VidCon Grows Up -- Too Fast? The Authenticity Dilemma (My Review)

The new video world -- it's all about authenticity -- about approachability -- about connection.  That's why 8 of the 10 "stars" that matter most to teens are grass-roots, home-grown YouTube/digital video personalities (and not manufactured traditional Hollywood celebs) (note: I use "YouTube" in this post as a short-hand for all digital-first platforms, including Vine, Facebook, Snapchat, Vessel, etc.).

But what happens when those YouTube stars grow up, make money, and become the more "traditional" celebrities that represent the precise antithesis of how it all was supposed to be in the first place?

THAT's what this past week's VidCon 2015 represented -- and embodied itself -- because the YouTube "celebrity's" struggle is VidCon's own struggle.

Last year, VidCon -- a previously important, yet still quaint, gathering of YouTube stars, Viners and the fans who adore them -- broke through into the more mainstream business world at meaningful scale.  I attended it.  Was blown away by it.  And especially enjoyed the purity and energy of it, as thousands of fans (mostly teen girls) screamed and mobbed their favorite digital celebs (mostly teen boys) in a form of never-ending Beatle-mania.  At the time, one year ago in a widely-read post, I remarked that as much as I felt I knew the new digital world order prior to attending VidCon 2014, I didn't really understand it until I was truly immersed in it -- immersed in what drove the whole YouTube economy in the first place.  The creators.  The fans.  And, the authenticity, approachability and connection between them.  No YouTuber was off limits to their fans at last year's VidCon -- the connection was made (frequently physically).  You needed to be there -- to experience it -- to truly "get" it (I labeled it a "must attend" event at the time).

This year was different.  You could feel it.  I did.  I remarked at it.  Was disappointed by it.  Even a bit nostalgic about it.

To a certain extent, VidCon 2015 represented innocence lost.  The fans' screams were fewer.  Quieter.  Muted.  The frenetic running to see their favorite creator was reigned in.  Slowed.  Controlled.  And those previously eager, open and hyper-connecting YouTube personalities were visibly less accessible -- and many seemingly wanted it to be that way.  As I drove away one night, I noticed black Escalade after Escalade hidden in the back alleys of the Anaheim Convention Center, whisking many of those fast-becoming more "traditional" YouTube celebrities away from their fans.  Distancing them.  Separating them.  Breaking (with accelerating speed) the fundamental tenet of YouTube authenticity -- i.e., accessibility and connection.

By all conventional measures (i.e., pure numbers, overall organization), VidCon 2015 was a smashing success.  VidCon organizers have built a world-class, "must attend" event.  And, the media, brand and tech worlds of business finally took notice en masse and attended in droves as I urged them to.

But, that very business success -- just like the increasing business and financial success of YouTube celebrities -- is a double-edged sword.  The young, innocent, no-holds-barred and still-upstart YouTube world of last year has grown up fast this past year into a more mature, more cautious world that is beginning to feel more "traditional" ... and, somehow, a bit less "authentic" as a result.  

I understand this of course.  It's inevitable.  The natural order of things.  Digital-first is now simply first -- i.e., "traditional" -- for millennials.  That's why it's increasingly (and properly) first for the media world that wants to reach them.  It's increasingly (and properly) first for business, period ("billions of dollars" of business).  And, it's now increasingly (and understandably) the first business -- vocation -- for myriad new home-grown, bottoms up creators (YouTube trumpeted the fact that 50% more of them made 6 figures this year than last).  VidCon -- as I also learned -- had no choice but to install new security procedures and fan controls as a result of all of these forces.  To protect those YouTube celebrities (and the fans themselves) from last year's frequently unbridled hyper-enthusiastic-driven forces (including near-stampedes) -- all motivated by the purest and most innocent of intentions -- that apparently (and understandably) frightened many (and potentially endangered some).

But VidCon -- here's my challenge to you.  Let's not control too much next year.  Let's open up more tickets for fans.  Let's allow (encourage?) more screaming.  Let's bring back more access.  Fewer limousines (more "regular," non-traditional new world electric cars perhaps that represent a new ethos for millennials?).  Fewer velvet ropes (I admit, I was guilty of sponsoring one such event myself).  And, YouTube stars -- let's not control too much of that original spontaneous and pure motivation and passion that fueled your creativity (and your fans' love for it) in the first place.  Let's not buy into the same trappings that disconnected traditional Hollywood celebs from your fans and made you "stars" in the first place (I mean, do you really need limousines?).  Remember, YOU are defining the new rules of celebrity and artist/fan engagement.  You have a chance to break the mold.

To be clear, money and business that flow from creativity and passion are not the enemy here.  Money enables the artist to devote himself or herself to the very act of creation -- and business provides the means and screens to create and be seen.  I'm in that business.  Believe in it absolutely.

But, let's not let the pendulum swing too far.  Let's, together, not lose sight of what moved us and the overall YouTube movement (and what it represents) in the first place ... authenticity, approachability, and connection.  

I certainly don't have the answers.  Maybe there are none.  But, let's, together, at least reflect upon this while we are still relatively early on in this digital transformation and before the forces behind it themselves become, well, simply conventional ....

With New 8-Second Video Startup “Ocho" Rising, Time to Revisit My 1st-Day Review of VINE

Just announced -- startup Vine “Killer” Ocho (as in 8-second videos instead of Vine’s 6-second limit) -- with $1.65 million in fresh capital from Mark Cuban and partnerships with Vice Media and Showtime. Read Variety’s report to get the facts.

And, with this announcement, thought it was the right time to revisit my original first-day review of Vine from “back in the day.”  I liked Vine then.  I like it now.

My Greatest “Hits” of 2013 - My Most Widely Read Blog Posts of the Year

As I sit here in Urgent Care awaiting an X-Ray on my right middle finger, which may be broken because I was showing off my Minnesota ice-skating chops (or lack thereof) to my kids and fell instead,  I compiled this list of my greatest “hits” from my Digital Media Update blog posts in 2013 (based on how widely they were read).  Here is my top 6 (with the most widely-read listed first).  Why 6 instead of 5?  Because I like the 6th post, which is about Tesla -- one of the huge tech stories of the year:

(1) “Vine -- Advertisers Grabbing On -- A Good Sign for Twitter” -- this January 2013 post was by far my most widely read post and, I must say, was dead on (I predicted a “hit” for Twitter); the rest has been history for Vine; I see my kids -- and all of their friends -- using it all the time; it is now part of the pop culture;

(2) “5 Questions with Gyft’s COO CJ MacDonald -- My Exclusive Q&A" -- this post, from November, is the most widely read in my continuing “5 Questions with ...” series -- a testament to Gyft’s remarkable first year success;

(3) “25% of Netflix House of Cards Viewers Binged -- Watched All 13 Episodes” -- this February post heralded a new way of thinking about “television” distribution -- and gave consumers new choice and power -- and is changing the industry;

(4) “Digital Media Hired as New CEO of Warner Bros. (In the Guise of Kevin Tsujihara)" -- this January post heralded a new era of major studio leadership -- underscoring the pre-eminence of digital media in the thinking, and future, of content;

(5) “Rome -- A Full Experience in 2 Days” -- this October post was something very different; this one was personal, and it obviously struck a chord; our travels apparently helped others plan their own travels, which is quite cool; and

(6) “Tesla -- The Experience -- A Review” -- this post from June was both business and personal, and also clearly struck a chord and heralded the massive success Tesla experienced in its breakout year; business, because Tesla absolutely is a huge tech story (transforming the auto industry from Silicon Valley); personal, because I acquired a Model S in June and was on the front lines of the Tesla customer experience first-hand; my observations seem to have helped others and were shared broadly.

Enjoy!

k(NOT)ted Vine -- Because Life Doesn't Happen In 6 Seconds ...

The digerati have essentially crowned Twitter's new "Instagram for Video" app, Vine, the King of all that is mobile video.

But, although I too have coo'd over Vine, let's not forget that it is first and foremost a public sharing app.  Its mandatory 6-second video rule -- while emancipating in some ways -- also is significantly restrictive in others ...

... particularly in the private mobile video sharing context -- a topic about which I have frequently written (including these two guest posts in TechCrunch): (1) Instagram for Video -- Massive Opportunity Yes!  Done Right No!; and Instagram for Video -- Music, Meaning and Moments Succeed Where Others Fail.

Vine IS the most compelling PUBLIC video sharing app right now -- which already is a huge claim to fame (and no small feat).

But, don't forget my earlier thoughts (laid out in detail in both of my TechCrunch pieces) about perhaps the biggest mobile video opportunity -- and, that is, PRIVATE secure sharing of life's special moments with family and friends.  In this context -- this incredibly important context from an overall monetization opportunity on a massive scale -- Vine does not cut it.  It just don't work.

Why?  Precisely because life does not happen in 6 seconds!  Recording your baby's first steps?  Then you better not use Vine because she or he may finally stop wobbling and take that first step on second 7 or 8!  And, poof!  That moment would be lost forever!

That's where mobile sharing without limits is absolutely critical.

So, while Vine is a compelling (perhaps most compelling) public sharing app, that' all that it is (which is enough for Twitter/Vine by the way ... they do have a built-in audience!).

For slices of life -- real life moments in time -- the market and massive opportunity is still up for grabs.

Don't Givit away.  Go grab it!

Vine -- Advertisers Grabbing On -- A Good Sign for Twitter

Twitter's new VINE "Instagram for Video" app is all the buzz in the tech and digital media worlds since its launch last week.  I already wrote two posts on the subject and commented several times on TechCrunch.

Now, a new "must read" TechCrunch article writes about Vine's immediate appeal and interest by major consumer brands like Trident (gum), Dove (beauty products) and Ritz (crackers).

But, how can those consumer brands -- or anyone for that matter -- tell a compelling story in Vine's mandatory 6-second window?

You be the judge -- all of those initial Vines can be seen in the TechCrunch post.  At a minimum, those 6 seconds force economy in creativity.  And, perhaps those little bits are most effectively digested in this increasingly ADD world of ours.

At a minimum, this kind of immediate attention by Madison Avenue is demonstrative proof that Vine already has risen above the fray of the scores of others seeking "Instagram for video" fame and fortune.  Vine ain't no copycat.  It is a fresh approach, effectively executed.  And, it certainly doesn't hurt to have the good folks at Twitter behind it -- enabling immediate integrated posting into your Twitter stream ....

Vine -- The "Instagram for Video" Holy Grail? My Verdict

REVISED 1/25/13 at 3:55 pm PT

My TechCrunch guest post titled "Instagram for Video -- Music, Meaning & Moments Succeed Where Others Fail" -- went live this past weekend and generated a lot of interest in a topic that is obviously top of mind (judging by the over 600 retweets).  Bottom line -- the race to be the next "Instagram for Video" is on.

Since my post went live just a few days back, several important and relevant developments -- most notably, that Twitter's "Vine" video sharing app is live as of today and available via the App Store.  The screaming headlines are that Vine is video sharing made fun and easy -- all in 6 seconds (the mandatory length of videos that can be created).

No more.  No less.  6 seconds it is.  Take it or leave it.

So, how do I think Vine measures up -- especially with my inherent skepticism over this 6 second rule?

I was on a mission -- I had to know.  So, I downloaded the app.  Watched the video tutorial.  And was off to the races.

INSTANT "GUT REACTION"/VERDICT -- I LIKE IT (a lot more than I thought I would).  And, Vine definitely has the potential to be a big winner, especially with Twitter behind it (at the risk of stating the obvious).  It is a winner for the U/X as well.  Not sure this is the holy grail of mobile video (that is, THE Instagram for video), but it certainly is the Twitter for Video.  And, that alone is big news.

HITS

-- it is easy -- easy -- easy
-- makes brilliant HD videos
-- the auto editing feature works brilliantly
-- easy captioning -- critical for finding relevant videos
-- easy commenting -- highly social
-- video brevity could foster creativity -- jury is out
-- I can see how Vine could be addictive

MISSES

-- you can't record yourself when you hold your phone (i.e., you can't reverse the iPhone camera while you record) -- must touch the screen to record video with camera looking only forward
-- in fact, I couldn't find a way to share my Vine video with one-click -- if there is one, it certainly ain't intuitive
-- in fact, I tried searching my own name in Vine to see if I could share it that way, and my Vine profile didn't even show up when I typed in my first and last name (strange)
-- the mandatory "6 second rule" is limiting, even if it fosters creativity

On the last point -- which is perhaps THE critical U/X issue for Vine's success -- yes, I understand the "brevity is the soul of wit" rationale.  After all, Vine comes to you from the good folks of Twitter.  But, while Twitter has its maximum 140 character limit, there is no minimum.  There is here with Vine.

Being in the video business, I know another real-world justification for the 6-second rule (at least in terms of the maximum).  Video is an entirely different animal than still photos in terms of file size/data at play for two fundamental reasons: (1) streaming costs are involved; and (2) much more significantly, storage of all that video data (compared to stills) is expensive and fundamentally alters business models.  I wrote about these real-world considerations in a second TechCrunch piece.

Brevity, in video, is the soul of monetization wit (or at least the possibility of ever having a video sharing service justify itself with a real-world business model).

As indicated above, Vine is a great video Twitter.  But is it more?  Well, in my TechCrunch piece from this weekend, I identify two fundamental hurdles to mass adoption of a mobile video service: (1) navigation -- i.e., finding videos that "matter" to you; and (2) video "engagement" -- i.e., videos that are worthy of your limited time and attention span (via "communities of interest").  So, how does Vine faire in those two respects?

Vine solves the first problem by enabling the user to title their Vine video, so that the viewer can judge its relevance to them by more than a mere thumbnail.  In other words, Vine passes the first test.

But, how about test #2 -- engagement?  Here, the jury is obviously still out, because it all depends on how Vine is used.  Certainly, Vine videos conceptually can be organized around topics of mass interest - including the "communities of interest" I discuss in my TechCrunch piece (music, meaning, and moments).  It is simply too early to tell if that will be the case (but it is logical that it will be).  And, if this happens, then the folks at Twitter really got something here.

I DO believe that Vine is missing an obvious "mass appeal" use case right now, however -- and that is the video "soapbox" use case where someone with a personal following (e.g., lots of Twitter followers) could use Vine to spout off on any given topic for 6 seconds (and that person's Twitter followers would care).  As I understand things, this is simply essentially impossible now because the Vine user, as noted above, canNOT record themselves with the backward facing camera.

I would like that use case.  And, I know there are many others out there like me.

And, that means opportunity ....