In my latest piece for the the Guardian Media Network, I look at examples of good online video in action. My experience is that most video on the web is “long, self-indulgent, rambling and shambling – video for bosses (internal stakeholders, if you must); not video for viewers.”
By looking at those that (mostly) get it right – from the NME to WSJ, The Atlantic to Channel 4’s The Last Leg – it’s possible to learn some useful lessons that are applicable in most circumstances. Lessons such as these:
1. Answer the question. Explainers work.
2. Keep it short. Brevity takes times. But it’s worth it.
3. Repurpose, repackage, reuse. Better 10 well-targeted one minute videos than one 10 minute grand tour.
4. Think discoverability. Headlines matter.
5. Text and moving images, a perfect partnership. To liven things up, aid understanding or create a brand new strand.
6. Leave them wanting more. And tell them where to go.
Read: BuzzFeed to NME: a publisher’s masterclass in producing online video
*Breaking* UK news aggregator NewsNow is pulling links to many of the UK’s biggest national newspapers after failure to reach agreement with The Newspaper Licensing Agency Limited (the NLA).
The NLA had threatened NewsNow with legal action if it did not change the way it does business or cease from linking altogether.
The aggregator’s managing director Struan Bartlett said: “We strongly feel that to accept the NLA’s terms would set a dangerous precedent restricting our customers’ ability to conduct their business freely.
“We see this as a ‘slippery slope’ towards any free-to-access website demanding licence fees from any organisation for circulating or clicking on links.”
Newspaper titles that NewsNow is to pull from its subscription service include The Daily Telegraph, The Guardian and the Daily Mirror. NLA member publications will remain available via NewsNow’s free website.
For the background to this story see:
NewsNow: ‘End These Indiscriminate Attacks’