This week, it’s all about…
Traditional broadcast radio worked out in the 1930s that if you standardise an idea for a show, you could obviously make and release many of them.
For online video, the big benefit of a regular shape for an idea is that a viewer might be more likely to return, watch more than one video or – even better for the brand – subscribe to the channel hosting and first-releasing them.
Here’s an example of a format we love:
With a simple skew on the regular talk show format, the host goes on a journey with the guest, in an old car, to go and get a coffee.
One aspect especially native to online is the use of different video durations – if there’s a good chat... the video lasts longer. There’s no real need to tie the format to the restrictions of a fixed TV slot duration.
At Seven, we prefer video ideas that are more likely to drive repeat viewing or encourage YouTube channel subscriptions.
For instance we devised #AskBecks for Sainsbury’s: presenting perhaps the most famous brand ambassador in the world in a humble and humorous light.
Our format was also a practical solution to make best use of time in the filming breaks of a conventional TV commercial, and yet still echo the overall objectives of the campaign. It also helped generate activity around the hashtag.
Coming up next time in the Seven Flavours series –
Even TV companies forget the web isn’t just a transmission mast – could your video premise be a two-way street?