Brands are trying to figure out this whole social marketing thing, but the success stories are still few and far between. “I think everyone is grappling with how to use digital these days,” says Judy Hu, who is in charge of advertising and branding for General Electric. She oversees one of the world’s largest advertising budgets which spans TV, print, and the Web. I spoke with her last week about one early success GE is seeing with an online video campaign organized by Howcast that is generating millions of video views on YouTube as part of its larger Healthyimagination branding effort.
The key to the campaign was to get YouTube video personalities such as Smosh, iJustine, Alphacat, Rhett and Link, and Brittani Louise Taylor to take a physical challenge and make original videos about getting healthy. So far, all together these videos have been viewed more than 8.5 million times, rated more than 250,000 times, and attracted more than 110,000 comments. → Read More
Which online video companies will get bought in 2010? Venture capitalists are desperately looking for exits while the usual suspects are sitting on more than $80 billion in cash: Microsoft ($20B), Apple ($40B), Google ($15B), Amazon ($3B), and Yahoo! ($3B) just to name the cash positions of a few potential acquirers. Theoretically, it should be a match made in heaven, but the sheer number of venture-backed video startups is staggering so when the music stops, not everyone will find a dancing partner.
Once you assess what drives companies to merge or acquire one another, however, it seems like we’re about to enter a period of mergers between video competitors and see a series of acquisitions by larger companies looking to accelerate their video strategies, with a common theme being increasing both monetization and margins.
With that in mind, let’s look at those 10 potential deals. → Read More
Two years ago, former Googlers Jason Liebman, Daniel Blackman and Sanjay Raman launched Howcast, a site filled with originally-produced how-to videos on everything from “How to Ice Skate” to “How To Deal With a Mean Boss.” Today, Howcast is streaming 25 million videos a month across its network, which includes its own site, popular channels on YouTube and Hulu, and an iPhone app (iTunes link) which has been downloaded more than one million times. A year ago, the startup was streaming about 10 million videos a month.
To put this in perspective, YouTube streams more than 12 billion videos a month and the next nine video properties on the Web all stream north of 200 million videos a month. But Howcast’s growth is still very respectable for a niche video site. The niche Howcast is going after, however is a very broad one. Informational videos can be applied to practically any topic, are always in demand, and are search-engine friendly. Its YouTube channel alone is in the top 100 channels, with close to 100 million cumulative views so far and 111,000 subscribers. → Read More
If you are interested in how to use the Web to create a grassroots political movement, tune in today and tomorrow to the Alliance of Youth Movements Summit, which is being sponsored and livestreamed by Howcast. Right now, James K. Glassman, Under Secretary for Public Diplomacy and Public Affairs, is talking about How To Build a Movement Against Terrorism and will soon be introducing Oscar Morales, an engineer deom Columbia who set up a Facebook group called One Million Voices Against the FARC that organized in mass demonstrations on the street in that country.
Tomorrow morning there is a panel with Obama’s media team that will explore how they used teh Web to win the U.S Presidential election. You can see the entire schedule here. Howcast has also made some (simplistic) videos on How to Smart Mob, How to Circumvent an Internet Proxy, and How to Create a Grassroots Movement Using Social-Networking Sites. → Read More
Instructional video site 5min has released a new beta version of their SmartPlayer, introducing support for text, video, and images that can be merged into a single embeddable flash widget. The site considers the player to be revolutionary, and believes that it will help set 5min apart from their numerous competitors in the instructional video space. The original SmartPlayer gave users the ability to manipulate instructional videos on the fly, allowing for frame-by-frame progress, slow motion, and zooming. The new version improves on these features by introducing ‘add-ons’, which are essentially pages of text and images with no limits on length. By including all of this data, the 5min videos have become self-contained guides that can be embedded on any website. I think that the updated player has a lot of potential. Chefs will be able to include their recipes alongside detailed videos demonstrating how to prepare a dish. And musicians will be able to include sheet music or tablature alongside their lessons – a godsend for instructors. But despite the improvements made since the first Smartplayer, 5min still has a ways to go. For one, it seems that there is no way to resize the video and attachment windows, which is a pain when there is a lot of text. There is also no way to get the ‘add-on’ field to auto-scroll, which would be key for musicians attempting to play a score along to a video. Other competitors in this crowded space include Howcast, Expert Village, and Instructables. You can check out a sample video below (you might want to make it full screen). http://www.5min.com/Embeded/2459390/How to Play Piano: Blues Scales → Read More
A New York City startup called Howcast is launching today that wants to be the YouTube of instructional videos. In fact, the three founders—Jason Liebman, Daniel Blackman and Sanjay Raman—are ex-Google employees who worked on Google Video and YouTube before they left eight months ago. They actually are going for a little more polish than YouTube, trying to bring some production values to the world of Web video. Howcast is also announcing an $8 million series A financing, led by Tudor Investment Corp. In addition to their own site, they already have a Youtube channel (where they split advertising revenues with their former employer). The Howcast team also has signed distribution deals with Myspace, Verizon for its Vcast phones and FiOS TV, Joost, and ROO. JetBlue is the launch advertiser. Howcast faces competition from Expert Village, 5min, and Instructables (even though the latter uses step-by-step images more than video). The site is launching with professionally-shot instructional videos on everything from “How to Paint a Wall” (see embed below) and “How to Groom Your Cat” to “How to Get Laid.” There is a familiar formula for each one: The Howcast graphic, an intro explaining what you’ll need for the task at a hand, and step-by-step instructions explained in a voiceover. The video player on the site lets you jump to different chapters or steps, lets you zoom in for a better look, and provides the transcript as well. Viewers can add comments in the form of tips, warnings, and facts to each video. And the Flash-based site lets you browse the video directory on the left hand side while you are watching a video without interrupting it or going to a different page. http://www.howcast.com/flash/howcast_player.swf?file=716-How-To-Paint-a-Wall Audience participation in the creation of the videos starts with the ability to suggest video topics such as “How to Do A Television Appearance,” “How to build a Sofa From Scratch,” “How to Make Tempura,” or “How to Fire a Nanny.” The audience can then vote the best suggestions to the top in a Digg-like fashion. Audience members can also look at upcoming scripts and improve them or write their own in a guided wiki portion of the site that follows the Howcast script template (introduction, instructions, tips, end with a fact). The script is then approved by Howcast, a voiceover is recorded, and Howcast farms out the production to young film school students and graduates. They → Read More
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