If you ask “Is less more?” I would almost immediately respond: Less is More! In design, and as a general rule, most often less IS more. There is a big “but” though.
Looking at social media, we have been educated for years by the algorithm that more is more. But how do you create good and relevant content with that mindset? I don’t know how everybody else does it, but I have come to the conclusion that I can’t do that.
Looking at the two main platforms for my social media output, namely Instagram and YouTube, I have tried scheduling video shoots to match the camera guy’s schedule to produce a video every 2–3 weeks. I have tried posting on Instagram at specific times of the week and in volumes that could take up most of my time.
Now, I wear many hats in Ansø of Denmark, and managing a business, designing and making knives, running a team, etc. is well beyond a full-time job. Trying to be creative on video on demand at the same time is something I have found to be hard to almost impossible while trying to stay true to myself and relevant.
The strange thing is that the more I tried to become consistent with content, the less consistent it felt with the way I actually work. Designing something new does not happen every Wednesday at 10 AM. Neither does excitement. And without that excitement, I am not sure there is much point in turning on the camera.
Maybe the answer is not to make more content, but to have more reason to make it.
I probably always knew this deep inside. But after a longer break from making content, I suddenly had the urge yesterday to plan the next video for the YouTube channel. I had finally decided on my next design project and found myself genuinely excited about sharing the process from start to finish.
In preparing for the upcoming anniversary event on October 3rd, I wanted to reintroduce a new version of one of my older models, and I thought that was both a relevant and interesting subject to make a video about.
It finally dawned on me that making videos on demand is not the way for me. I need to allow for periods of silence and then come back when I have a subject I can genuinely talk enthusiastically about.
So today I am starting to shoot the next video, and I hope for it to air in about a month’s time… possibly sooner, depending on when I can finalise shooting. All I can say at this point is that I am excited, and I think you will be too.
So I am done worrying too much about how often I post or how long it has been since the last video. If there is something worth showing, I will show it. If there is something worth talking about, I will turn on the camera. And if there isn’t, I would rather spend that time designing the next thing that eventually will be worth talking about.
J.
