A high budget video doesn’t always translate to skyrocketing statistics and wide-reaching success.
A short promotional video called “A New Era – Stability. Prosperity. Opportunity,” was released on the Information Services Department’s YouTube channel. The purpose of the video is to celebrate the 25th anniversary of Hong Kong’s return to Chinese rule.
The Legislative Council said the video was the second-most expensive video out of the nine videos it produced during the 2022-2023 financial year. Even though officials spent $165,600 in creating the clip, the video only managed to gather 4,000 views.
The optimistic video pans over ambitious professionals and families expressing hope for a brighter future. “Stability is the cornerstone of development. Since Hong Kong returned to the motherland 25 years ago, it has encountered all kinds of challenges and remained strong and resilient,” the narrator says.
It’s a sentimental message but it may have not struck the right chord. Bruce Lui Ping-kuen, a former journalist and a senior lecturer at Baptist University’s School of Communication, believes that the stylistic elements need to be executed with more thought to the target younger demographic.
“Although the promotional video features young people, the style is a bit too similar to their past videos… They may need to think about how to create a more energetic video that can leave a strong impression,” he said.
Media experts attribute the low view count on YouTube to the fact that it was meant for television instead of the internet.
Source: https://youtu.be/xVjZlvMM3p0