Video Shopping is all about Creation, and just like all great creators in history, retailers need to be regularly producing a large amount of content in order to achieve real success, and create a powerful impact on the market.

Quality seems to be the point of focus when it comes to content creation, and even though we all aim at "Doing the best", it seems that we sometimes waste time and energy focusing on "the best", instead of "doing". It just so happens that the only way to create the best, is by creating a lot until the best comes out. Great artists are often portrayed as mad men and women, and they somehow are; just through the sheer obsession with sharing their message and letting their voices be heard. That's what your brand should be doing.

Vincent van Gogh created over 2000 artworks in a career spanning around 10 years. This amounts to around one fresh artwork every 36 hours! Of these 2000 artworks, he created about 10 to 20 that are considered masterpieces, and will be remembered forever. The same goes for the great Miles Davis, with a stomping 1000 songs to his name, and just one album (Kind of Blue) that indefinitely changed the world of music. Both these artists did not know they were creating masterpieces before they were done. They were solely focused on creating, and the world decided. This applies to every influential artist/creator of their times, from Bach to Lady Gaga.

The ceramics class

To put the "Quantity vs Quality" theory to the test, a ceramics teacher divided his new students into two groups for the course of a semester. One group was given the assignment of creating as many pieces as possible, and the other would have to focus on creating only one perfect ceramics piece over the course of the semester. As a result, it seems that not only no student in the second group was able to create a perfect art piece, but also that the overall quality coming from the first group was surprisingly higher.

"It seems that while the quantity group was busily churning out piles of work - and learning from their mistakes - the quality group had sat theorizing about perfection" (Art & Fear by David Bayles and Ted Orland).

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Quantity makes the master

There are very little benefits to spending time planning the perfect show. Instead, follow the process of all great creators, and focus on publishing a large amount of content to your platform. This gives you the time, freedom and peace of mind to experiment with different formats, creators and concepts, which will improve your live shopping game big time! There are many things to learn along the way, and plenty of room for innovation. Trust the process and most of all, trust your content creators! Before you know it, you'll be creating your very own video shopping masterpieces, and ruling social commerce!

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