Some key take-aways:
The "Secret Formula"
They've devised a "secret formula" for developing an online video:
"Secret Formula" - .5C + 15.M + .20T + .15P = Success
50% C = Content and Production - this is storyline, style lightning, production, etc.
15% M = Metadata - the text title, keywords, descriptions, and categories that help people find your video
20% T = Thumbnail - the packaging which draws people in when displayed on the page
15% P = promotion - just good old fashioned marketing
In other words, about half of what goes into creating a successful video is making sure you have great content that's well-produced. The other 50% comes down to your packaging and marketing of the video and the strategies you use to help people find it.
Apparently these are the things that "sell":
- Avant-garde videos
- Special effects - the Ray Ban sunglass catching video is a great example. In general, any video that generates debate generates viewers
- Animal/pet tricks - man is drawn to animals just as he is to fire… it's hard to explain, but it seems to have to do with primitive wiring in the brain
- Cute kids - one of the draws of online video is that real people capture real moments, and nothing is as straightforward as a child just being herself
- Repetitive, catchy music - certainly not a new concept, but with infinite channels come many more opportunities to put up the experimental jingle
- Physical injury - thank goodness it's not me!
- Pranks - thank goodness it's not me!
- Spoofs - ride the coattails of the tried and true
- And of course, sex always sells
Lots more info where that came from. When you read the report, be sure to check out the chart on different video-sharing services, particularly the demographics column.