OK Go go to Facebook this time, but who’s to say what the future will hold?

If you’re an avid consumer of the internet, you would have seen OK Go’s latest rather neat music video, released last Friday. It was shot in zero gravity, on Russian airlines S7, and the final version was finally done in a continuous take, but over 45 minutes due to the restrictions of physics, so to speak! My thoughts:

Every video of theirs is better than the last, which is a really hard thing to do. The annual brouhaha around SuperBowl ads in the US and Christmas ads in the UK is proof of that – and rarely do brands consistently deliver. Harvard should do a short ‘modern’ case study on them. I’d be interested to watch a short documentary, even – the ‘making of’ video is a good teaser.

OK Go went with Facebook for the launch of this video over YouTube, thanks to the lack of ad revenue that the band saw with YouTube in previous years. Also, the record labels and YouTube together struck a deal which made it *less* profitable for them if they allowed embeds, so they didn’t – and fans suffered as a consequence, as they usually do (more here). It will be interesting to know how the Facebook strategy compares to YouTube for OK Go, specifically with regard to the data they’re able to collect on their audiences.

Today’s Monday Note has a good summary of why pledging allegiance to one social platform can be suicide for a brand in the long run – as a lot of people advocating the open web have said for a long time. To be clear, the Monday Note piece refers to media unicorns specifically, but the logic is the same:

When a content provider makes 44x more traffic outside its own premises, it becomes highly vulnerable to changes the third party might make to its distribution mechanism. As long as publishers’ and distributors’ interests are aligned, everything’s fine. But who can guarantee such harmony will last?

We all know the havoc that the changes to Facebook’s organic reach caused to brands back in 2014 for example. However Facebook’s growing advantage is reach, and its new(ish) focus on mobile and video is probably what caused OK Go to go with them for this one release, a smart choice for now.

What will be really interesting – and it’s likely we’ll see this in the months to come – is for a brand to release entertainment content in formal partnership with someone like Netflix or Amazon Instant Video as they grow in reach (the documentary idea I mentioned above could be an additional part of such a package). Spotify’s newly launched Video format might also be an interesting experiment for some. At some point, market forces must lead to Facebook and Google’s stronghold over video and/or mobile loosening, surely?

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