Video Tapas – Bite Sized Nonprofit Video Production
The original title of this article used a McDonald's value meal metaphor but it didn't really hold up and using a McDonald's reference with a nonprofit crowd is a super bad idea. Onward and upward with Video Tapas. So what does all this have to do with your next nonprofit video production?
For those of you who don't know, tapas is a Spanish word for a variety of appetizers or snacks. Who doesn't like a variety of appetizers or snacks? No doubt the size is appealing but what is also cool about tapas is that it really puts the eater in charge. You're not bound by what the chef has decided makes for a good entree. You're not obligated to eat your food in any particular order. You make the call and you get to control your eating experience on a granular level. Opt out of the veggies...double down on the meat...eat your dessert first...pair items that really don't go together. Ultimately it's your call and not the Chef's. You decide what items you're interested in when you'd like to have them and dismiss the rest.
But this paradigm doesn't only exist in the tapas world. Many modern-day communication structures are going the tapas route. Let's look at two prime examples - Twitter and Netflix. For many, email has taken a back seat to Twitter. Most people get the bite sized nature of twitter - the limit of 140 characters. But perhaps the more significant change is the power shift from the sender to the recipient. It's the recipient who decides if they want to receive the information, not the sender. Again it's all about giving people the power of choice.
Netflix is another interesting harbinger of the modern day communication era. The DVR has been around for a while so there's nothing terribly novel about their 'on demand' service. It does eliminate the need for managing recordings and disk space on your DVR and for that I thank them. However, Netflix has just launched original programming. And if you haven't checked out House of Cards, you should. It's a great show that holds up to any HBO or Showtime series. So what's the big deal then? Well, to watch HBO or Showtime you're forced into a cable or satellite subscription. In other words, you're stuck with the whole meal. If you want Homeland, you're going to have to eat a side order of the QVC channel. But Netflix does away with this. If you like their programming, you can order it by itself with no strings attached. One small entertainment tapas plate...now that's yummy.
This is all fine and good but how does it relate to nonprofit video production? The tapas model can be applied to any kind of content - video included. When I meet with clients, they often have the intention of making one big video - an epic piece that will say everything they need to say. Don't get me wrong, I love that spirit. When we do start a project we should set our sights on capturing a lot of footage and information because it's way more cost effective and efficient. But we need to shift our mentality from one big video to a video project that will encompass lots of bite-sized videos. Because the reality is that even your biggest fans aren't interested in sitting through a long meal that covers all of your messages. So why not give them video tapas? Break the meal into smaller bite-sized pieces that they can choose for themselves. They will thank you for it and they will end up eating more.