Streamingmedia.com: The Ultimate Guide to Creating Online Video Content That Works

StreamingMedia.com
This article appears in the October/November issue of Streaming Media magazine. Click here for your free subscription.

Streamingmedia.com: The Ultimate Guide to Creating Online Video Content That Works, Part 1
by Geoff Daily November 11, 2008
Nine media and entertainment content decision makers discuss what they have learned from their years in the field and offer advice on producing and delivering content that draws—and keeps—viewers.

Let’s put aside the issues of distribution and monetization surrounding streaming for a moment and focus on content. What content works for online video?

Ultimately, anything works so long as the people who find it want to watch and can do so in a reliable, high-quality fashion. If nothing else, YouTube has proven that videos of any subject matter and of the highest or lowest production values can generate incredible viewing numbers—or, as some people are beginning to call it, “viewsage.” (...more)

In Part 1 of this article, we looked at the importance of understanding your audience—both existing and potential—and the different challenges facing major media companies and independent content creators. In Part 2, we’ll look at the importance of video production quality and the pros and cons of long-form and shortform content. We’ll also get some advice from successful content creators about what works and what doesn’t. 

When YouTube first burst onto the scene, it upended the traditional notion that what viewers wanted was content with the highest possible production values. Whether it is clips from old home movies or video diaries shot with a webcam, there’s been a sense that anything goes when it comes to the quality of online video.

“Usually, my message is that we’re still at a point where production value doesn’t matter that much; in fact, it can hurt you if you overproduce,” says Kevin Nalty, a top YouTube producer known as Nalts.

“There’s a certain level of resentment towards the people on YouTube who are trying to have the perfect shot and the perfect lighting. It suddenly makes them seem like they’re better than everyone else, and the video can come off as more commercial, more canned, and less authentic.” (...more)


Originally published as The Ultimate Guide to Creating Online Video Content That Works, Parts 1 and 2
Streaming Media

Posted by larrykless at 12/1/2008 1:23 AM
Categories: Online Video, streaming media, Web video, Online Video Publishing, SEO, Marketing, Monetization, Syndication, How To, Content Creation

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