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Script MagazineRising to the Top So, you have a great idea for an online series. You have the technology. But how do by Robert Gustafson and Alec McNayr The lure of this “Wild West” world of independent online distribution where you can shoot and post your videos onto a multitude of websites ... is a double-edged sword. You can post videos online by yourself. You can even develop a website or e-mail list for your developing fan base. But, the online world is quickly becoming like the “real world” of Hollywood: Eventually, you are going to need help.
In order to be successful—that is, to both reach and monetize the maximum number of viewers possible—online content creators must go beyond the standard steps of writing, producing and directing a project; they must employ creative marketing and strategic partnering. Attention spans are short and getting shorter. Content created for the Web needs to tell a story in a succinct way. (See “Write it. Shoot it. Share it.” Script Vol. 13, No. 5.) You have just a few seconds—literally—for your clip to be watched, enjoyed and (hopefully) shared. However, there’s some good news: Getting noticed for the first time isn’t as hard as it might seem. The hundreds of video websites need regular, updated, fresh content to retain their viewers. Though some of these sites are backed by “Big Media” (e.g., Sony’s Crackle.com) and some are independent startups, they are all competing for the same online audience and must keep the quality of their featured content high. Site editors are starting to look past subpar amateur fare to find well-produced stories to highlight on their front pages. If your story is interesting and your production values are good, getting featured will be easy. The editors will find you. The hard part is staying relevant to your viewers after your first wave of popularity. Otherwise, the audience will simply take their short attention spans and move on. |
