YouTube CEO: The Future of Content Is Niche Channels


The way consumers access and consume media is changing rapidly, YouTube head Salar Kamangar believes, and YouTube is evolving to accommodate it.

“We’re entering the third wave of media,” Kamangar said during an on-stage interview with AllThingsD‘s Peter Kafka in Laguna Nigel, Calif., Tuesday. “The first wave was the broadcast networks. The second wave was cable networks. Now it’s about giving people exactly what they want to watch today,”

People have specific interests in a variety of topics — say, yoga and stand-up surfing — but it’s difficult to find a continuous stream of video content catered to those interests, Kamangar contends.

YouTube is looking to bridge that void by developing channels that are more topically specific and interactive than what viewers are currently able to find through traditional, one-way broadcasting channels. The online video network has invested $100 million in developing premium content channels catering to subjects such as business news, food, dance, education, pets, fashion and fitness.

YouTube is also seeking to develop a lean-back viewing experience. “Right now [on YouTube], you watch a three-minute video, and every three minutes you have to decide what you want to watch next,” Kamangar said.

YouTube wants audiences to be able to watch more passively, he added: “The idea is that you’ll subscribe to a channel and you’ll go and just keep watching.”

So, while YouTube is striving to differentiate itself from traditional broadcast TV in some respects — namely, in serving niche interests — the video platform is working to function more like it in others.

But there are risks. YouTube is rolling out 100 premium content channels this year: a number that some viewers will no doubt find overwhelming. And there’s as yet no visible indication that users want a more passive viewing experience from YouTube.

Kamangar admits that it’s “very difficult for any of us [at YouTube] to predict what will be successful,” but that it’s essential to experiment.

“We’d rather be early than late,” he added.

More About: AllThingsD, Media, ONLINE VIDEO, Salar Kamangar, YouTube

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Americans Viewed 42 Billion Online Videos in October


Internet users in the United States watched more online videos in October than they ever have in a one-month time span.

Those 184 million viewers consumed a record 42.6 billion videos, new comScore data reveals. That’s 21.1 hours, or 1,268 minutes, per viewer. Almost half of the videos were watched on YouTube or other Google sites. In the distant runner-up spot, VEVO accounted for 827 million of the views compared to Google sites’ nearly 21 billion.

The numbers are likely to grow in the coming months as YouTube launches its premium video channels anchored by celebrities and content producers such as Ashton Kutcher, Madonna, Shaq, The Wall Street Journal, The Onion and Lionsgate, among many others.

SEE ALSO: How to Enable the New YouTube Design Now

Below is a breakdown of the top 10 video content properties ranked by video views for the properties with the most unique viewers. The numbers take into consideration progressive downloads and live streams as well as long-form, segmented content (for example, each segment of a TV episode with ads within it counts as a viewed video), comScore reports.

How Leading Fashion Brands Are Embracing Online Video


The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, MA, that makes a full platform of marketing software, including lead generation tools.


A video commissioned by Kate Spade New York for its “Live Colorfully” campaign.

Prohibitively high costs have historically kept TV out of the media mixes of all but the most securely backed fashion brands. But the web has given brands an opportunity to cheaply host and distribute video content for the first time, and many are now developing video content to bolster their online and offline retail businesses.

Cecilia Liu, digital marketing manager at Kate Spade New York, says that video had long been on the back burner for Kate Spade before it released its first “major” video in the spring of 2009. It wasn’t until Kate Spade’s ecommerce business started to take off that the opportunity to make campaign images “more alive, interesting and interactive … through video” became clear, she says.

This year, Kate Spade commissioned a different artist each month to create a video around a color for its “Live Colorfully” campaign, including the one above. The brand has also developed behind-the-scenes videos, as well as short animations for its website.

The opportunity in online video for brands is a big one. More than 3 billion videos are viewed per day on the web’s largest video-sharing platform, YouTube, whose monthly traffic hovers around 800 million unique visitors. Nearly three-fourths of U.S. citizens have visited a video-sharing site in their lifetimes, and more than a quarter visit video-sharing sites on a daily basis, according to a July survey published by Pew Research Center.


Early Successes


There have been some notable — a.k.a. “viral” — online video successes among fashion brands, as seen in this chart from luxury think tank L2, above. A blurry video of Alexander McQueen’s Spring/Summer 2010 collection show, during which Lady Gaga‘s “Bad Romance” single premiered, has amassed nearly 3.5 million views on YouTube from a non-branded account. An Emporio Armani ad showing Portuguese football star Cristiano Ronaldo has been watched nearly 2 million times on the brand’s official account, and more than 1 million additional times on non-branded accounts.

What has made these videos so successful? In a recent Tumblr post, Jessica Coghan-Kia, director of digital media at Starworks Group, broke down the 12 most-viewed videos of all time on YouTube and stacked them against some of the best-performing videos from fashion brands this year. She found that videos with some form of celebrity involvement — whether in front of or behind the camera — as well as videos with a humorous element tended to perform the best. She pointed to Lanvin’s lighthearted Fall 2011 campaign video in particular, which has been viewed nearly half a million times since it debuted in August despite the lack of celebrity participation.

“Lots of luxury brands still feel like they need to take their brand DNA, translate it into this new medium [of online video], and then shove it down everyone’s throats,” Coghan-Kia tells Mashable. “When brands create videos, they need to think about the viewers and about creating something they would want to watch and share with their friends first.”


Lanvin’s Fall 2011 campaign video has racked up nearly 500,000 views.

Videos rarely became viral by themselves; seeding generally plays a large role in a video’s success. In fashion, reaching out to online media, including bloggers, can help that brand’s video quickly reach a large online audience of fashion enthusiasts. Coghan-Kia recommends doling out pieces of exclusive video to a concentrated set of bloggers with a voice and aesthetic that align well with a brand, rather than canvassing the same video to a greater volume of bloggers. Brands should also of course embed and share out their videos across their other social channels, and should consider investing in targeted paid advertisements at launch to build early awareness of the video, she says.

Partnering with video bloggers (“vloggers”) who already have large followings on platforms like YouTube can also be a smart strategy for a brand. Although not in the fashion category, cosmetics brand Lancome has had particular success through its partnership with vlogger Michelle Phan, whose how-to videos — which now utilize Lancome products — have attracted more than 1.6 million subscribers and nearly half a billion total views.


Beyond Viral



Popular vlogger Michelle Phan is a spokesperson for Lancome Paris.

But are brands’ efforts best invested in chasing after the elusive “viral” video? Or should they be investing in creating a catalogue of steady but solidly performing videos?

Coghan-Kia says that depends on a brands’ individual goals. Brand awareness campaigns, like the one Lanvin staged for its Fall 2011 campaign, should aim to be seen by as many people as possible. But awareness isn’t the only thing brands can achieve with online video.

SEO is another major benefit afforded by online video. The more content a brand puts out on high-ranking websites — YouTube included — the more relevant that brand and its properties become to Google. And the more relevant the brand, the cheaper its cost-per-click rate becomes in paid search, which Coghan-Kia says “should be at the heart of any brands’ online marketing mix and the larger revenue driver.”

Online video can also be used to drive sales on-site. Coghan-Kia cites William Sonoma’s catalogue of recorded product reviews as example of online video that helps sales at points of purchase. Fashion retailer Saks Fifth Avenue also does a great job with videos on its website, which show shoppers how an item moves on a model, she notes.

There are myriad ways to approach online video and, like other forms of online marketing, a set of best practices has yet to be firmly established. Needless to say, we’re looking forward to seeing what brands develop as they increase in their investments in the space.


Series supported by HubSpot

The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, MA, that makes a full platform of marketing software, including lead generation tools.

More About: Digital Marketing Series, fashion, features, luxury, Marketing, mashable, ONLINE VIDEO, Social Media, social media marketing, YouTube

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YouTube Tests News Feed for Pro and Citizen Journalists

When news breaks these days, YouTube is quickly becoming a tried-and-true source for fascinating and poignant video footage from on-the-ground citizen journalists.

Because of its perceived growing importance in the Fourth Estate, YouTubeYouTubeYouTube is testing a News Feed. This feature will highlight newsworthy videos uploaded by amateur videographers as well as professional news outlets.

This feature is the result of a partnership with the Graduate School of Journalism at the University of California at Berkeley. The video service and the J-school will be working together to track breaking news on YouTube and aggregate it as a stream. The focus will be on freshness (with regard to date and time uploaded), impactful visuals, and citizen or non-traditional sources — the latter, we suspect, may help prevent any big media kerfuffles over their content being used in an unbranded stream.

You’ll find the feed live at CitizenTube, where YouTube has for some time been intermittently tracking news stories, such as the Iranian elections and subsequent sociopolitical unrest.

If you’ve recently uploaded a newsworthy video, you can bring it to the company’s attention by tweeting your link and any relevant information to @citizentube.

One of our initial concerns is that the feed will be swamped with visually shocking stories, living up to the old news adage, “If it bleeds, it leads.” Currently, the feed is all pyrotechnical disasters and violent crime as captured by, well, anyone with a camera phone. We hope those in charge of the project will also take care to curate thoughtful, in-depth videos and highlight issues that are less shock-and-awe but ultimately of even more consequence to most citizens.

What do you think: Can YouTube become a timely, relevant source of video news? If the News Feed succeeds, do you think it could rival network news programs? Or would it provide those programs a supplement of free and colorful footage for rebroadcast and analysis?

[img credit: joshuatree]



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Twitter Emerging as Online Video Power Broker [STATS]

New stats we’ve just been shown by video measurement company TubeMogul show that Twitter is quickly growing as a top referrer for web video traffic, far outpacing Facebook, Yahoo, Google and Bing.

Further, when it comes to getting users to watch videos, users who discovered a video via Twitter tend to stay around longer, too. In fact, these users will view a video for an average of just over two minutes.

In a quick Twitter poll, we tried to ascertain the reasons for Twitter’s emergence as a video-sharing tool. From what we can tell, people are using Twitter to connect not just to their real-world friends, but also to specific interests. Hence, they’re finding content that’s directly related to those interests, content that is more personally relevant and, for the individual, more watchable. Simply put, for video discovery, Twitter is “more tuned to my tastes,” in the words of one user.

It might also have something to do with the sheer volume of content and the ease of spreading that content around via retweets. One user said most of his video recommendations were via Twitter, and another said he was less likely to tune out a video if multiple friends retweeted it.

However you want to slice it, though, Twitter is a huge referral source for online video. Videovideovideo blogging pioneer Steve Garfield, who literally wrote the book on web video, told us, “Twitter is my #1 recomendation engine for finding videos.”

Do you tend to find good videos from your Twitter stream? Are they more interesting or more relevant to you than the videos you’d find on Facebook or from random browsing elsewhere online?



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Exclusive: Inside YouTube’s War Room

Since YouTube launched a complete redesign of its video pages last week, the Google-owned website has been flooded with a mixture of praise, criticism, and complaints. That shouldn’t surprise you — whenever a major social media website launches a redesign, users respond with volume.

YouTubeYouTubeYouTube was prepared for this, though. Every day since the redesign, core members of the team have met in what has been dubbed the “YouTube War Room,” a conference center where the team gathers to discuss and address the feedback coming from YouTube’s forums, blog post comments and even the Twitterverse.

Last Friday, I had the exclusive opportunity to sit in on one of these war room meetings. I saw all of the feedback they had collected, listened to them debate over aspects of the redesign, and provide new insight into the changes you can expect YouTube to roll out very soon.

Here’s my look inside the YouTube War Room:


The Workings of the War Room


YouTube War Room meetings work like this: feedback is gathered by members of the YouTube team and compiled into a single Google Doc, which is then placed on two giant flat-screen TVs at the end of the conference room. It’s a chaotic collection of comments, tweets, emails, and blog posts containing raw feedback from casual users, partners, and die-hard regulars.

Someone leads off the discussion by reading off a piece of feedback or circling back to one the addressed in a previous war room meeting. At this gathering, Community Marketing Manager Mia Quagliarello kicked off the conversations. Also present in the room for this particular meeting: Chris Dale (spokesperson), Shiva Rajaraman (senior product manager), Margaret Stewart (head of the user experience team), Colin Whitlow (senior strategist), and one or two others.

Now for the interesting part: the actual feedback. The discussion kicked off with an admission that there were still features that were broken or missing. When the team discussed the missing playlist randomization feature, they simply admitted that “we forgot about it” and that the feature is coming back soon. They also reviewed user complaints about not being able to see the number of comments and not having the ability to see all comments at once.

Immediately the team agreed to add back in the comment count and discussed ways to “tighten up” the flow of comments using comment separation and grouping. In the next week or two, you can expect a visual to be posted that demonstrates the direction that the team is heading in terms of YouTube comments.

Another change you should expect for YouTube comments: timestamps. Shiva noted that they were hoping to have real-time timestamps for comments — this means each comment would have a timestamp of “6 seconds ago” or “1 day ago” instead of a specific date.


The Ratings


The discussion around the video rating system was one of the most interesting parts of the meeting. The team spent a significant portion of their time addressing user concerns surrounding the removal of the 5 star rating system and the implementation of the thumbs-up and thumbs-down system. A common complaint was that people missed seeing the total ratings numbers, which provided users context about the video. For example, by seeing how many people rated a video, users could quickly tell how popular a video was or whether it was simply a rickroll in disguise. Some even said that they “don’t trust ratings anymore.”

Addressing those issues became a focus of the war room meeting; while the team felt strongly that the thumbs-up/thumbs-down rating system was the right move, they also agreed that they needed to spend some time running experiments to determine where and how to display ratings. One of the new proposals that they floated around was displaying a “percentage liked” stat right when you land on the video page. Thus, you would know that 85% of people liked this video without having to open the views or subscription box at all.


Communicating With the Userbase


YouTube will be writing several blog posts addressing user feedback, with at least one to come this week. For example, the war room team decided to draft a blog post about the principles behind the visual design of the new layout and how the decision to implement minimalist pages was partly driven by a desire to keep the focus on the video content. The post was drafted in response to feedback that the page had too much white space and needed more color.


It seems as if they got a lot of things right in this redesign, though, and the initial data has been favorable to YouTube. Subscriptions shot up due to the less cluttered header and the more prominent placement of the subscription box. Said Shiva: “Any scenario where subscriptions drop is unacceptable.”

However, the team stressed that it was too early to draw any conclusions; they need to gather more data on things such as uploads, which tend to spike over the weekends. Chris noted that people have specific expectations for performance right off the bat, but the truth is that it will take people time to learn the new interface, which will change usage and usability patterns.


The Redesign Has Just Begun



Shiva, Mia, Margaret and the rest of the team covered a lot of ground in the hour-long meeting. They addressed new feature requests (being able to pre-buffer videos you’re most likely to watch), features that were removed (a Bloggerbloggerblogger-only option for quickly adding videos to a blog, which had super-low usage), and interface changes (the video uploader’s avatar isn’t displayed on the video page anymore — this is something that they’ll address with a horizontal badge page (that partners already have access to)).

It’s clear that YouTube is listening to feedback and is taking it seriously, even if the company isn’t going to implement every piece of advice it receives from its users. However, you can expect YouTube to roll out a lot of feature updates and blog posts surrounding comments, interface display, and ratings over the next few weeks.

What my trip to the YouTube War Room clearly demonstrated was that the video page redesign isn’t done — it’s only just begun.



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5 Stellar Ways to Explore Space Using Social Media

Space — the final frontier, and all that jazz. As the folk over at the Hubble Telescope website say, “Your body may be trapped at your desk, but your imagination can roam the far reaches of the universe, thanks to the wonders of the web.”

Here’s a spaced-out selection of sites and social media resources that will have you reading the thoughts of astronauts, taking a virtual tour of the International Space Station, and viewing galaxies far, far away.

Get your space geek fix below, and, as always, please do share any resources we’ve overlooked in the comments box.


1. Mission Control: Space Agencies on the Web

There’s a ton of space agencies around the globe, together boasting an estimated $44 billion annual budget to find out more about space. While capabilities vary dramatically from country to country (not all have basic launch capability, let alone manned spaceflight, and the only two with lunar landing capability are NASA and the Russia’s CCCP), most are doing interesting work that can be perused online.

NASA dominates online as it does in space (which might have something to do with the fact that its funding is currently around $12 billion ahead of even the nearest agency), offering the best online experience. You could easily lose yourself in the official NASA site, which is highly recommended if you have a spare 36 hours or so to kill.

Other official online destinations for the major space programs around the globe include the European Space Agency, with which Canada enjoys the special status of a “Cooperating State.” Staying in Europe, both France’s Centre National D’Etudes Spatiales and the German Aerospace Center offer English language versions of their sites, as does the Russian Federal Space Agency.

The official online destination for the Japanese Aerospace Exploration Agency, or JAXA, is painfully dry, but chock full of fascinating content if you can stand to stick around, while in contrast, the China National Space Administration site takes a more poetic approach to space exploration. At one point, they explain why the moon is liked by the people of Earth: “because of its thin brilliance that brings lovers with quiet warmth in the night, it is likened to a jade plate or a lovely and graceful woman.”


2. Online Observatories

It goes without saying that the Hubble Telescope’s official site is the go-to place for some amazing real-life space imagery. Thankfully, the official site offers a wealth of photography via galleries, most of which you can download for personal use as desktop wallpaper, etc. Better still, there’s plenty of info explaining what’s in the photos and why it matters. There’s also the option to see where the Hubble is at any time during its 97-minute sweeps around the Earth.

Elsewhere on the web, both GoogleGoogleGoogle and Microsoft offer a glimpse of our galaxy. Sky in Google Earth is a feature of the virtual world software that, at the click of a button, will show you the sky above your location with the option to navigate to certain points, or pan and scroll around to see stars, planets, constellations and more — as well as photos from the Hubble.

In addition to mapping the Earth and providing space data, Google offers 3D models of both the Moon and Mars. The features give you a glimpse at lunar landscapes and Apollo landing sites, as well as Martian points of interest like the so-called Face on Mars or Olympus Mons. If you’re feeling particularly adventurous, you can even have a brief chat with a local.

Microsoft’s real-time simulation of the company’s World Wide Telescope project is now integrated into BingBingBing search as a Bing Maps application. In addition to viewing celestial bodies in real-time as if you were to look up at the night sky, there are pre-loaded “collections” of constellations that can be viewed against Streetside (i.e. 3D photo) maps.

If you’d like to know what the innards of the International Space Station look like, you can take a 360-degree tour over at Boeing’s website. NASA offers something similar, but we found Boeing’s option easier to use.


3. Cosmic Connections on Facebook and Twitter


NASA is big on FacebookFacebookFacebook with over 30 different accounts and Fan Pages. We’re not going to list them all here, rather just point you to NASA’s main account. But you might want to browse the full list and cherry pick the areas you’re interested in following.

You can also connect with U.S. Army Astronauts, and the 1,000-plus people that support them on Facebook. Across the pond, the European Space Agency’s fans number nearly 4,000 space lovers.

The ISS’s Facebook pages, meanwhile, will keep you updated with the goings-on at the cosmic outpost, while becoming a fan of the X PRIZE Foundation will connect you to all the gossip about the multi-million dollar race to the moon, and other endeavors.

Those with an eye to the future can beat the crowds by signing up to fan the James Webb Space Telescope on Facebook. As the successor to the Hubble, the super-duper, high-tech infrared telescope is due to launch in 2014, and the related Facebook Fan Page offers info on the project, as well as the option to comment on it and connect with others who share your interest.

If you want to stay in touch with space organizations and people on a more real-time basis, TwitterTwitterTwitter has a wealth of accounts that are worth following, including one for the aforementioned Webb Telescope.

As well as following the big agencies like NASA (which offers a useful list of who is in space right now), individual astronauts can followed for a more personal view.

As you can imagine, there are quite a few astronauts who tweet, especially with NASA’s pro-social media approach. But a few to get you started include Mike Massimino, the first man to tweet from space, U.S. Army Astronaut Col. Tim Kopra, Soichi Noguchi, Clayton C. Anderson, Nicole Stott and Naoko Yamazaki.

Tip: If you want to cheat, you can just follow the NASA Astronauts account for more of an overview.

Twisst is great account that offers personalized alerts for when the International Space Station is passing over your geographical area — as it’s visible to the naked eye, it’s certainly worth keeping a look out for it.

Our favorite by far however, is the Twitter home for JPL’s Near Earth Object Office that coordinates NASA’s efforts to detect and track potentially hazardous asteroids and comets headed to, or near, Earth. Follow this account if you’re looking for a heads-up on the planet’s imminent doom.


4. Void-Filling Video


As in other areas, NASA really shines when it comes to online video resources. As well as offering exciting live-streamed launches, there’s a NASA TV area within the site’s main multimedia offerings, an official USTREAMustreamustream channel, and over ten official YouTubeYouTubeYouTube channels including the main one.

You can get your space fix elsewhere on YouTube with the official Hubble account and the European Space Agency. Another spot to watch for relevant content is the Science Channel.


5. An Astronomically Cool App


NASA iPhone App Image

We run the risk of sounding like NASA cheerleaders here, but the free iPhone app the organization offers is a must-have for iPhone- and iPod touch-owning space geeks. It is, quite simply, mega. You can easily burn ten space-faring minutes at a time on categories like “Missions,” which includes detailed info about ongoing and recent operations, “Images,” with an Image of the Day that you can share via Twitter, Facebook Connect and e-mail, or “Videos” and “Updates,” the latter of which aggregates official feeds from Twitter into a timeline of interesting info. The only catch is that due to the wealth of info the app can access and its dynamic updates, you do need to be connected to use it. But when you are, it’s like having NASA in your pocket.


More social media resources from Mashable:

- How Twitter in the Classroom is Boosting Student Engagement
- 6 Ways Law Enforcement Uses Social Media to Fight Crime
- The Science of Building Trust With Social Media
- How Companies Are Using Your Social Media Data
- How Musicians Are Using Social Media to Connect with Fans

Image courtesy of iStockphotoiStockphotoiStockphoto, inhauscreative