1. Exploring new platforms
Video platforms have a big impact on user experience. It used to be that content producers were encouraged to distribute their videos in all possible platforms, but with the emergence of short-form video platforms such as Vine and Instagram, it’s becoming evident that content has to adapt to the platform to be able to speak to the audience in a credible way.
2. Curating and crowdsourcing
An important lesson from Double Tree by Hilton: you don’t have to produce everything yourself. Sharing things you find relevant and asking the audience to participate in the creative process can be more cost effective and authentic than creating everything from scratch. What’s needed from the producer is a clear vision of the desired outcome, as well as a unique voice.
3. Reinventing familiar concepts
Music videos are nothing new, but Google Chrome recently produced their second interactive music video with Arcade Fire. With music video viewing shifting from MTV to YouTube partner Vevo, YouTube’s parent company Google is becoming more and more focused on feature development and interactivity, and essentially, how to improve on an already winning concept.
This is the first in a series of posts by KLOK, the Finnish agency founded by Pauli Kopu, one of MIPTV 2012’s Young Producers to Watch. More soon!
