How to Succeed and Fail at Online (News) Video

/ Aug 13, 2013

OneSourceThisNews

At VidCon I moderated an Industry Day panel titled “Make Online Media Make Sense,” the goal being to help television networks, producers, and traditional media brands understand the rules of online video, and how they differ from what they are used to on television. The idea was that most of the traditional media crowd does not understand what works when creating content for the web — how it’s more of a two-way experience between the creator and the viewer, how you can’t rely on brand name alone, and how social media and marketing are vital to success.

Fun discussion. But it resembled something I’ve been hearing over the past couple of months — that there are many traditional media vets (network executives, producers, other insiders) who make the leap to digital without really knowing what they’re getting into. It’s difficult to quantify how prevalent this is on a large scale. But within a particular vertical and type of content? Maybe it’s possible to see the methods that lead to success or failure.

Which brings me to online news video, a category that’s been growing over the past year with the rise of digital news providers like NowThis News, Newsy, and Buzz60, not to mention the creation of old-media/new-media partnerships like CNN BuzzFeed and the impressive success of YouTube newspeople like Philip DeFranco and the SourceFed team. It seems like as good a category as any to see who is succeeding and why, and who hasn’t and why.

As you’ll see in the mini-profiles of NowThis News, SourceFed, and One Minute News that follow, there is no one secret recipe to ensuring success in news video content. That said, there are several “essentials” that news producers absolutely need to follow, some of which may seem obvious: be quick and topical, be multi-platform, offer commentary that goes beyond regurgitating the info, hire engaging personalities, and make sure they actually engage with the audience.

NowThis News: Adapting to the Audience

SourceFed: Be Quick, Have a Personality

One Minute News: Slow News, No Growth

Tags: , , , , , , , , , ,


aap-rocky

MTV Labs Taps Rapper A$AP Rocky as Creative Director

 
CableCross

FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal

 
lights-out-shoot-blackbox-tv-collab

Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

 
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
storyful-marketplace

Storyful Launches Viral Video Marketplace

 
lyor-cohen-youtube-music

Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...

 
alpha-legendary-digital

Legendary Digital Reveals Alpha Subscription Service Launch...

 
time-inc-jash

Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

 
Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series

 
cartoon-network-app

How the Cartoon Network Combined the Best of VOD and Linear TV...

 
jukin-media-ethos

Jukin Media Goes Viral for Brands with Ethos Division Launch

 
Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again

 
zefr-alignment-report

Matching Ads to Videos Not So Simple, According to Zefr’s...

 
shomi

Plug Pulled on Canadian SVOD Service Shomi

 
Twitter

What’s Trending on the Twitter Sale

 
Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show

 
Hearst

AwesomenessTV, Vice, Complex to Power New HearstLive...

 
dirty-30-hannah-hart-mamrie-hart-grace-helbig

VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...

 
facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...