NEWS VIEWS AND INSIGHTS ON INTERACTIVE VIDEO ADVERTISING POWERED BY: hawthorne direct
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Do Production Values Matter In User-Generated Content?

Maybe I'm too elitist, but I confess I have issues with user-generated content. For instance, check out this YouTube video

The information is excellent, but I have a hard time focusing on it because of what we in the biz call production values. There's no variety in the picture, the audio gets scratchy, and around the 2:10 mark, a phone rings and someone off-camera starts talking. This pretty much shot my attention to the content itself, which really deserves my full focus.

Of course, all communications face variations on this conundrum. If your writing is poor, readers lose focus on the story or argument and start hunting down typos instead. Public speakers who pepper presentations with "ums" will soon find their audience keeping secret tallies.

So the question is drawing the line, I suppose. How much slack do we cut "regular folks" now that everyone has access to the internet pulpit?



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