The online video landscape has changed about as quickly as people used to change channels before the days of DVR.
Here are several ways things have changed in the world of online video.
Branded By vs Sponsored By
Let's be honest, no one really wants to watch traditional TV advertisements any more. We've all got DVR and fast-forward through the commercials (with the Super Bowl as the obvious exception). When watching online videos, we can't wait until the seconds tic to zero on the counter for when we're allowed to skip the rest of an online ad in favor of our desired content destination.
However, viewers are increasingly tolerant of branded media. We know someone had to foot the bill for what we're watching, more often than not. We'd just rather not be beaten over the head with it. Or, in some cases, the ridiculous frequency with which a brand is mentioned is the punch line, in which case we're ok with that too... so long as it's funny. This has actually made advertising harder, but the rewards of creative content are much bigger than before.
Supply & Demand
There is a growing desire for digital content; online video in particular. With the increasing numbers of tablets and web enabled TV's and Tivos in the hands (and on the walls and TV stands) of consumers, the demand for compelling online video has grown exponentially compared to the amount of quality content available. View counts are up. This means people are rooting for you to make them something that will satisfy their media craving.
Conversation
This opens up a world of opportunities for those willing to embrace online video as a means to interact with the public. And that is exactly what should be your goal when looking to get your content into the eyes and ears of the masses; interaction. An ad might induce a person to purchase a product (once), but compelling content will start a conversation with a viewer that gets them to share your video with others and come back for more. This means the goal of the video isn't the hard sell so much as the fostering of a relationship. Your audience will then become your ambassador, making your brand part of their greater cultural conversation that defines the community at large. Cool, right?
Limitless
And the limits that previously dictated the parameters of what we could and couldn't do have all but evaporated.
Time
The 30/60 second commercial time constraints are gone and videos can be as long or short as we want them to be. Just keep in mind the attention span of an online viewer. On one end, we're seeing 5 second and even 2 second online film festivals cater to our supposedly shortening attention spans. At the other side of the spectrum, comedic webisode series and long-form, lightly-branded documentaries are replacing the 30 and 60 minute lengthy viewing blocks that were once reserved only for television.
As more and more people cancel their cable in favor of a cheaper, exclusively-online viewing experience, this trend towards longer form online viewing can only increase. As long as it keeps the viewers engaged, the length of your video is up to you and them. As a rule of thumb, however, keep it short until you've proven to your audience it's worth sticking around for longer material. People are fickle.
Image Quality
The quality of the technology you use isn't as paramount either. Despite newer, better and cheaper means of imaging, making hi-end, HD video widely available, having compelling content is more important than the number of pixels in the frame. In fact, many branded videos have dumbed-down image quality and even production technique, so as to look more authentic; like they were shot on a consumer camcorder or security camera.
That said, framing a shot correctly, running good audio, quality lighting and all the other rules of film production should generally be followed. Just not at the expense of capturing compelling material. I find making a big to-do out of a quick man-on-the-street interview can ruin the spontaneity and cause a subject to clam up. Thus, I often opt to use available light and not switch up the setting too much.
Tact
Even the rules of common decency don't really apply. Unlike television, the FCC has little power and there are relatively few network standards to tell you what you can and can't say or do (depending on where you host). It's the Internet. And no doubt, you, as an online community member, have experienced some of the content that sought to test the web's non-existent limits.
From honeymoon candy-consummation (NSFW), to provocative women with dishware, to foul mouthed celebrity executives, you can practically get away with anything. Of course, I say this because I want you to realize the lack of boundaries. I don't mean to suggest you should rush to the edge, just because you can.
The one thing you really need to be mindful of is copyright infringement. And even that is a grey area as the remix is increasingly embraced as a media genre. SOPA didn't make it far, but Viacom, Time Warner and the rest of 'em are doing whatever they can to keep that Dutch boy's finger on the crack in their dam. But, unlike the fairytale, the town's people already tore down the dikes. And little can be done to stem the tide. So, slowly, the entertainment industry is realizing they may as well get on for the ride like the rest of us.
Now that the future is wide open, what are you going to do with it?
[Image: L-plate big cheese]
If you liked this, try:
- Bringing Content to Life: 5 Tips for Creating Online Video
- Online Video Takes TV Audiences
- Online Video To Be As Common As Search, Email