They’re all over the web. Big companies producing safe and uninspired internet videos. There’s nothing wrong with them. They’re just… well… boring and easily forgotten.

I started thinking about this over the weekend. I went to the U.S. Postal Service website to track a package. What I found was a newly designed website and a video.

No surprise I clicked the video.  It contained a voice over and a series of graphics explaining the new website. It’s professionally done, looks good, sounds good, and a day later and I really don’t remember much of the content.

That’s why playing it safe often ends up being a waste of time and money. The postal service spent good money to produce that video. I watched it and forgot it instantly.

What’s the point in producing a video if it’s not going to impact your audience?

–Tony Gnau

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