Somewhere the makers of 12seconds, Cinemagram and lightt are either saying “damn, that’s our idea” or “we should have less features and easier UI” or “that’s basically exactly what we did”. They are scratching their heads about what they could have done better to achieve the seemingly overnight success Twitter-owned app Vine is now experiencing, after all, all these products tap into the shift to mobile that video is in the middle of. And let’s not forget that flickr in pre-Marissa Mayer had a similar format plus scale.
Vine is the hot app these days after front page placement in the Apple store only to be called out for leaving the door wide open for pornography. It certainly opens the door for another set of creatives and it won’t be long until other brands will follow as my former colleague Daniel now at Attention US points out in his post.
And the flow IS really fascinating to watch as the Cyborgology blog points us to Vinepeek where you can see Vine after Vine and hypnotize yourself. Please let’s try very hard and not ask the question whether we need just another format.
Rather let’s debate whether this time around the format will stick. Have a look at this Vine blog post, citing Vines from the Brooklyn Nets, Paul McCartney, Tyra Banks and my other high profile accounts. And then consider that Vine is already Twitter-owned and the way Vine is integrated in the Twitter Card layout is just so nice that I can’t help but think: ‘another revenue stream’! Again, add the scale which aside from flickr the companies mentioned in the first paragraph didn’t have, and the network distribution effect (which flickr did NOT have) and Vine looks like a pretty good bet to me. What do you think?
After I read Mitch Joel’s post on the shift of YouTube consumption from desktop to mobile from last night I immediately checked the source to see if it had more information on how the YouTube iPad app is assessed. Or any tablet for that matter. It didn’t have any. Do they consider tablet views mobile? Probably and it would explain the increase from 6% to 25%.
I do agree with him that viewing videos on smartphones is not the same as watching on a flat-screen, or just a laptop (side-note: i can’t wait to try the new mirroring feature and catch up on my “to watch bookmark list” – not on the desktop but the big screen). The whole Airplay-technology is just mindboggling if you think about it, doing with video what we first were able to do with audio, switching podcast consumption from the headphones to the appartment-stereo with a button.
Mitch’s later points on issues with geolocation I only know too well since a lot of YouTube content is blocked in Germany due to licensing issues with local bodies. To often we don’t use the Store or YouTube on the Apple TV but hook up a laptop with HotSpot Shield to circumvent the IP-restrictions. That aside, regular television interrupted with commercials almost never happens anymore in this household.
The mobile shift also extends to creation. I have to really think about when I last took out that old FlipCam, probably last time I recorded an Speaking English Podcast (sorry for the long summer break!). In the meantime, camera and software for the iPhone have become very powerful, be it social video apps like Viddy, Socialcam and Klip TV, or simpler Apps like Givit, Gifture (sadly this app never worked so far) or Cinemagram. Combine that with the iMovie app and you are in trouble justifying the extra configuration – remember when you chose the MacBook Pro over the MacBook because you needed the power for video?
Aided by artists who are figuring out the power in their own hands (e.g. Fred Durst/Limp Bizkit; Britney Spears) the mobile revolution extends from consuming video to creating it.
If you are wondering what the role of brand marketing can be in this space you are probably not alone.