Hitviews Pro: Six Secrets to POW Online Video Creative, or Just Hit Refresh - Walter Sabo and Caitlin Hill - MediaBizBloggers

You know about Fred Allen Fred Allen the biggest radio star in America A genius at the medium the highest paid star Nothing could touch him Nothing except television In 1948 Fred Allen was Howard Stern and Rush Limbaugh He like Howard and Rush read 12 papers prepped his one hour show for 12 hours straight every day Radio was his domain But the minute the public saw him on TV that was the end of that He wasn39t a TV star Worse he didn39t look the way he sounded and the new medium was not for him He retiredTV did work for an obscure B movie actress Lucille Ball TV worked for a second circuit vaudevillian Milton Berle David Caruso is a major TV starNYPD Blue and CSI Miamican39t make a movie Julia Roberts can39t fill a 300 seat Broadway stage show but she can sell 25Million in movie tickets in a dayEach medium creates its own stars and each medium demands different creative and different perspective 1 REVELATION THIS IS NOT A TV It39s a computer you bought it to work and interact The keyboard takes up half the footprint It has bad speakers Most online video should be titled BUFFERING NOWTake a crew of three hundred give them a million bucks and a couple months and they39ll make a good TV spot It will fail online Guaranteed Why It doesn39t use the keyboard It is lit for TV and the sound is just wrong for lousy speakers In fact everything from camera angle to make up is just wrong It will appear to the viewer as too slick and not credible2 41 hours of new videos are posted every minute Most videos are watched in the first 72 hours After 72 hours it probably doesn39t matter what you made So forget the long meetings about the color of the set and make a video that is URGENT Jane and has an aura of disposabilityRadio programmers and stars understand a mass medium that is disposable It is hysterical that radio listeners often call stations and ask for quottapes of the showquot It would not occur to most hosts to record a show and some stations actually forbid it Why Because tomorrow there will be another four hour show and if you goofed you39ll fix it the next dayOnline creative is like radio If it isn39t right hit refresh and do it again EVERYBODY forgot the last video you made it39s just not life threatening RADIO programmers understand the Internet39s relationship with its audience better than the creators of any other mediumFilm print and TV producers think in terms of permanency Archives DVDs Awards Radio stars and producers view their product as instantly disposable and instantly replaceable And there are no awards given3 The dressed in black all hip creatives are not necessarily the answer to getting it right online In fact if they have gravitated toward an ad agency they were attracted to the Don Draper agency modelThe most effective Internet content creators only know the Internet They have only created for the Internet They do not understand the theory behind anything because they just do it Their videos podcasts blogs and vlogs are inspirations for theoreticians but if you talk to them about quothow they do itquot they will probably just stop doing it Hey if something doesn39t work hit refresh4 Ask the CEO The boss got to be the leader because she sees over the hill and inspires people to follow her into the unknown Few in a company will quotgetquot and embrace a new idea faster than the CEO That39s because she has time to think and she wants to be known as cutting edge The slowest to embrace a new idea Anyone with the word quotInnovationquot in their titleTo sell a new idea a new creative approach and have a meaningful collaborator go to the person who is paid to see over the hillnot the one who is protecting it5 Interrupting is rude Nope a brand is doing itself no favor by buying a popup a floating pop up or a quotspotquot at the beginning of a video For all the concern about brand image and the fear of bad publicity online why would a company buy an ad that starts with quotSkip Advertisementquot or has an X in a circle in the cornerWhat could be worse for a brand image that pissing off their customers on first impression0306 percent of people click a bannerdisaster YouTube says 45 of their viewers won39t watch a video at all if it has a preroll But hey congratulations you have control of the creativeSuccessful impact on the Internet requires messaging based in entertainment6 Don39t run contestsWalter Sabo is the Founder and Creator of the business concept He is an experienced leader of new organizations and is currently CEO of Hitviews Walter can be reached at walterhitviewscomCaitlin Hill is one of the most successful WebStars Online she is known as TheHill88 She is currently Chief Creative Officer at Hitviews Caitlin can be reached at Caitlinhitviewscom Read all Walter and Caitlin39s MediaBizBloggers commentaries at HITVIEWS Pro MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Hitviews Pro: Six Secrets to POW Online Video Creative, or Just Hit Refresh - Walter Sabo and Caitlin Hill - MediaBizBloggers

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