YouTube is Important for Startups

Look, I am a video snob. I’ll admit that right up front. Since I come from a production background I’m used to lots of toys, like multiple cameras, lighting setups powerful enough to trip the breakers in any celebrity’s home, Steadicams, helicopters and satellite uplinks. I have standards, dude.  But mostly now I ignore them. I need the rankings.

Art matters. You need rankings, too.

Are you launching or running a startup? Spare no expense on your explainer video. Throw everything you can at it and make it great. Have real people in it, you, your co-founder, your users, people who benefit from what you’re doing. People using your product and enjoying life at the same time is an unbeatable combo. Keep the stick-figure animation to a minimum. It looks cheezy.

Bring on the cheez.

Speaking of cheezy, let’s switch the topic to YouTube. There are many things not to like about the platform. The cheezy ads, the cheezy videos that vault to the top of rankings, the clunky interface that invites struggle and strife. Vimeo is the elegant …

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There Will be Haters

There will be people who will not be that into your startup. You haven’t a choice in this.  Some will keep away because they don’t want to be involved with anything online.  Some will not be the early adopters you’re hoping to reach. Some of them will be famous. Jonathan Franzen, for example, has written a well-known screed against the Internet.

‘The work of yakkers and tweeters and braggers, and of people with the money to pay somebody to churn out hundreds of five-star reviews for them, will flourish in that world. But what happens to the people who became writers because yakking and tweeting and bragging felt to them like intolerably shallow forms of social engagement?’

He misses the ‘quality control’ of print, bemoans the self-promotional decibel levels required online.

I feel his pain; I like print, too. But people are finding each other in different ways now, and that means making noise. Make the noise useful. Provide information. Build knowledge. Create a connection where there wasn’t one before. We are trailblazers, so this is going to get messy. Some …

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