The Medium vs The Message

Despite Marshall McLuhan’s observation that “the medium is the message,” we often see non-profits, eager to jump on board with video, make the mistaken assumption that simply sharing a moving image satisfies that objective.

But it’s not the moving image that contains the “secret sauce” of good video, rather it’s the power to tell an authentic and compelling story.

To be fair, candid cell-phone video capture can be a wonderful addition to a communications strategy. But simply having the ability to include video snippets online does not remove the necessity of making sure that they communicate a message, or even a feeling, that is worth sharing.