If ‘video killed the radio star’ will social video kill TV?

Photo by @KimberleyL

Even the chilly Melbourne weather couldn’t keep us away from Melbourne’s modern day speakeasy, 24 Moons in ACDC Lane, for Social Media Club’s stellar panel:

  • Simon Goodrich – MD of Portable and National President of AIMIA
  • Nick Bolton – GM of Viocorp
  • Suzie O’Carroll – Industry Manager of YouTube

Everyone was dying to know (ok maybe not dying but you get my drift) about the current state of social video in Australia? Are we fast forwarding, rewinding, playing, pausing or stopping?

According to the panelists, we still have a long way to go with social video use in Australia. While there is plenty of interest with campaigns such as Old Spice, there are also plenty of questions still to be answered.

Why do we still have a long way to go you ask? Well unlike blogging, video production takes more time and money. Poor infrastructure, bad viewing quality and a lack of understanding were also reasons for the slow uptake of social video.

Portable’s Goodrich said many people still underestimate the need for quality content in order for a campaign to go viral. And the panelists agreed content is still king!

Speaking of content, YouTube is not only the home of online video, with approximately 24-hours of content being upload each minute, it is also the second largest search engine in the world.

YouTube’s Suzie O’Carrol spoke about the Toyota Sienna’s YouTube campaign as an example of companies who “get” social video. She also highlighted the fact YouTube is being used by a wide variety of Australians, not just young kids.

The panelists also chatted about the 1500 Australians who participated in Ridley Scott’s ‘Life in a Day’ film experiment, which will be shown at Sundance next year.

And no conversation about video and social media would be complete without talking about #QandA. The integration of Twitter on shows like QandA and MasterChef creates trending topics, which in turn builds viewers. While it may be exciting, moderation becomes difficult with the increase of numbers.

We were also interested to hear about the movement in retail and online video, where stores such as JayJays are linking products in videos straight to the shopping basket . Which as one tweep put is is “killer interaction for retailers!”

Here are some tips from the panelists:

– integrating your online and offline strategies is essential

– content needs to be engaging and offer a unique experience

– a good length for a video depends on the audience but 2-4 minutes is a safe bet

– You can’t force engagement when people want to be passive

Have a great weekend and don’t forget to vote.

Cheerio, the c word

PS – thanks to all who happily tweeted away on the night. My phone battery didn’t make it to the end of the day so no notes or tweeting. Great to have such rich content available on #smcmelb to refer back to 🙂

3 thoughts on “If ‘video killed the radio star’ will social video kill TV?

  • Eep, not one of my finest photographs! Thanks for the HT though. Great overview of the night. Will social video kill tv as we know it? I think, yes. But will it kill it completely? I think, no. As with all mediums the platforms are finding their own place within new communications. I suspect we’ll see them refining the roles they play in delivering content so we, as the consumer/producer/collaborator/curator, can get the most value for ourselves from the different channels.


  • Thanks for the summary. I was there on the night, but this helped put it in perspective.

    To succeed in this space I think it’s vital to create content that:

    – integrates with the social/cultural/historical vibe of the distribution channel e.g. youtube has a particular aesthetic, Vimeo has a distinctive community culture etc

    – is created in the spirit of fun, adventure and a dose of anarchic humour. There’s too may examples of work that cynically tries to mimic what is popular, and tries to second guess what audiences want.

    – Embraces interactivity. It’s not enough just to let viewers press a button or choose an ending. Encourage them to participate, contribute, create, repurpose and generally take ownership.


  • It might take time for social web videos to take root and topple TV but it’s going to happen. This is why it’s more important than ever to start learning how to produce and promote videos for your business or advocacy. It is the lowest hanging fruit when it comes to marketing and promotion. The first ones who are able to nail this right now will no doubt dominate the future.


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