The Ultimate Guide to Creating Online Video Content That Works, Part 2

Bringing It Together
It’s interesting to look at the contrast in how different levels of content producers approach the limitless possibilities of creating online video.

From major media companies: "We are focused on providing our viewer with just the most over-the-top experience we can provide," says Phillips. "We think that’ll keep the viewer longer and keep them coming back. We have a production department where anything that goes on-air or online goes through there and has to meet some minimum standard. If it wouldn’t air on ESPN, it won’t air on ESPN360.com."

To established brands moving into video: "[T]o me, [i]t’s really recognizing that in a crowded marketplace, you need to connect with the audience," says Glosser. "You need to create regular product that comes out that can build a following and allow people to subscribe to it, bookmark it, or access it through all the various ways we distribute it. That’s a time-tested media consumption attribute, whether it’s who you watch for nightly news or whether you watch a sitcom or a late-night talk show. And in terms of what to put online, it starts and ends with our editors. That’s really the foundation of what we do."

To new media startups: "Here’s the thing—we all think we’re really smart, but we’re not," says Louderback. "We create a lot of stuff, and we think it’s really good. But the audience is really smart, and you’ve got to listen to them. Some stuff we’ve done and [we] think, ‘Oh we’re brilliant.’ Other stuff, we think that, but we put it out there and say, ‘Oh, we’re so stupid.’ The important thing is to not sit around and tweak and hone and make it the best it can be. If you’ve got a good idea, put together a pilot and get it out there. In the end, it doesn’t matter how smart you think it is—the audience is going to tell you what they like."

To one of YouTube’s most-loved self-promoters: "The million-dollar question is the sustainability of the amateur. Some days, I’m almost taunting bigger media that amateurs have cracked the code, and big media’s still stumbling," says Nalty. "But the reality is that their efforts are maturing, and [the] whole pie will continue growing. I do still think independent producers have an early-mover advantage though, and we also have the luxury of economics. You really can’t, if you’re a big network, depend on this, as you have to wait for the model to form. So I think we’re at least good for a couple of years, and I’ll ride that as long as I can. Whatever happens with amateurs, there’ll always be marketers who need help to figure out this space. I’m not the greatest creator in the world or the best marketer, but not many people can bring the two together, so that’s where I think I have an advantage."

To one of the top independent earners in online video: "There are those times when I knew something was going to be a blockbuster, like the laser flashlight. I didn’t know it was going to become as popular as it has become, but it was such a cool idea. It burns things, and people are going to like it if it burns something. It has that danger factor, so people are going to call me irresponsible. You think it’s a good idea, you put it out there, and just hope it does well," says Kedersha. And since he’s taken up a regular gig with Make magazine and his online earnings are no longer tied directly to viewer numbers, "I find myself wanting to please the audience more than caring about views. Not just because the views don’t count from a financial point of view but because my future doing the videos could be determined by if the audience enjoys the videos," he says.

One thing’s for certain: This is an exciting, uncertain time for online video producers. They are faced with infinite possibilities and an audience that’s rapidly growing and hungry for content. So take note of the lessons being learned by your peers and go out there to create some great new content that showcases our favorite new medium.