Bojana Romić The potential of Amateur Video on YouTube iFRONT conference, Belgrade, June /9-10/ 2009.

YouTube beginnings Co-founded by Chad Hurley , Steven Chen and Jawed Karim in 2005. It was supposed to be a dating site, with possibility to upload personal video By the end of the year 2005., Sequoia Capital invests $ 3,5 million in the project Seeking for the best way to attract the large audience No commercials before the video content!

Co-founded by Chad Hurley , Steven Chen and Jawed Karim in 2005.

It was supposed to be a dating site, with possibility to upload personal video

By the end of the year 2005., Sequoia Capital invests $ 3,5 million in the project

Seeking for the best way to attract the large audience

No commercials before the video content!

YouTube facts: In only two years , has become the number-one online video site Currently ranked as the third most popular web site (source: Alexa.com) In July 2006, 100 million clips were viewed daily, and 65,000 new videos uploaded every 24 hours

In only two years , has become the number-one online video site

Currently ranked as the third most popular web site (source: Alexa.com)

In July 2006, 100 million clips were viewed daily, and 65,000 new videos uploaded every 24 hours

YouTube facts: Sold to a corporate giant Google for $ 1,65 billion in stock in 2006. Time magazine’s “Invention of the Year” for 2006. YouTube has 20 million visitors every month, 44% female, 56% male 12-to-17-year-old age group is dominant (source: Nielsen/Net Ratings)

Sold to a corporate giant Google for $ 1,65 billion in stock in 2006.

Time magazine’s “Invention of the Year” for 2006.

YouTube has 20 million visitors every month,

44% female, 56% male

12-to-17-year-old age group is dominant

(source: Nielsen/Net Ratings)

YouTube popularity: The same player for all videos, within their browser, based on Flash technology Smart and simple interface Simplified upload process Do-it-yourself popularity “ the future of YouTube conducted by the users themselves” (Frederick Levy, author of the book 15 Minutes of Fame )

The same player for all videos, within their browser, based on Flash technology

Smart and simple interface

Simplified upload process

Do-it-yourself popularity

“ the future of YouTube conducted by the users themselves”

(Frederick Levy, author of the book 15 Minutes of Fame )

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 . (Paul Boutin, Slate Magazine) " "

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 .

(Paul Boutin, Slate Magazine)

YouTube webpage:

Amateur YouTube video: Vlogging (example: Blade 376 ) Lip – synching (example: Back – Dorm Boyz ) Performance (example: Terra Naomi, Esmee Denters, Lasse Gjertsen ) “ action video” (short films, etc.) Basic categories:

Vlogging (example: Blade 376 )

Lip – synching (example: Back – Dorm Boyz )

Performance (example: Terra Naomi, Esmee Denters, Lasse Gjertsen )

“ action video” (short films, etc.)

“ YouTube aestetics”: Poor picture quality User faces the camera Background: bedroom /personal space Basic timeline editing or no editing at all Simple narrative Hand-held camera Exploring a potential of a webcam or mobile phone camera

Poor picture quality

User faces the camera

Background: bedroom /personal space

Basic timeline editing or no editing at all

Simple narrative

Hand-held camera

Exploring a potential of a webcam or mobile phone camera

“ YouTube aestetics”: Commercial use: “Cheap feel” of amateur video became a fashionable creative approach, used in music industry and advertising. Example: “Pass this On” video clip from the Swedish band The Knife , and commercial for John West canned salmon. Viral campaigns proved to be an effective way to advertise the product, in comparison with relatively low investment: Example: The Blair Witch Project (1999) - grossed $248,639,099 worldwide, against a $22,000 budget LonelyGirl15 – an interactive web-based video series promoted on YouTube and MySpace (contract with Neutrogena )

Commercial use: “Cheap feel” of amateur video became a fashionable creative approach, used in music industry and advertising.

Example: “Pass this On” video clip from the Swedish band

The Knife , and commercial for John West canned salmon.

Viral campaigns proved to be an effective way to advertise the product, in comparison with relatively low investment:

Example: The Blair Witch Project (1999) - grossed $248,639,099 worldwide, against a $22,000 budget

LonelyGirl15 – an interactive web-based video series promoted on YouTube and MySpace (contract with Neutrogena )

Problems: Copyright issues No payment for the users/ contributors

Copyright issues

No payment for the users/ contributors

Future: 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.

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.

Thank you! [email_address]

Thank you!

[email_address]