Why creators should be making infomercials | Connie Chan | a16z Podcast

Why Creators Should Be Making Infomercials | Connie Chan | a16z Podcast

Exploring the Future of Video Shopping

When discussing the future of video shopping, it's crucial to understand the potential for unlocking more possibilities once platforms go live. Whether it is short video, pre-recorded content, or long video formats, there is still much room for exploration and development. This potential can be seen when comparing it to the "as seen on TV" infomercials from our childhood. These infomercials were highly effective, largely due to their entertainment value.

The Nostalgic Appeal of Infomercials

Growing up, many of us were captivated by these infomercials. They did more than just sell products; they entertained us. This combination of commerce and entertainment was a driving force behind their success. It's intriguing to note how this blend of marketing and entertainment made infomercials resonate with a wide audience.

The Current State of Video Advertising

Currently, when we look at video content on platforms such as Instagram, many of the videos are still primarily ads or influencer campaigns. These typically involve sharing a product endorsement, but they often lack a key element: entertainment. They inform or endorse, but they don't captivate the audience in the same way that traditional infomercials did.

The Entertainment Gap

There remains a significant gap in making video shopping as entertaining as other forms of content. Although influencers and brands may share endorsements, the videos often don't engage viewers on a deeper level. There is a long way to go before video shopping in the West achieves the level of entertainment that can entice and retain viewers more effectively.

Keywords

• Future of video shopping
• Live video platforms
• Short videos
• Long videos
• Infomercials
• Entertainment value
• Video advertising
• Influencer campaigns
• Product endorsements
• Instagram
• Entertainment gap

FAQ

1. Why were "as seen on TV" infomercials so effective?

• They combined commerce and entertainment, capturing the audience's attention and making the marketing experience enjoyable.

2. What is lacking in current video advertising on platforms like Instagram?

• Current video advertising often lacks entertainment value, making them less engaging compared to traditional infomercials.

3. How does video shopping need to evolve in the West?

• Video shopping needs to bridge the entertainment gap by creating content that not only endorses products but also captivates and entertains viewers effectively.