There is an advertising truism that goes something like:"If you have a straight picture…use a twisted headline. If you have a straight headline…use a twisted image."
I came across Apps & Hats, the quirky iPhone application review show through Twitter (I think)have have been fascinated ever since. There is something weirdly engaging about two women discussing technology while dressed in period costume.But here is the kicker, they deliver the information about applications in a straight way - never referencing the costumes. The presentation style is simple and conversational. They produce an episode every couple of weeks.
Video is more and more important on the web (hopefully New Zealand's broadband speeds will keep pace - I can but dream). If you are thinking of producing content for the web I suggest that the Apps & Hats model is worth studying:
1. Keep it simple.
There is no need to over-egg production - the web isn't HDTV. Your return on investment will never look good if you try to make Lawrence of Arabia on a YouTube platform.
2. Keep the duration manageable.
Brightcove, the US video syndicator says about 2.6 minutes is the amount of time most people are prepared to spend with a clip online
3. Have an idea.
It's not brain surgery to wear a costume - but it is clever to subtly differentiate your product from the thousands of other shows online (not to mention tens of millions of other entertainments vying for your attention).
4. Be regular.
The bi-weekly schedule of Apps & Hats suits my consumption habits.I've found in the past that too much can simply be too much. If you have few resources it is better to spend time polishing the content than pumping out a slurry of stuff. Don't leave too long a gap between messages though, you will lose your audience.
My company has been developing online channels for some of our clients. The most recent is The Drawing Board. Broadcast TV is used to trailer the segments which track the progress of a home renovation. Tell me what you think…
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