Context is King revisited - 3 more rules
Following up on Context is King below - this from Philip Trippenbach’s Three Rules for Online Video:
The 3 rules: Simplicity, Authenticity, Currency.
And the greatest of these is Authenticity: The BBC know this, but it certainly doesn’t hurt to be reminded.
The BBC is a global media titan. By most accounts, they’re good at making video. . . so why does that expertise not translate into success in the world of online video?
Admittedly, the BBC’s YouTube channel has 39,156 subscribers as I write this. Not bad. But the channel isn’t exactly a nonstop fount of viral hits. The most-viewed BBC YouTube video is this one about panacea81, also known by her legal name, Lauren Luke:
1,860,599 views as I write this. Not bad, by any account.Why was that video so successful? Luke’s own YouTube channel has 114,117 subscribers as I write this - that’s why. This video made a splash not because it was intrinsically good, but because it was embedded in the profile of one girl from middle England with a hard-core fanbase of people interested in makeup. Lauren Luke outdid the whole BBC, twice over, and then some.
So, what’s she got?
Authenticity.” via Andy Dickinson
Related posts:
- Context is King Week Digital Publishing and Advertising Conference: one complaint from all of them was that online video advertising still lacks targeting which keeps CPM rates lower...
Those rules about simplicity and currency seem to contradict what you are saying in your 7 myths. Or am I missing something?