Online hits, or failures?

Alys – I’d like to correct some of the points you made in your video:

1. There are no endorsed fake accounts that constitute the subscriber base on the OzGirl YouTube channel. You are accusing us of viewer fraud and that is quite a serious allegation.

2. It is important to note that YouTube is ONE of MANY platforms used to distribute content. In our case YouTube was NOT the primary mode of distribution. Our content is across Virgin Australia, Bebo, KoldCast TV, TiVo, Zune and iTunes.

YouTube does not represent the focus of our marketing and distribution due to the demographic we targeted, we identified more suitable platforms.

3. Interactivity was key with OzGirl and the audience were engaged consistently with the characters through social networking devices such as live chat, messages, and comments.

4. In regards to your assessment that The Future Machine and OzGirl are not successes based on their views – TFM is rightly seeking additional funds to market their show. The internet is over-saturated with content and you seem to insinuate that good content will just chance upon an audience without any push or marketing drive. This could not be further from reality. Like any piece of screen content or product for that matter; marketing is paramount to capturing an audience. You will regularly see films that do well at the box office mainly due to a strong and robust marketing campaign as opposed to being quality films (see ‘Due Date’). It is an oversight to think that marketing is not a requisite component of the delivery of online goods. Ask any consumer-oriented businesses if they believe marketing is not key to their business… see what they have to say.

Yes – there are channels that have been enormously popular that have succeeded without a marketing budget. The internet does indeed make this possible.

I will also point out that marketing techniques on the internet do not necessarily cost money.

In my books OzGirl was a success and I also believe The Future Machine (an extremely well made show) is on its way to being one too. I would advise you watch the content of the show (you admit you haven’t) in order to develop an informed opinion.

FYI – we had no money for marketing and distribution.

Nicholas Carlton
Creator of OzGirl
nick@carlton.to

For more debate fodder, please listen to my talk about OzGirl at the SPAA 2010 Conference – http://conference.spaa.org.au/.....clenbr=394

Hi Nicholas, thank you for your feedback.

With regards to the fake accounts, it was mainly to put across a more realistic view of the actual subscribers to the channel rather the number of people who were legitimately subscribed. In no way do I absolutely state that it was you guys that made them or endorsed them.

It is good to know that your content was used on multiple platforms, however my main commentary was working with the idea of things working stand alone online.

Twitter, Facebook etc are free and are absolutely amazing tools – I have observed some very successful campaigns being run on them. I agree that marketing on the internet does not necessarily cost money. However…how did you get 20 000 hits on the preview and then lose all those people to only get 1800 for the first ep?

With regards to OzGirl being a success…with all the additional channels it was on absolutely…that is the thing, it was not solely online. I have watched the first episode and it was not for me, but I am a 34 year old woman so I doubt that I am in your demographic. I found it weird seeing microphones on the girls and the lacklustre delivery of the comp details at the end was odd. I am used to watching people who film themselves and everything they do vlog style though…(ie weird seeing mics and someone else filming)

Yes, correct. bad anything can do well with marketing…but the thing is with youtube yes you may see that initial spike in views, but if it does not capture the viewers attention they are not going to stick around. why did all the people watching The Future Machine NOT subscribe. The view count and subscriber list does not make sense. There would be quite a few of the production crew that make up that 71 subscribers. Like I said, it would be more realistic if there were at least a few hundred subscribers on there.

I still agree with my original observations based on views. If the viewers liked The Future Machine, they would have stuck around, shared it with their friends etc. However, I would be more than happy to see them look for additional marketing IF the views were going up steadily from the first episode. This however has not been happening, hence I strongly disagree with marketing something that (in my opinon only) did not work. The content did not capture my attention either.

With regards to no money for marketing and distribution:

But you would have got money legitimately by selling the content to the various networks? Right? See I have no issues with that, nor would i have any with someone who say got a certain amount of money from a company to use a product of theirs in a production (eg a car company for example).

Alys,

I believe the internet and user behaviour is a lot more complicated than the linear relationship you are referring to.

20 000 Trailer views + 1 000 Episode One views = a failure to engage that audience, yes. But who was that audience? If the trailer was viewed 20 000 times by 34 year old women who, like you are not interested in the series but just happened upon it (because of the thumbnail or title or whatever) than obviously you will not come back. This is where targeted marketing becomes necessary. To target the correct audience. Conversely, if those are 20 000 views from teenage girls (our target audience) than I would accept your proposition.

Similarly something we learned during the release was about scheduling. If you release a trailer too early and wait 2 months before the release of episode 1, then most people will have forgotten about the series. This applies in any medium where advertising a product is critical.

I believe, respectfully, that your thesis is entirely too simple and would encourage you to think about the other variables in play. Ultimately marketing is a requirement for any series. So when is a series a failure? Perhaps if a series is well marketed and failed to create traction you could claim it to be a failure.

Unfortunately in both the case of OzGirl and The Future Machine, both series lack any reasonable marketing budget or resources to properly make an assessment.

FINALLY – I would say that your criteria in principle provides a valid litmus for the entire funding system in Australia. I wholeheartedly believe that funding should be provided to filmmakers to tell stories and make films that audiences WANT to see. The opposite simply does not make any sense. It is a market and you must meet market demands.

Thus I would implore you to think about other valid uses for the internet and the production of web series:

1. Maybe the internet does not provide a profitable ecosystem for short-form content creators (a challenge as you astutely pointed out). Perhaps it is simply a place for filmmakers to be recognized and have a crack at their art. Much like the production of independent feature films, web series can simply serve as a calling card for a different medium.

2. Perhaps it is a testing ground for new ideas and experimentation.

3. What if a web series was only watched by 5, 000 people. Might that not be a success if the series was produced on the cheap? Perhaps the web will not be able to generate mass audiences like television and instead caters to niche audiences.

4. If revenue is desired – perhaps an investment in this medium from the funding bodies can be provided in the form of an infrastructure that allows web series creators to profit from their work (ie. a marketplace to connect brands to creators, or a micropayment destination site).

That’s my rant!

Hi Nicholas,

Firstly, to be totally honest, I would LOVE for an Australian company to produce some successful web content.

In my opinion, content is successful of course if you the producer breaks even or at the very least makes a small profit. Or…I guess as a producer of a show, if at the end of the day you are happy with what you have done, even if you have made a loss I guess that could be deemed a success as well.

Awards also play a part in the percieved success of the show, and I congratulate you on the Streamy (but like I said, Streamys lost all credibility in 2010. BUT that is hardly your fault and to be nominated and win is still a good thing.

My definition of success is solely based on what I can see on Youtube.

There are other networks of course but of course I can not go in and see how many units of OzGirl were sold on the other networks you were referring to. To sell your content to Virgin (if you indeed did) for example is a great result. I am not sure how the koldcast sydnication thing works for example so can not say much on that (ie the eps are all free on itunes for example as a result of whatever sydnication deal you have done with koldcast)

With regards to the 20 000 views on the trailer, I see by looking at the keywords used, you were infact using words that were not related to the show. They are cut and pasted here as follows:

“ozgirl lonelygirl15 australia country jackman kidman hot girl lonelygirl woman show web bebo katemodern melbourne the oc orange county marissa”

That would have assisted in getting people to view your trailer of course and then people would find that it had nothing to do with those keywords…but that would not have necessarily been the major thing to draw people to your trailer.

I find it incredibly hard to believe that 20 000 people viewed your trailer on Youtube that were not in your demographic. It was such a good opportunity to build from that but you lost all those people (nor did you pick up a lot of subscribers from that initial preview).

eg. if the young girl did her own video blogs for example (ie filmed from her perspective by herself with a cheap cam eg a flip for example) and offers to win prizes etc (the prize thing is right at the end of the first episode, I would not have known about it if I didn’t watch all the way through). Blog TV and similar are interesting as well where the girl could web chat interactively with the audience etc. I know you have done some things on social networks, but I don’t know what, so just making some examples.

It is not just about marketing on youtube, it is about quality content that the user wants. eg. judging by the Shane Dawson type content for example, it does not have to be intelligent – that being said however – the content in a lot of cases is not suitable for children – although his demographic is people under 15 (although as a 34 year old I also enjoy it as well as the more intelligent content I can get on youtube)

With regards to any productions on youtube that were made by outside entities, the ones that fool the audience (like lonelygirl for example) that this is real content coming from one user, rather than a production company seems to work. Mind you, if and when the audience finds out they won’t all be happy, but by that stage one would hope that the production achieved what it was setting out to do.

To me, a good start may be that a collective of Australian producers/directors/interested parties got together and made a youtube channel specifically to feature Australian content of this nature. Not limited to series but small sketches for example.

This would build up a regular audience who trusted your content as well as a decent, legitimate subscriber base. Then for example one could feature say The Future Machines first ep on the channel page for example (or it could be uploaded to both channels).

Just an example. I have other ideas, but yes, just wanted to mention a few thoughts.

Nicholas,

I truly believe that online content IS something that can be used successfully.

If the short (or long form content is recognised from it’s online popularity and subsequently sold off to other online networks OR to traditional media, that is of course great.

Will it happen? Well it has happened to some of the major youtubers in the USA, some for the better, some not.

The internet may not be able to solely provide the monetary rewards alone, however for example teamed with a traditional advertising campaign eg. think of a major soft drink company for example agreeing to put money into a project in exchange for using ones content in their ads on tv, online etc.

eg sort of like a cliffhanger thing where people would log on to a youtube channel and or website to watch what happens. this would be served well for example if the video was viral in content…but a talented writer for sure could make it work in the short space allowed of 30 seconds or whatever.

With regards to success on the internet and so forth, that is covered in my above response. I truly believe that if you are doing a series on Youtube the main thing would be that the subcriber base closely matches the number of views on each episode (eg the community channel that I speak of in my first video in more detail).

Selling the finished product on dvd and other merchandise is another way to make revenue, but of course you will sell a very limited amount if there is not the initial interest. Some of the top youtubers do well selling shirts for example as they are very personally involved with their audience. They will suggest viewers to send in photos of them wearing their shirts for example which they will place on their videos or will often retweet a message from someone who has said they got their shane dawson shirt in the mail today for example.

With the backing of movie network here is the hit count of another Australian produced show:

https://www.youtube.com/show/thejesters

Dear Alys,

I have just watched your YouTube diatribe and read through the comments made by yourself, and the responses from Nicholas. I wish I had more energy to allocate for a detailed response, but at the moment, as an independent filmmaker, I am far too busy to find the time to start a dialogue with such an ill-informed and naive person.

I thank Nicholas for taking the time to elaborate on the finer details of creating, producing and marketing a web-series online. He would know. But I will not become embroiled in a conversation with someone who dares criticise a show that she has not even fully watched!

It’s obvious you know very little about creating an audience online, because you only ever see it from the perspective of someone looking at the number of views shown at the bottom of a YouTube video. And for you to imply that we are somehow cheating on our online viewing numbers vs subscribers goes to truly show how ill-informed you are; people on the internet relate to our show in different ways.

I would suggest next time, before you make wild, false and defamatory comments, you could try and approach the producers, in an effort to deconstruct this rather complicated business with accurate information and insight. Thus, in total contrast to what we have all just witnessed fall out of your head, it could lead you to astute, informed and intelligent criticism.

David Barker
The Future Machine

David,

I watched three episodes of The Future Machine, as was communicated in my videos.

I did not enjoy them, hence why I did not continue to watch anymore. Why would I when I am subscribed to so much more excellent online content?

Commentary is only defamatory if it is not true. I have not stated that you guys have definitely been involved with any of what I am saying, just that it is interesting.

People seem to misunderstand that everyone is entitled to an opinon.

Prior to the emergence of sites such as youtube you would find it as a review in a newspaper, or it would spread via word of mouth. Basically if you put something out there, expect to get commentary about it. If my commentary was good, you would have been linking my video all over the place, just as Okine did with the Encore article.

Enjoy spending tax payers money to market this if you are indeed successful in receiving the funds you have applied for.

Alys 🙂

Alys

You are so ill informed, bias and offensive. How dare you criticise people who take their time and their own money to create opportunities for themselves?

I don’t think you completely understand what goes into the film making process nor do you have the comprehension of how online marketing/business works.

I’m guessing you’re one those failed film makers still trying to chase that dream but can’t quite get there…so you’ve resorted to bring down others who are successful and entertain.

Well, embarrassingly you got your 15 minutes of fame. You’re a joke!

JM

not a failed film maker, a website designer amongst many other things.

i am also not after 15 minutes of fame.

Alternatively, alys, you could direct, produce and distribute your own webseries and show us all how it’s done. I don’t think you are in any position to make accusations and criticise the work of hardworking creatives, until you have actually done it yourself.

r,

i have absolutely no desire to produce my own webseries.

i, like any member have the right to comment on anything – just as a reviewer would talk about their experience at a restaurant for example.

Here’s an example of a locally produced webseries that’s kicking some goals:

http://shoottheplayer.com/

The content is compelling. The series has attracted many more viewers than the above examples. Probably produced for a smaller budget, too.

David and all the Future Machine Team!

Congratulations on creating a fine piece of digital work. It’s really exciting to see great talent getting off their arse and making something fun, and entertaining.

In Australia, we should be making more Future Machines, pushing ideas around, making them work, trying out new ways of creating, playing to a global audience, as well as taking risks and making mistakes.

I’m inspired by your creation, and can’t wait for others to follow your lead in this space.

I know I’m keen to cut loose of the Network System and build brands independent of them. Power to the producer! (But for 2011 I’ll work in TV…because I’m a hypocrite)

Well done on a great series!

Can’t wait for the next big idea!

Dan

Alys- What are your credentials?
My advice is to leave it to the experts and keep your opinions to yourself

And you ARE after 15 minutes of fame, proven by your taunts to the producer of the futuremachine to provide a response to your video blog… Petty.

The clear winner is him.

Great work of the Futuremachine by the way. I loved it.

Dear alys , I would to thank you for taking the time out to comment on such matters, i along with a few other people also do have a slight problem with a couple of things that you said .. What do you judge as unsuccessful? Just because not many people have seen the web series YET does not make it unsuccessful. When you have not got much money set aside for promotion word of mouth still takes a lot of time even on the internet. Since you up loaded your video, the future machine trailer has stayed steady at 3,00 views but ep one has gone from 2,500 to 3381. The latest video clip you talk of in your blog is actually a music video from ep 6, so naturally it is going to have less hits as majority of viewers have already seen it, but even still it has gone from 124 to 242. slowly but surely growing again. You say that oz girl has 150 subscribers but only 50 were legitimate, where did you get this fact? . you say that you really REALLY wanted to like the future machine, but you only saw 3 eps? . You couldn’t of wanted to like the show that badly at all.
I find the fact you make between subscribes and actual views is weak and shows a lack of thought. Then to back that up with just saying” IM NOT SAYING THERE CHEATING“ I’ve just seen information on other channels that shows how you can up your views” this is just downright hurtful. Especially when you are clearly implying that we have cooked the books, and tampered with the numbers. When you have put so much work into a project, for someone then to come along and attack the truthfulness of its minor success is just really upsetting. Again just showing a major lack of thought on your behalf.,
so the fact that the views were dropping with the more Epps that were uploaded (not true). Also you’re weak point about potential fixing of the numbers, brought you to your conclusion that the general public did not like this show.?????.
Where was your video blog about the movie “Australia” for example? That had millions of the government’s money injected into it and the majority of people didn’t like that film. Or where was your blog about Australia not wining the ashes this summer. Australian cricket gets loads of money from the government, all for us not to win their biggest sporting event? I suppose you didn’t blog on these 2 things along with many other unsuccessful business ventures form the government because you didn’t see them. But then again you didn’t really see “oz girl” or “The Future Machine” did you ?.
I respect the fact that you find a American teenager more entertaining than “oz girl” or “the future machine”, but please don’t convince yourself that everyone shares this view, as it is clearly not the case. I mean if were to take your argument of only looking at the numbers rather than content. The YouTube clip of a monkey pissing in its own mouth has had 8880 views were your video blog has only had 185. But I am sure due to the feedback you have had, your video clip is more thought provoking than the monkeys.
I was lucky enough to also be a part of a show called “the jesters “ which has recently just put out all of its shows for free on the internet. Now these shows are getting around 8 to 10 thousand hits an ep. And this is with the benefit of promotional money behind it and the start power of Mick Molloy Susie porter and Steve Vizard just to name a few. I guess what I am trying to say is, without a large chunk of money behind promotion these things take time, you have to be patient. The community channel started back in 2006; I would like to see her stats after 2 months of internet time.
I thank you for your time, but think you really should have put more thought into what you were saying, and also left out some of your false accusations out of your clip. Your sincerely Andy Ryan.

Andy Ryan I could not agree more.

Alys- one more thing that has been niggling at me is the fact that you have received 5000 views for a video blog regarding the QLD floods. Now, you talk about these guys ‘cheating’ their view counts and using ‘trends’, however, what disgraces me is that you have, in a sense, ‘cashed in’ on this devastating national disaster by relying on heavily searched phrases (i.e “QLD floods) to gain any sort of viewer ship (that of which has dropped 99% since your QLD flood post).

I would also like you to take note that I have viewed some of your videos to research if you have any sort of background knowledge in this industry or any kind of following, therefore, you should subtract 1 viewer from each video because I did not actually want to watch the videos and sat through them painstakingly. I only say this because I know numbers of views is SO very important to you.

My advice… brush your hair and get another hobby.

i have answered the remainder of your comments here (mainly in the second half of the video)

Final thoughts 1: Should the government provide funding for unsuccessful online content? https://www.youtube.com/watch?v=AA81LLwpeX4

Final thoughts 2: Should the government provide funding for unsuccessful online content? https://www.youtube.com/watch?v=KIpbvgr7iMM

Why Fans Don’t (Necessarily) Get You Traffic, And Traffic Doesn’t (Necessarily) Get You More Fans

http://www.webseriesnetwork.co.....sarily-get

Written by UK-based WSN member Hugh Hancock.

“We’ll put the first episode out and tell our friends about it. They’ll tell their friends, and then it’ll go viral. We’ll get tons of traffic in and make lots of money.”

Have you ever wondered why you’ve got really enthusiastic fans, but not much traffic? Or why, when you get a huge traffic spike and you think you’re made, it drops right off again and you’re left with exactly as many fans as you started with?
I’ve been in both of those positions in the past. And they boil down to one simple truth.Fans don’t automatically produce traffic, which doesn’t automatically produce fans.