Many people view content, especially videos, as merely informational tools. I've come to see this perspective as quite narrow. Content, in its essence, can be much more about conveying a certain vibe or atmosphere.
This realization hit me particularly hard in the context of event production.
Imagine sending out a one-minute clip that's solely focused on welcoming attendees.
This simple act of making attendees feel excited and welcomed, without delving into the nitty-gritty of event logistics, can be incredibly powerful.
It's about embodying a warm presence, a gesture that can resonate as much as, if not more than, any logistical detail in building a community.
This insight emerged from discussions with my partners at Edge City, as we explored ways to asynchronously welcome people to our events.
Given the staggered arrival of participants, a welcoming video can almost match the impact of an in-person opening ceremony, and a testament to the power of communicating vibe over information.