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What We Learned About Online Video This Week July 22, 2009

Posted by jonbernstein in Uncategorized.
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From YouTube to the iPlayer via newspaper sites offering moving pictures, the digital landscape for video already looks well-established.

But four years on from the moment we went from Dial-up Britain to Broadband Britain, we still have much to learn.

In my latest contribution to Journalism.co.uk I look at five lessons from the last seven days. Namely:

1. If you build it they will come…
(…provided you build something elegant and easy to use. And then market it like crazy.)
2. Don’t do video unless you’re adding value
3. You can’t control the message
4. Brands love YouTube
5. Death is a good career move online too

More on each here: Five lessons from a week in online video

Related:
- What Chris Brown’s YouTube Apology Tells Us About New Media
- The Independent Adds Video. Why?

YouTube If You Want To: Why Susan Boyle Won’t Save Michael Grade’s Micropayment Plan July 15, 2009

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Interesting discussion towards the end of last week between Five Live presenter Simon Mayo and ITV’s executive chairman Michael Grade.*

Inevitably, they talked Susan Boyle, star of YouTube for the month of June and Grade made a pitch for micropayments.

As I explore in my latest column for Journalism.co.uk today, there are at least four good reasons why making micropayments pay off is going to be a tough challenge for ITV. Briefly,

1. Micropayments don’t work for perishable goods
2. Micropayments put people off
3. Micropayments only work if you control distribution
4. YouTube clips drive traffic first, revenues second

You can read the piece here for a little more meat on the bones.

(You can listen to the interview on the iPlayer until midnight Wednesday 15 July. Grade interviews starts around 1 hour, 22 minutes.)

Related:
- Scarcity, Abundance And The Misapprehension Of Online Advertising
- What if the business model for news ain’t broke?
- More Journalism.co.uk columns