Tag Archives for " video "
We all know how powerful video can be when it comes to having a hit, but a recent analysis of Adele’s “Hello” by Pexeso really drives the point home that video copies play a huge part in fan awareness. The site tracked the hit song over a period of 101 days, starting on its October 22nd release date on YouTube, and found out a lot about the popularity of video on various social platforms.
This is indeed a strange new video world we live in that’s asymmetrical in nature. It can’t be assumed that the results on one platform will be matched by another, or that one is better than another. One thing’s for sure, if the fans like your song or music video, it will for sure make it’s way onto every available social platform available.[photograph: Egghead06 via Wikipedia]
Twitter video is a relatively new element for the service, and it’s being generous in that it’s will to share what it makes from it with content creators. What’s more the company is even giving the lion’s share to the people that make the videos as well.
In an effort to boost a stagnant user base, Twitter is really going for with video, offering a full 70% of the ad revenue to the video creator. This beats YouTube by a lot, since the split there is 55% to the creator, and Facebook still hasn’t figured out how to monetize video views, leaving users with little monetary incentive to post other than a higher view rate on the platform.
Individual content creators can qualify for this new feature by signing up for its Amplify Publisher program, which to date has only been accessible to companies. Once they’re approved by the company (after a quick application process), they can check a box to elect to have pre-roll ads run against their video.
The company is also offering a new media library for creators with any sort of media, including videos, GIFs and images. This also enables tweet scheduling and planning, and provides more tools for managing multiple accounts. Content creators can now manage their videos — and the money they’re making from them — on the desktop as well as on mobile with the Twitter Engage app.
Many artists and bands have been switching their music videos from YouTube to Facebook lately because of the increase in viewership, but it turns out the viewership numbers might be a big mirage. Facebook videos are said to be getting close to 8 billion views per day on its platform, but that number is in dispute.
First of all, the way a view is measured is very different between both platforms. On YouTube, a viewer has to watch for 31 seconds to be registered as a view. Facebook is way different in that a view is calculated after 3 seconds, but an even bigger factor is that the audio may be muted during the view time and will still be counted as a view.
It turns out that 85% of Facebook video views happen with the sound off, according to multiple publishers. Of course, this a major problem for an artist that’s using a video as the means to get their music heard. Advertisers can easily adapt by making sure that there’s text that you can read, and that the point comes across visually. Obviously, that’s not possible when it comes to music.
And, of course, there’s the payment factor, or actually, the non-payment factor is a better way to put it. You may not like what you get paid from YouTube, but at least you have the possibility to get paid something. Facebook is still working video monetization out, although it looks like that’s coming soon.
With that in mind, most artists are probably thinking, “Are Facebook videos even worth the effort?” given that the chances of people listening to a song are pretty minimal. If you’re looking to expand your audience by promoting a video or hoping to go viral, Facebook might not be the best place, given the latest figures. If you have a hungry audience already on Facebook that you want to reach, of course there’s no substitute. That said, don’t give up on YouTube just yet. You may not be getting a fair shake on the platform, but it’s still worth being there if you want your music heard.
I just returned from speaking at Nimbus School of Recording and Media in Vancouver (one of the best recording schools anywhere – thanks Mike, Rob and Brandon), and one of the questions that I received from the students was if the music business is more difficult now than it was in the past. Actually, getting into the business has always been difficult, and that’s the same as it ever was 10, 20, 30 or more years ago. It’s different, of course, as the industry has evolved, but one thing’s for sure, the seamy side of the music business of the 80’s has improved a great deal over time.
Here’s a video called “The Chart Busters 1980” that’s about the widespread payola of the era that was a requirement for radio airplay. For those of you don’t know, payola is where a record label or promotion company that’s been hired by a label pays a radio programmer in exchange for not only playing a record, but playing it at the best time of the day as well.
At first, payola was all about cash, which lead to the first scandal in the 50s that lead to a law that prohibited cash for airplay. Clever promotion men got around that by supplying gifts, vacations, drugs and women instead, which lead to a second crackdown. The labels tried to insulate themselves from further prosecution by hiring third party promotion companies, but a another crackdown in 2005 attempted to close that loophole.
Believe it or not, we’re experiencing another form of payola today called “playola” where money and favors are exchanged for placement on popular online playlists, so the practice continues in a new and insidious form.
Regardless, this video is a great look at the music business as it was back in the 80s, when vinyl albums were still king and the CD was just coming on the scene.