The potential of Amateur Video on YouTube

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Prezentacija "The potential of Amateur Video on YouTube" koju je Bojana Romić održala na konferenciji iFront 10. juna 2009. godine u Beogradu.

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The potential of Amateur Video on YouTube

  1. 1. Bojana Romić The potential of Amateur Video on YouTube iFRONT conference, Belgrade, June /9-10/ 2009.
  2. 2. YouTube beginnings <ul><li>Co-founded by Chad Hurley , Steven Chen and Jawed Karim in 2005. </li></ul><ul><li>It was supposed to be a dating site, with possibility to upload personal video </li></ul><ul><li>By the end of the year 2005., Sequoia Capital invests $ 3,5 million in the project </li></ul><ul><li>Seeking for the best way to attract the large audience </li></ul><ul><li>No commercials before the video content! </li></ul>
  3. 3. YouTube facts: <ul><li>In only two years , has become the number-one online video site </li></ul><ul><li>Currently ranked as the third most popular web site (source: Alexa.com) </li></ul><ul><li>In July 2006, 100 million clips were viewed daily, and 65,000 new videos uploaded every 24 hours </li></ul>
  4. 4. YouTube facts: <ul><li>Sold to a corporate giant Google for $ 1,65 billion in stock in 2006. </li></ul><ul><li>Time magazine’s “Invention of the Year” for 2006. </li></ul><ul><li>YouTube has 20 million visitors every month, </li></ul><ul><li>44% female, 56% male </li></ul><ul><li>12-to-17-year-old age group is dominant </li></ul><ul><li>(source: Nielsen/Net Ratings) </li></ul>
  5. 5. YouTube popularity: <ul><li>The same player for all videos, within their browser, based on Flash technology </li></ul><ul><li>Smart and simple interface </li></ul><ul><li>Simplified upload process </li></ul><ul><li>Do-it-yourself popularity </li></ul><ul><li>“ the future of YouTube conducted by the users themselves” </li></ul><ul><li>(Frederick Levy, author of the book 15 Minutes of Fame ) </li></ul>
  6. 6. <ul><li>Sites like Friendster and Blogger that promote sharing and friend-making have been around for years with nowhere near the mainstream success. I've got a different theory. YouTube and MySpace are runaway hits because they combine two attributes rarely found together in tech products. They're easy to use , and they don't tell you what to do . </li></ul><ul><li>(Paul Boutin, Slate Magazine) </li></ul>&quot; &quot;
  7. 7. YouTube webpage:
  8. 8. Amateur YouTube video: <ul><li>Vlogging (example: Blade 376 ) </li></ul><ul><li>Lip – synching (example: Back – Dorm Boyz ) </li></ul><ul><li>Performance (example: Terra Naomi, Esmee Denters, Lasse Gjertsen ) </li></ul><ul><li>“ action video” (short films, etc.) </li></ul>Basic categories:
  9. 9. “ YouTube aestetics”: <ul><li>Poor picture quality </li></ul><ul><li>User faces the camera </li></ul><ul><li>Background: bedroom /personal space </li></ul><ul><li>Basic timeline editing or no editing at all </li></ul><ul><li>Simple narrative </li></ul><ul><li>Hand-held camera </li></ul><ul><li>Exploring a potential of a webcam or mobile phone camera </li></ul>
  10. 10. “ YouTube aestetics”: <ul><li>Commercial use: “Cheap feel” of amateur video became a fashionable creative approach, used in music industry and advertising. </li></ul><ul><li>Example: “Pass this On” video clip from the Swedish band </li></ul><ul><li>The Knife , and commercial for John West canned salmon. </li></ul><ul><li>Viral campaigns proved to be an effective way to advertise the product, in comparison with relatively low investment: </li></ul><ul><li>Example: The Blair Witch Project (1999) - grossed $248,639,099 worldwide, against a $22,000 budget </li></ul><ul><li>LonelyGirl15 – an interactive web-based video series promoted on YouTube and MySpace (contract with Neutrogena ) </li></ul>
  11. 11. Problems: <ul><li>Copyright issues </li></ul><ul><li>No payment for the users/ contributors </li></ul>
  12. 12. Future: <ul><li>As Don Tapscott (author of the book Grown Up Digital ) puts it: Net Generation seeks for the message that is presented in an entertaining way, encourages participation , provides space for innovation and different approaches, encourages collaboration , gives a sense of freedom . Both advertisers and creative agents should keep this on mind when trying to reach this target group. </li></ul>
  13. 13. <ul><li>Thank you! </li></ul><ul><li>[email_address] </li></ul>

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