a few months sales start to drop off dramatically. Eventually they send a field marketing guy out to find out what’s going on. He comes back with the answer after a few weeks,

The Dogs don’t like the dog food

That for me is the challenge of video blogging. The transaction costs are just too high for all but the most committed bloggers, worse the transaction costs for all but the most committed viewers are also sky high.

The “creating : reading” compression ratio implicit in a written blog  (It may take me 10 minutes to write a blog post but you can skim it in  about 10mseconds) doesn’t exists in video blogging. It takes nearly as long to watch as it took to shoot.

The upshot of all this is that only heavily branded a-list blogs (such as Loren Feldman’s 1938 media)  are likely to make much headway.

Seesmic, not so much.

3 thoughts on “Video Blogging – The Dogs Don't Like it

  1. You might be right, but it reminds me of great discussions about the number of people who would never need telephones, or mobiles, or PCs 🙂

    The debate about the appropriateness of the use of video, including video telephony is interesting and I buy your argument about taking time to review, but the evangelists like Loic Le Meur will persist in showing us what might be possible. Besides Joe, you have a face for TV!


  2. +1

    The day that my feed readers (desktop and mobile device based) can download, cache and playback full vblog entries, without me noticing in terms of cost/time, is the day I’ll start subscribing to more vblog content.
    iTunes/iPod do this for music and some video content but only in apple land and only over flat rate broadband (if you are sane!)



  3. Your post reminds me of my experience with podcasts. Initially I, wrongly, thought that podcasts were essentially audio blogs and could never see what all the fuss was about – I couldn’t visually scan a podcast, couldn’t search its contents and it took me longer to ‘digest’. Then I started to view podcasts not as audio blogs but more as radio-type clips. What brought about this change in perception was a change in how I listened to podcasts – not using the same pc in my office that I use to read blogs but instead using my N95 to play the podcast in the car while I drove. The N95 also made it very easy to download the podcast via my wireless lan at
    My point is that maybe if you start considering video blogs as online video content and create an environment suitable for digesting such content (maybe a Wii connected to broadband, wired to your 42inch plasma, with a wireless keyboard, you on your couch with a glass of wine) you may value it differently. I haven’t tried this myself as I am still building my ‘environment’ but I am so shocked and amazed at how easily podcasts displaced my radio and music listening in my car (and lately at home) that I can’t wait for ‘video blogs’ to displace Pat Kenny, Your a start and all that other shite I watch but don’t enjoy. I’m looking forward to kicking back and watching with a bottle of beer, unwinding.


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