As a still-nascent format, digital video can be a confusing realm for brands to navigate. So is it all it’s cracked up to be? And if it is, then what? Facebook video or YouTube? Long form or short form? DIY or through a publisher? Pre-roll or standalone? Fortunately, Lynda Brendish has done some of the legwork for you.
Not-for-profit organisation Bias has released a new campaign that has since 3 March bounced around the internet, collecting millions of views along the way. The short spot, which is based on the premise that we are all the same under our skins, shows several couples, who while dancing behind a giant X-ray screen are reduced to skeletal figures. When the couples step out from behind the screen, they are revealed as a diverse assortment of characters, illustrating that our biases and judgements are only skin deep.
As recently as the 1990s it would’ve been difficult to imagine a catalogue of oddly numbered lists turning into one of new media’s biggest success stories. But now, as we find ourselves neck deep in the zeros and ones of the digital age, the question ‘Have you seen that BuzzFeed list on …?’ has become a phrase as familiar—and commonly used—as ‘Google it’ or ‘there’s an app for that’. Andy Wiedlin, BuzzFeed’s chief revenue officer, is someone who has first-hand experience of BuzzFeed’s journey from being a quirky idea to a pop culture phenomenon.