Online Video Practice

In order to better understand online video practice, our group spent the last week researching. 
Jan Ian Wong’s article “The Internet Has Been Quietly Rewired, and Video Is the Reason Why” discusses the way that video has changed the way that users engage with the internet. The author found that video currently accounts for 70% of all internet traffic and this number is only predicted to increase. Wong contend’s that the reason behind the popularity of videos is due to the interrupt- free nature of the medium, provided by Youtube Google, Netflix, Facebook and Apple. In 2006 Google developed the CDN networking system that essentially sped up the internet stopped the long buffering on Youtube videos. This however might pose a problem in the future as many smaller rural areas as they cannot access the CDN network.

In Logan Nickelson’s article “The Secrets of Successful Social Media”, he explains that video has become increasingly popular over all social media channels, not just Youtube. Nickelson argues that many brands use video in their social media marketing strategies to achieve maximum engagement. These videos are catered to suit the trends and cultures on the social platforms and are generally not interchangeable. He proceeds to list the different characteristics and styles of video on different social media channels.

Facebook

  • Make first few seconds highly relevant/surprising
  • Aim for shorter videos (under 30 seconds)
  • Tease the video with an interesting status
  • Add a call-to-action (i.e. shop now, learn more, sign up.)
  • Evoke emotion

Instagram

  • Share behind-the-scenes content
  • Humanise your brand with humour and emotion
  • Showcase your product experience
  • Focus on quality
  • Casual, validating authenticity/ however retaining quality and beauty

Twitter

  • Feature people early in your videos
  • Showcase your product and its benefits in real life
  • Tell a story, and add drama to entertain
  • Tell viewers what to do after watching
  • Partner with influencers
  • Keep mobile in mind (primarily used on mobile devices)

Vine

  • Use stop motion
  • Explain how to do something
  • Get creative with special effect
  • Entertain with humour and unexpected twists

YouTube

  • Make videos relatable, emotional and insightful
  • Teach viewers how to do something
  • Opt for longer videos
  • Call viewers to action with cards and annotations

In ‘YouTube Digital Media and Society Series’, Jean Burgess and Joshua Green explore the origins of Youtube and its purpose. They contend that in order to understand Youtube as a platform, it needs to be placed in a dialogue about popular culture and media power. They argue the importance of recognising Youtube as a ‘site of participatory culture’, where users can broadcast themselves by upload their own user-generated content. Users are also encouraged to engage with online communities- subscribing, commenting, sharing and linking the videos they enjoy. In the article they explain the four features that made Youtube so successful:

  • Embedded Video- the fact that you could embed the video link onto external websites
  • The Video Recommendations feature
  • Comments (and other networking functionality)
  • Email link that enabled video sharing.

In the article they also express the conflict between ‘Commercial interest and Public Good’ which began when corporations and brands entered the Youtube sphere and tried to control the content that users saw and engaged with.

Having a broader understanding of online video practice will help us to analyse Jenna Marble’s Youtube video which we intend to use for the case study. It will also help us when we create our own video practice later on in the assignment.