Episode 107: The Platform Changed Its Mind. Your Video Shouldn't Have To.
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Episode 107: The Platform Changed Its Mind. Your Video Shouldn't Have To.
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Two years ago, Instagram told businesses to keep video under three minutes. This week it announced a test of videos up to ninety minutes, in the main feed, with a path to your television. Same company, same customers, opposite instruction.
In this episode, Jeff walks through the two reversals, why the stated reason has shifted from how people behave to where people are, and what it means when a platform asks businesses for their most expensive asset, long-form video, in exchange for distribution it can re-price at will and no share of the revenue.
The heart of the episode is a distinction every CEO can use: two videos can look identical on the day they post. One is built for the feed and belongs to the platform. The other is built to answer a question your buyer must have answered before they’ll trust you, and that one is yours wherever it lives.
The move: the next time someone says, "We should be doing video," don’t answer with a platform. Answer with a question.