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Posts Tagged ‘Viral Video

Trend-Setter Gets Invited to YouTube Partner Program

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Melissa Gonzalez doesn’t let the dust settle under her feet. She is co-founder of RS Pop-Up Shop, which blends online video, with fashion, branding, and a hot store front location in mid-town Manhattan on Lexington Ave. The former host of Latin Beat on BET also runs beautyfashionfitness.com. To call her a go-getter with vision would be an understatement. She’s been a Wall Street Executive, a television host, a style maven, and a successful blended-industry entrepreneur. This woman knows a few things. However, recently, she and a friend started a comedy show “just for fun” called: The Glory Box Girls. Though the chit-chat might edge toward racy (they’re on YouTube, afterall), something unexpected happened. One of their videos crossed beyond a thousand views, began receiving a lot of comments, and then YouTube invited them to include that video in their Partner Program. Melissa  agreed to go on camera can talk a bit about their entry into the Partner Program, some of the choices the program is influencing, and she agreed to come back and talk with us in about six months to discuss how it’s going.

Here is what Melissa has to say:

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The Definitive YouTube Guide

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Building an Audience, Optimizing for Search, and Making Money

The title to this post is fairly tongue-in-cheek. The reality is that if you catch any well-known so-called “you-tubers” off-the-record, they’ll tell you that all bets are off. Even panelists from last night’s YouTube Partner’s Meet-up, which was held at Google’s New York City offices, confided that the ubiquitous platform and it’s community seems to be very different from year to year. Panelists included: Michael Buckley (What the Buck), Ben Relles (Barely Political), Kevin Nalty (Nalts), and William Hyde (TheWillofDC). Each of these guys gave varying perspectives on their success and have taken different approaches to their content, much which I love. However, the most helpful part of the evening were two sessions lead by Margaret Healy, Google Partner, and what she shared about how their platform works and how to make the most of our shows. What follows are some of those insights:

Michael Buckley, William Hyde, Ben Relles, and Kevin Nalty

Building an Audience

Early in the evening, Healy posted a TubeMogul pie chart depicting statistics about where video views come from (no, not from the lettuce patch). Additionally, a number of statistics were thrown out to the audience, like the fact that YouTube is the second largest search engine (ostensibly second only to Google), that 24 hours of video are uploaded to YouTube every minute, and that 40% of online video views happen on YouTube. Interestingly, during the Q&A, one partner asked about securing placement on the YouTube platform. Healy’s response was that videos didn’t get popular because of a YouTube spotlight. Essentially, YouTube’s perspective is, “you need to build your own audience.” There was encouragement for partners to network, collaborate, and even form friendships. There was a lot of talk about inbound traffic to YouTube utilizing video embeds, links, and the new email option that partners were encouraged to ask their subscribers to opt-in to (note: it’s a multiple-click process to opt in). There was talk about how to share subscribers and a ton of talk about interaction. Buckley pointed to how much time he spends interacting with his audience via the comments on his videos and that he is less focused on his website than on his YouTube channel. When a follow-up question was asked about how many hours a day he spends responding to comments he emphasized: “A LOT!” I was quickly reminded of a conversation I had last year with Joe Swanberg (Young American Bodies) when I asked him how building an audience was different online than it was in film. He responded to the affect that building an audience was just the same online: one viewer at a time. So, back to the TubeMogul pie chart: while 45% of video views come from within the site, 44% came from inbound traffic (ie. blogs, links, etc.). The next obvious question is, beyond sharing subscribers and getting people to link to a video or embed a video, what can you do to find an audience?

Optimizing for Search

How, exactly, does one rise above the noise and get her video found and seen? Healy had some interesting thoughts about optimizing for search (note the earlier statistic about YouTube being the second largest) and that Google search results now include video. Healy went onto say: “I know a lot of you guys spend about 10 hours perfecting you video,” boy, does she underestimate, “and about 10 seconds writing a description for your video.” That was when she introduced Al (short for algorithm). She explained that while the YouTube Algorithms do not watch the videos, they read all the text available (title, tags, and description). She gave CookingWithDog as an example of the kind of specificity needed in descriptions to help optimize a video for search. She did a quick Google search for “cooking bento” and the cookingwithdog video was available above-the-fold. Once on the video page she opened up the description and there was the entire recipe. Then she offered a tip for those of us with text rich videos: turn on auto-captions, copy and paste the captions into the description, correct the captions, save, and then turn off auto-captions. Other things that impact the YouTube Algorithms? Any of the following will help: inbound links, frequency of posting (the more you post, the more Al will like your video), and getting included in official playlists. Also, note that the algorithms are designed to identify spam and misleading behavior as well as copyright infringement, etc.

Making Money

Once you’ve figured out how to build an audience all on your own and how to optimize your video so people will find it when they search for related stuff, of course you’ll want to know: HOW DO I MAKE MONEY?  If you want to make money on YouTube, you need to first apply to become a YouTube partner. Once you’ve done that, there’s a lot of stuff to know and figure out:

The first question is how exactly one makes money on YouTube. Very simply: advertising. Wait. No. The TWO ways to make money on YouTube are advertising and rentals. Oh, but wait…the THREE ways to make money on YouTube are advertising, rentals, and paid placement. Yes, the list is still growing. But, don’t worry…there is no comfy chair! (Special note about the third: YouTube allows partners to get paid for product placement but due to recent FCC regulations requiring the disclosure of paid content, please check the box during upload that says: “This video contains a paid product placement.”) However, the main way that video on YouTube is currently monetized is with advertising (pre-roll, post-roll, and overlays, and in-stream ad-insertion in videos longer than 10 minutes, as well as with AdSense).

YouTube has three ways they package their video inventory for advertisers.

  1. Category – When you go to upload your video, you should select which category your video is best suited for. Sometimes ad buyers will buy the entire category.
  2. Video Vertical – This is determined by all the metadata on a per-video basis (ostensibly based on views, content, and other qualifying factors such as extensive descriptions)
  3. Custom Packs – YouTube has an unlimited number of custom packs of videos that advertisers buy. Special interest right now for YouTube is video content geared toward moms.

Please note that the algorithms on YouTube/AdSense are designed to weed out racy content and other kinds of content that advertisers might find objectionable. It was difficult to get a clear read on what, exactly, racy and objectionable might be; but one must assume that objectionable will trend with the sensibilities of the culture at any given time. Healy’s suggestion was to make videos TV-ready to make them appealing to advertisers.

There were approximately two hundred partners in the room for the session and many of us “old timers” could be heard saying things like: “oh, I didn’t know you could do that now; that’s helpful.” Clearly, this was a great step for YouTube toward helping to build its collection of partners into a community. Hopefully, there will be many more YouTube Partner Meet-ups and YouTube will continue this more personal flow of information. I, for one, believe that it’s incumbent on we the Partners to build our community.

Beyond the Whips and Barbed Wire – Interview with Todd Norwood (Meet the Mayfarers)

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Upon first meeting the creator of Meet the Mayfarers, Todd Norwood, I was stuck by this incredibly affable guy with a quirky sense of humor. It was at the LA Tubefilter Meet-up, Tim Street introduced us, and we talked plenty of shop. Then, a month later, deep in conversation with Brian What at Slap House Radio we decided to take a look at the front page of Blip.tv. There was Todd, lying on a bed in a penguin costume next to a very dominant woman. I remember being struck at the juxtapositioning of penguin suit, whips, barbed wire, and mom walking into the room asking, “what is this?” in the episode entitled: Family Revelations. Todd has spent years crafting the many episodes of the series, Meet the Mayfarers, and has promised to keep shooting episodes as long as they keep having fun.

Todd assured Rocket’s Tail that the syndication of his show on Blip.tv has been a real boon to the work they are doing. Shooting along the short coastline of New Hampshire, Todd proves that interesting online video is coming from locations far from those A-list markets of New York and Los Angeles.

Meet Todd in this interview that was conducted in Cambridge, MA:

Jeremy Allaire, Online Video Industry Leader, Discusses its Future

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Most segments of industry were hit hard last year! Remember just a month ago when we were all kissing 2009 goodbye ready to see it gone forever? Well Jeremy Allaire‘s company, Brightcove, managed to grow its revenues 50% year over year, in 2009. Their customers have ranged from media companies (The New York Times, Fox, AOL, etc.) to plenty of non-media companies (Reebok, GM, Ticketmaster, etc.). And, seeing an opportunity to develop customers on the lower tier of online media, they rolled out Brightcove Express for $99/month; perfect for your local newspaper just dabbling with online video or that travel company looking to grow its community of travelers!

Jeremy Allaire is no new-comer to this space, either. Having co-founded Allaire Corporation where he developed Coldfusion and then teamed up with Macromedia to develop Flash, he is truly one of the online video industry’s leaders.

Rocket’s Tail caught up with Jeremy Allaire at the Brightcove Headquarters in Cambridge, MA to talk with him a little bit about where the industry is right now, where it might be heading, and how that intersects with other industry segments.

Interactive Video As Easy as Tagging Facebook Photos!

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Rocket’s Tail caught up with Roger Wu at the NY Video Meet-up this week. His company, Klickable.tv, has a unique take on making videos interactive. Inspired by pop-up music videos of the 1980’s, Roger liked the idea of tagging a video and allowing people to engage with the content directly by then having pop-ups upon scroll-over or opportunities to click for more information or to even make a purchase. He described Klickable.tv as a wrapper that can take your already-published video (on say YouTube, or Vimeo) and allow you to create interactive opportunities as easily as tagging a photo in Facebook. The end-user experience is that of being able to click on a portion of a video to get information, links, and other fun interactions.

Here is the video interview with Roger:

Additionally, you can see Klickable.tv verion of the video by clicking here: http://rocketstail.tumblr.com/

I asked Roger a few additional questions just prior to this post:

1. Are their any limitations to the length or source of footage that can be used with Klickable?

Nope – we’ve had people stream 90 minutes through – just remember your audience, i’d rather watch 90 1 minute clips than 1 90 minute clip

2. When I wash a video through Klickable, and somebody watches that, does it count as a video view on the source video portal (say YouTube or something else)?

It does if you are using the video portal’s video player, which our free version does for YouTube and Vimeo.

3. Are their ways for video creators to make money with Klickable?

Yes, affiliate links, advertising, analytics, engagement, etc etc!!

4. Does Klickable do any matching up of content with advertisers?

We do. If you check out the “free” version we utilize LocalPages to serve up contextually relevant Pay per click advertising…

Bob Dylan Must Be Santa!

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Some years ago I saw Bob Dylan play with Paul Simon in Northern California. It was a joy to see these sages play a double-bill and perform duets together. But, Bob keeps on playing and touring, constantly writing new music and giving new voice to old songs. Love him or hate him, he has been one of the most prolific song writers of my parents generation, my generation, and probably my children’s generation, too. Yeah… WOW!

Last month, this musical American bard released “Christmas in the Heart” an album that will raise money for charities around the world.

Dylan has been much criticized for his music video of “Must be Santa” (see below). I have to disagree with the critics who think it’s just too bizarre. What is Santa but play and merriment? This polka-infused version of the song is nothing but fun as Dylan oscillates from Sage to bartender to leader of a party of merry-makers! Pat Boone can sing about Mommy kissing Santa Claus and Dylan can’t have a little fun with this Christmas myth?  Bob Dylan has a long history of doing Christmas right with plenty of respect, even on this album. I, for one, finished the video and felt like gettin’ up and dancing to celebrate Christmas. Not bad for a new rendition of an old Christmas Song.

Don’t take my word for it, decide for yourself:

 

You can see the exact same version on Bob Dylan’s page by clicking: here.

FlipMino HD Reviewed

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(Please note the YouTube Demo of the FlipMino HD is embedded below.)

As you can imagine, I shoot a lot of video. Usually, I find myself behind Panasonic equipment and have grown to like their P2 system and the incredible color they provide. But, let’s face it, none of the Panasonic P2 cameras tuck nicely into your back pocket. Earlier this year, I was watching something on Tim Street’s Blog and asked him what he was shooting on. Turns out he was using one of the Flip standard definition cameras at that time. Quick perusal of their website and I picked up a FlipMino HD. I’ve now shot some 20-30 interviews on the camera and plenty of other footage. What I have found is that I have some strong likes and dislikes about the camera. Here they are:

What I like:

  • This thing is darn small! Truly it’s smaller than my mobile phone (a blackberry), so it tucks away nicely, even into tight pair of jeans.
  • Especially in bright daylight, the clarity of the images is pretty spectacular. In the demo below, please note the incredible blue sky and silhouetted mountains behind the subject about half way through.
  • The flip-out port/USB charger – on the ultra models you have to buy batteries, but on the Mino, the charge comes directly from the computer. (Please note that I once uploaded video from a hub, which didn’t provide power back to the camera and spent a day wondering what the heck happened to my new camera, which the hub had drained of power!)… This is a personal preference thing, but I like the fact that if I plug it in each night when I’m shooting, the camera is ready to go when I wake up in the morning.
  • The software needed to make a quick video is located on the camera, meaning that if you have access to a computer and the internet, you can make a quick video edit and post it to the world from virtually any cafe in the world (save parts of China and Cuba, where they would be screened).
  • Surprisingly, the camera is pretty good in lower light situations. In side-by-side comparisons with the Insignia, the footage from the flip was much better.
  • This may seem funny, but I really like the handy little pouch the Flip comes in. Not only is a storage bag, but it doubles to keep the lens clean; excellent for yielding high quality images.

What I don’t like (or just bugs me silly):

  • A red/orange light comes on the front of the camera when you are shooting. My finding is that this can unhinge a subject. We were shooting a public meeting one time and as soon we hit record, the public officials stopped talking. LAME!
  • The codec – What I have been told is the way Flip fits so much video data into its camera is by shooting to square pixels. Whether or not that is true, I don’t know. What I do know is that the Flip video has difficulty when being edited outside of the Flip video software. I captured some excellent interviews earlier this year and wanted to marry them up with a cool intro for Rocket’s Tail. The Flip Video just wasn’t compatible. Additionally, I have tried to upload the movies to Youtube without going through the export process or it’s native (upload to Youtube) option only to have Youtube’s file conversion fail. So, while I like fitting so much footage into the camera, I want video that is more compatible with other systems (PLEASE NOTE: I also shoot on an Insignia, which comes at a similar price, and I find similar issues with it’s footage).
  • The editing software – On the one hand, I very much like that there is editing software in the camera. On the other hand, some aspects of the software are limiting: 1). Low word count and/or control of the title screen and credit screen, 2). software only allows 4 pieces of footage to be edited together, 3). it doesn’t natively allow you to incorporate non-flip video in the edit (I know I keep coming back to melding video from different sources… but, it’s important to me!)
  • The microphone is located on the operator’s side of the camera… this is completely weird. I have heard that newer versions of the camera have fixed this… but for now, when you watch a Rocket’s Tail interview that was done on the Flip… my questions will be louder than the subject’s answers.

The Demo:

I had the fun happen stance of unknowingly introducing Liora Mendeloff (InstantMediaKit.com) to Matthew Gill (Burn the Boats Produtions), one of her clients. After raving about his experience with InstantMediaKit, Liora did what any good marketer would do; she asked for a testimonial. She pulled out her Flip Ultra and I immediately pulled out my FlipMino HD. What I tried to do was capture various lighting and sound situations available in the moment. There are some close-up and perspective shots. At times the subject is in silhouette. You be the judge.

Summary

The FlipMino HD has some great applications, but it’s not great for every application. If you’re doing Gotcha! journalism, the record alert light is not going to help. However, it’s great for those on-the-fly interviews or footage that will be instantly posted through the system, the images are great. If Flip comes out with a camera that delivers footage fully compatible with alternate editing systems, I want to check it out!  For versatility, ease-of-use (and pocket), the Flip takes the cake!

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