The Importance of Quality Video Production and Distribution : This Will Shock You

I heard a lot of complaints about the video from AHS 2011. Probably because video from The 21 Convention is so consistently off the charts, and their video production was shockingly poor, especially given the all-star 2011 speaking lineup.

What few realize I think is just how critical video production and distribution is for a speaker, for a speech, for an event, an organization, and so on…

To put this in perspective, I just did an average daily view count for Doug McGuff’s AHS speech and compared it to the average daily view rate for his speech at The 21 Convention 2010.

The results are startling, even to me.

His official AHS video averages just over 5.5 views a day. There is no indication this will increase at any future point in time.

Doug’s 21 Convention talk averages over 550 views a day, has for months on end, and all variables point to this rate only increasing as time goes on.

That wasn’t a typo. That’s 5.5 views versus 550, per day.

  • Exactly 365 days from now Doug’s AHS speech will be a little over 16,000 lifetime views.
  • Exactly 365 days from now, Doug’s T21C speech will exceed 300,000 lifetime views.

THAT, is the kind of viewership difference you are looking at over the long haul when a video is well produced and distributed, versus when a video is poorly produced and distributed.


— Anthony Dream Johnson

About Anthony Dream Johnson

CEO, founder, and architect of The 21 Convention, Anthony Dream Johnson is the leading force behind the world's first and only "panorama event for life on earth". He has been featured on WGN Chicago, and in the NY Times #1 best seller The Four Hour Work Week.    His stated purpose for the work he does is "the actualization of the ideal man", a purpose that has led him to found and host The 21 Convention across 3 continents and for 6 years in a row. Anthony blogs vigorously at and

4 Responses to The Importance of Quality Video Production and Distribution : This Will Shock You

  1. babbels April 22, 2012 at 3:32 am #

    True story Anthony… i was so excited when i found the AHS 2011 speeches… but then the quality wasn’t really as good as your videos and the power point presentation were mssing in some of the speeches… that sucks!

  2. Richard April 22, 2012 at 10:11 am #

    What you’re not taking into account is your choice of youtube to host, versus AHS’ choice of Vimeo. This may seem uninmportant, but as youtube is THE video hosting website for the vast bulk of overall users, theres more people using that to find video on topics. Add to this that Google is THE search engine for most people (the noun has become a verb i believe to be proof enough). Given this, and the fact that Google owns Youtube…. I’d guess you’re obtaining a lot “passer by” type views than AHS’ Vimeo account is.

    • Anthony Dream Johnson April 23, 2012 at 1:30 pm #

      Hey Richard

      Actually I was taking that into account. Utilizing a Youtube partner account is in part what I mean when I say “video production and distribution”. The distribution entails a lot of things, and hosting location is certainly a big component of that.

      Re google, actually you’d be surprised how little they incorporate Youtube results into Google. You would think since they own Youtube they would be more “buddy buddy” with Youtube videos, but it’s actually not that simple. Google shows the tops results … regardless of whether or not it is a video.

  3. Matt Horwitz April 22, 2012 at 2:17 pm #

    Video is so crucial and has been for a while. You, Anthony, were ahead of the curve when T21C started it’s high quality video, audio, and distribution. Shows how much a self-educated & resourceful person like yourself can make an impact.

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