Blab Was Doomed From The Start

Blab is dead, and very few are surprised. Sorry, but I’m one of those people who likes to say, “I told you so.” Well, I did, Seeeee. Blab was a good idea. It was probably even done by the right people. Their problem was they had zero clue who their audience was, so they had two. Blab did not tell you their purpose, so people created their own. They also failed to see how people were using the live platforms already available.

Before I digress, let me tell you what the reality was. They claim they had millions of viewers. I’m going to call BS on that when the top show with “famous” guests couldn’t get more than a few thousand on to watch it live. The numbers tell the truth, even when creative counting doesn’t.

Second, and this is pet peeve of mine. Far too many Internet marketers threw out the tried and true methods before seeing if Blab would have legs. This is typical, but it shouldn’t happen at all. We saw it happen with Google+ as well. People dumped their blogs for Google+, only to find out that those not using the platform were not being sold. Google blatantly misled about their numbers, and forced people to use it as a sign-in to make it look bigger than it was.

The real numbers of any new product are not reflective until an item is open for the masses. Early adopters and tech journalist are not the real audience, so why are tech companies pretending they are by not keeping what they built simple?

On the good side, Google Hangouts has not been duplicated by anyone for the masses. It was easy to use until people started demanding things they didn’t really need, or would use in limited ways. They wanted Google+ and Blab to be studio quality broadcasting tools, which neither was designed for.

Blab also missed it since their platform was supposed to be mobile friendly. They never built out their Android app. In fact, it took them months to do a BETA which never materialized a working app.

Simplicity Wins

Previously I wrote that Facebook Live was going to be winner of the live media battle. The reason is because of it’s simplicity. They also don’t require downloading another app. The smart thing they did do was allow those wanting to use it for broadcast to use different tools, but they didn’t complicate it for the masses. It doesn’t require the average Joe to buy thousands of dollars of equipment on the off chance he decides he wants to use Facebook Live as a major broadcasting tool.

Blab also lost its way when there were two groups using the same tool differently. In fact, Blab owners preferred the show hosting model, but the other group used it to hangout for hours per day.

Where’s the Money?

Blab was a great tool for broadcasting, but in a year’s time had not come up with a plan to monetize. There were no ads, limits on length of broadcast, nothing. They had a tool which could have been monetized, but chose not to do so. They could have had ads, but the real cash should have come from broadcasters for extras, like for broadcasting over a certain amount of hours.

After receiving over $13.3 million to build out and scale Blab, and never seeing a nickel, hopefully their next app has a plan to monetize sooner. Rule: Successfully raising money does not mean a startup is viable. While Blab got on the live video wave early, they missed HOW people were using the video tools which were already available.

What’s Next?

According to Blab, it’s another app. An app which will be needed on a daily basis. Sounds interesting, but good luck since the majority of smartphone uses rarely download or keep apps on their phone. To be fair, there is not a single app idea that I can think of which I would use daily, but they could surprise me.