Text vs. video is probably just generational, as Michael Mejia vividly explains. (Many values, beliefs, and cultural verities people think are eternal and unchanging are actually just generational, or shared by several generations but not necessarily by those before and after.) I haven't seen very many video reviews of cameras. I don't like watching them, therefore I'm not very familiar with the genre. I'm sure there are many good ones out there. I do appreciate David Thorpe. (He's probably closer to my generation!)
Also bear in mind that I'm a creature of the printed word, so what you're about to read comes from the standpoint my own bias. (That bias is dear to me, so I certainly don't apologize for it. The written word is fabulously rich and has given me great pleasure throughout my life, in many, many ways.)
The shortcomings of video reviews were stated succinctly by nextSibling:
The problem with video in general is it has very low information density and poor reference mechanisms, as information designers would say.
Bingo. A commenter also named Michael extolled the video Fuji X-H1 review by Palle Schultz (who, Roman points out, is not a fully independent reviewer, but, like Jonas Rask, is an official "Fuji X Photographer." Here's the list).
And actually, for me, Palle's video is a perfect illustration of what nextSibling complains about: it's mainly about the videography aspects of the X-H1, something that doesn't interest me because I shoot only stills. So I get 1/5th of the way into the video, and it starts to waste my time with details about what it's like to shoot video with, and then I get more and more impatient as I wait for the video-shooting segment of the review to end...which it never does, because the reviewer has shot a doc with it and it's almost entirely a discussion of his thoughts about the X-H1's video capabilities. Would I have watched the whole thing through if there was some way of knowing that in advance? No. But nowhere is the review labeled as what it is, and I have no way of knowing that most of the information I happen to want is not even there. I'm just following along blind, going wherever the guy who's talking wants to take me.
Upshot, for Michael: "No reason to view or read anything else." Upshot for me: almost entirely a waste of my time. (Nothing against Palle; his information seems good for what it is.)
Quick, find that
Reviews such as those on DPReview have very good "reference mechanisms" (the table of contents and the index in a printed book are reference mechanisms) in the form of a dropdown menu where pages are labeled with different topics. So if you want to find out about stabilization, say, you can go directly to where that is discussed. Great, except that a technical review has another large failing, which is that it repeats a great deal of the information provided by the manufacturer. I consider most of that to be redundant. I'm fully capable of finding the press release and going to the manufacturer's website (or B&H) and reading the manufacturer's claims for the product, all by myself. A review should contain judgements and opinions. I don't want it to be a substitute for, or a rehash of, the manual. So the only bits of a technical review that interest me are the little nuggets where the reviewer evaluates or critiques the manufacturer's claims or approaches those claims from the standpoint of actual use or experience. And those are sparse.
In that way, even a review that's "dense" with information actually has low information density, which has always been my problem with technical reviews. (I really don't even want all the nitty-gritty spec-sheet details on a product until I've 90% decided to buy it.)
And you are...?
A basic problem of many video reviews these days is that unless they're an established content provider and you're an established fan, you often have little idea of the qualifications and skill level of the reviewer. Take this to the bank when I say it: many people can talk a great game without having the skills to shoot their way out of a wet paper bag. When I write reviews, I take a lot of pains to let people know where I'm coming from and what my skill levels are—and I take pains not to lie about it. If I don't shoot video, say, or long lenses, or fast action, you'll know it, so you can evaluate the information you're getting from me accordingly.
Another obvious problem with reviews these days is that they are posted immediately, and they function mostly like company PR. Hey, look at this exciting new product, here's everything the manufacturer wants me to say about it, go buy it from my links! Right, we're all guilty of the latter, including me, because that's how sites survive these days. But that only excuses the practice, it doesn't make it a desirable trait in a reviewer. By far the most valuable reviews come from people who have used the product for weeks or months and have gotten thoroughly familiar with it through actual experience. (And who have gotten over the glow of "new toy" pride.) Not somebody who shot with it for an hour or just handled it at the company's booth at a show.
Unbeholden
This would seem to vindicate the practice of "beta testers" who receive pre-production samples and use them for weeks before the official rollout date. Except that's not a good practice either, because the best reviews are firmly independent and no beta tester can be truly independent, by definition, for the simple reason that they are dependent (note the word) on the manufacturer for the testing sample. So they're all "making nice." They know full well if they don't, they won't be getting the next new camera in advance. No matter how free they pretend to be, they are not free, because they always have to be mindful of their relationship with the manufacturer. They become de facto extensions of the company PR departments.
Another way this subverts impartiality is that the companies have learned to only give equipment to people that they know for sure are dyed-in-the-wool fanboys and highly unlikely to let slip a negative word. Leica is particularly guilty of this, but most of them do it. Why wouldn't they? They want PR. They do not actually want critical, fully independent reviews.
And ideally?
The best reviews, I think, would:
- Be fully independent*;
- Be the result of using the product over time;
- Be subjective, with the reviewer being completely forthright and forthcoming about his or her skills, affiliations, and biases;
- Keep fully in mind each reader's likely desire to skip over certain parts that don't concern, or pertain to, him or her;
- Keep the information you can get directly from the manufacturer and the manual to a practical minimum, instead reporting on independent experience and use and the results of independent testing, and things like look and feel and ergonomics**; and
- Mix text and very short videos (and other media, for instance graphs or sound files)—all well crafted, and each tailored to the information most suited to each specific media...
- ...With each of the separate video segments clearly labeled and short—of two minutes or less in duration. As the reference mechanism.
Is anyone doing ideal camera reviews these days, taking full advantage of the felicities of the Web but not falling prey to its commonplace idiocies? Not in my opinion***.
That's probably because no one can afford to. The competition from amateur reviewers and forum discussions is just too diffuse and widespread, and the pressure to provide fodder for peoples' initial curiosity is just too great, to focus sufficient attention on a professional, thorough, fully independent review that comes out weeks or months after the release date. Note that this is a situation that other industries exploit to the max; for instance, big ticket movies are now promoted specifically to minimize word-of-mouth publicity. Ad campaigns stir up interest in advance of the films' release in order to help make back the film's investment in the first days and weeks after release—even if the film actually sucks and the eventual consensus is that people don't like it. (That's why films' "first weekend" box office takes are reported so breathlessly, as if any moviegoer cares about that.) The parallel in our field is that people want to be first with the news—and the first owners of new products—because they get attention that way.
But here's the point relative to the post title: the best video review would probably be a string of separate very short video segments, each part labelled separately. That each part should be competently done and maximize video-specific forms of content, things that video is actually useful for conveying, while minimizing the annoying "talking head" stretches, should probably go without saying. Except that it does need to be said. (Have you ever watched a video review where the talking head is waving a new camera around and you just want to have a decent look at the darned thing? Like the guy who was waving around a GX9 for minutes on end while I still didn't know if the viewfinder was fixed or tilting, or whether the viewing screen was the flip-up type or the side-articulated type. That drives me nuts.)
I should add that I've been reviewing cameras since the 1980s and I'm a former editor-in-chief of a technical photography magazine. Just saying that so you know I know my way around the subject, even though I only infrequently write full, formal reviews any more.
Mike
(Thanks to many commenters from Saturday)
*For instance, I get review samples only from B&H Photo and LensRentals; I can be beholden to both those organizations without being the least bit prejudiced in favor of, or against, any particular brand of camera or lens. When I reviewed the Sigma 35mm ƒ/1.4 Art I had two of them here, one for the Sony A900 and one for the Nikon D750, but I didn't have any connection to Sigma or, in fact, any contact with them at all. All you saw was some nice words about LensRentals, which were not prejudicial.
**I always tried to keep in mind the interests of the person who would like to use the camera but couldn't. What would I want to know about it myself if someone else were telling me of his experience with it? It's very hard for inexperienced and amateur reviewers not to take things for granted.
***Roger Cicala comes closest, for this writer. Thom Hogan's and Kirk Tuck's are very good. I don't actually look at a lot of other peoples' reviews.
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(To see all the comments, click on the "Comments" link below.)
Featured Comments from:
Ferdie: "tl;dr. ROFL!"
beuler: "Generally, text reviews are more informative than video (think of the typical spec table). Video reviews are more entertaining than text (think of ex-DigitalRev TV presenter Kai). Do I seek gear reviews to be entertained? Absolutely! Sue me. :-)
"Most video gear reviews will fall between the two extremes of production value. On one end of the spectrum there is just a guy sitting in front of the camera talking. Here is an example à propos. On the opposite end of the spectrum there is the voice over a multitude of imagery that helps to make the point. Here is an example of a one-man-show with high production value. And here is a video review of video review channels. [That last is excellent; thanks. —MJ.]
"In the end what really counts and keeps viewers coming back is engagement. The guy just talking to the camera can be engaging if he is a naturally gifted public speaker and the high production value video will engage if the eye candy is sweet enough—this is independent of the content/substance. In a similar way, the most expert gear connoisseur will not have a single reader for a blog post if he is a lousy writer. Any of you who are regular readers of the LensRentals blog can consider if you keep coming back because of the deep technical insights or because of the wit and lighthearted penmanship of Roger Cicala. Many of the readers here will no doubt watch videos occasionally if they are posted in the middle of a web page article. Just be aware that a huge chunk of Internet users will occasionally read a blog post if it is linked from a YouTube video."
Bill La Via: "I would say that Jonas does a pretty good job of making his biases known (see the second paragraph in his review). Not all sponsored photographers (from any of the brands) do so but I have always found him to be pretty transparent. I also find some genuine nuggets in his 'reviews.' I have found that one needs to read many reviews to triangulate a completely balanced view of a product, and that even then it’s only an approximation of reality; biased reviews are the norm rather than the exception."
Gordon Lewis: "For what it's worth, I tend to look at the video vs. text issue from the perspective of being a professional instructional designer for roughly 20 years. In my profession, video is perfect for showing how to do a procedure, or showing something that would take a lot of words to clearly describe. A procedure can be as complex as a total ankle replacement surgery to something as mundane as clearing a clog out of a dishwasher, but if the steps are visually clear enough, the need for verbal description is minimal.
"Even so, it's good practice to add time coded steps or sections, so that if I want to go directly to Step Three or some other important topic, I know exactly where to find it. Where video really sucks is when you have a talking head or disembodied voice that is simply explaining instead of showing. This is almost as idiotic as having a voiceover narrator read the exact text that's already printed on screen. Why do I need to look at you if all you're doing is talking while holding a camera?"
Keith: "Print vs video. Maybe it's because I'm old school, but video as a way of giving actual information is terrible. With text one can skim along thinking, 'I know this, know this, know this, aha! that's what I'm looking for,' and then start reading closely. It's easy to go back to step 2, and make sure you really do cut the red wire before attaching the blue wire to something. One can skim over the introductory text and dive right into chapter 6, because the table of contents says that's where to find what you're interested in. That can't be done on video unless someone has already posted a comment (if you read the comments) that says the review actually starts at 2:18. Plus,and this is a personal thing, I can't stand the way most videos start. 'Hey what's up, blah blah here for xyz, click on the like button,' and other such blither. Most of them have no idea how to get to the point, and once there, stay on it. Give me text any day."
Terry Letton: "This just reminds me the Chevy Vega was once Motor Trend Car of the Year. I bet MT would have liked that one back."
Wes Cosand: "Just a note to say thank you for your reviews. On the basis of your reviews of the Panasonic cameras and those of David Thorpe, I rented the Panasonic GX8 and its Olympus competitor and used them for a couple weeks. Then I gave my children all my full frame gear and ordered GX8 bodies and lenses, and have never derived more joy from photography."
Nicholas Condon: "As a 43 year old, I'm middling-young for a (now somewhat lapsed) hobbyist photographer. As an Internet content consumer, though, I'm ancient. And I just absolutely can't stand to acquire information (as opposed to entertainment) from videos. 'Hi, I'm Bob. Today, I'll be showing you how to use the <$FEATURE> of <$PRODUCT>. First, turn on <$PRODUCT>...' ...And with 30 seconds wasted without one single quantum of useful information conveyed, I'm done. In that amount of time, there's a good chance that, on a text-and-graphics instruction page, I could have already found the one small bit of information I was looking to obtain from the silly video to begin with. Meanwhile, my girlfriend's 12-year-old daughter would rather sit through a 45-minute video to obtain one sentence of useful information than find that one sentence in a well-written text-and-graphics article. There is either a severe generational divide here, or that particular 12-year-old has substantially more patience than this particular, grumpy 43-year-old."
Mike replies: Yes, it's somewhat interesting and ironic how common it is to say that kids today don't have any attention span, when actually they have a protean patience for videos that many older people don't have. I do wonder how they spend time to watch all that...but then, they would wonder how I have the time to read a book each week. I guess it's all a matter of priorities and preferences.
Rene Theberge: "The best review of a camera I've read in a long time is Kirk Tuck's recent review of the Panasonic GH5. It told me everything I needed to know about this camera in actual use."
Eolake: "Correction: MY generational ideas are wise and correct. Earlier ones are stuffy. Newer ones are silly and ephemeral."
Jim (partial comment): "I second your comments re video vs. written reviews or whatever, and that from someone who has created over 100 highly technical videos, mostly lectures, that have over 2.5 million views. I have two 30-something techie kids and know other age groups and I think the deal with video is 'CPA'— continuous partial attention. You cannot read an article and do much else, but you can watch a video with some attention and do other things. The bane of our existence is the CPA on phone calls when you can hear the clicking of a keyboard in the background."
Mark Roberts: "I greatly prefer written reviews to video, but so many video reviews fall far short of what they could be. Here's a checklist that far too many YouTube video makers have no idea they need. How to make a video:
1 — Write a script Write out exactly what you're going to say (verbatim) and what you're going to show. Then re-write it.
2 — Rehearse the script For crying out loud, practice a few times before you press Record.
3 — Edit Trim all the fat.
4 — Add voiceover narration in post Don't describe doing what you're doing while you do it. Adding narration in post lets you concentrate at one thing at a time and do it well.
5 — Edit again After you think you've trimmed as much as you can, watch your video again and see if you can cut any more. If you're honest with yourself you'll find more. I've given up on many videos because they were too long but never one because it was too short.
"Also: Keep the intro brief. I've seen some that go one for almost a minute with animation and music. Check out B&H Photo's videos for comparison. Their intro is five seconds long and contains little more than their logo."
Mike replies: I will add to your Number 5, Mark, that I'm more engaged with videos that move quickly. When my son did his videos when he was in high school, he researched the top video presenters and developed a fast and clear method of speaking (which he was very good at). One of my favorite video producers, Doug DeMuro, speaks very quickly and actually edits out many pauses. It's not that everything he says is essential, as that the video keeps moving quickly. I can stick with him for 18 minutes where I will leave other presenters much sooner simply because they talk slower and don't fill the time as well.
Also, your Numbers 2 and 3 go together somewhat...as you rehearse, edits will be suggested as you actually hear what's natural to say and what's not.
Ken Tanaka (partial comment): "Honestly, whether you’re researching a camera or a lens, renting/test-driving is THE best way to make the best-infomed decision about something costly."
Roger Cicala: "Another well thought out piece, Mike, that I enjoyed. I work with around a hundred 25–35 year olds and have this conversation with them a lot. I find video reviews inefficient and a waste of time; they find written reviews not very entertaining.
"Personally, I think video avoids constructive criticism. When I see someone writes something I think is wrong or incomplete, I send them an email, they can correct their article if they think it's appropriate in a few keystrokes. When the video is incorrect at the 15:33 mark, well, they aren't going to make a new video. And I've always wondered, if everyone is there to watch video because they don't like to read, who reads the 312 comments on the video page? What's the proper protocol, anyway? Shouldn't I make a video comment instead of writing?
"In this business, the one thing that has amazed me is how little investment from the manufacturer is required to get PR reviews. A few lenses, a trip or chance to lecture, being named an 'Ambassador,' and they have a friend for life. It's got to be the best return on investment they can get.
"I'm very lucky, I don't have to make my living doing this. I want to believe I'd write the same stuff if my livelihood depended on it. But I doubt that's really true; I'd certainly be more 'damn with faint praise' and less 'they really screwed this up.'
"You, Thom, Kirk, Dave Etchells and a few others are opinions I search out. I think, perhaps, what we all have in common is we're old enough to not care what the manufacturers think (very much)."