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For this week's Creator's Tip, we are going to talk about old media vs. new media. What
it means for the content we create, the strategies we develop, the audiences we build and everything.
It is very fundamental. That's coming up. Hey guys, my name is Tim Schmoyer and welcome
to another week of ReelSEO's Creator's Tip where every week we just help you guys who
are online video marketers know how to make your stuff perform as best as it can here
on YouTube and other video platforms And today I want to talk about a couple buzz
words we hear thrown around a lot. Old media vs. new media. Over the past couple of years
in online vide we have seen this very interesting phenomenon taking place, without getting into
all of the details and statistics and reports, ultimately what's happening is television
seems to be declining among twovery important demographics. The 12 to 17 year olds and then
the 18 to 29 year olds. Depending on which reports you look at, it's dropped around 14%-15%
just in this past year. But while the time spent watching television is diminishing with
that age group, the time spent watching online video is growing very rapidly. So what is
going on there? Why the shift, why the migration, whatis happening? There is a lot of answers
to that question, but me personally, I would boil it down to the different values that
the younger generation holds for their media and content consumption versus what some of
the older generation people feel. Let me show you what I mean by breaking down
some of the key differences that I see between old media and new media. With old media, we
are consuming content, but mostly for our own entertainment and our own self-benefit.
We are asking the question, what does this mean for me? With new media, we are still
consuming content, but often with the social benefit it in mind. We are asking this question,
what does this mean for us? In old media,people get paid a lot of money to act like someone
they are not. But in new media, you have to be very authentic, and act exactly the way
you are. Old media is very character-centric. Meaning they are saying this is my story and
you are welcome to be a passive observer if you like. But in New Media they are saying
this is my story and you are a part of it. In some cases they are even saying this is
our story collectively. Old media is saying hey watch this and New Media is saying hey,
be a part of this. Let's build something together. In Old Media, people go to television for
shows and New Media, people come to online video for people.
There is a lot more things we can add to both of these lists, but I think you can look at
them right now and say maybe it is not fair to treat New Media like Old Media and maybe
that is why celebrities and Old Media who can attract millions and millions of viewers
over here, have a very difficult time transitioning to New Media and attract only a few thousand
viewers over here. The two are working with very different assumptions about audience
development, about community, abut production value and many other things, and the point
is this, as video marketers, sometimes I feel like we get so wrapped up in our old media
perspective that we carry that content and those ideas and those values to a New Media
platform and it just doesn't work. The two require different approaches to content
and I know a lot of this might just seem really philosophical, but I want to ask you a question
that I think will really bring this to earth for you guys and I really want you to answer
this in the comments below. Let's have a discussion about this. How would your content and your
video strategy be different if you used YouTube the same way that you personally use Facebook?
Because at the end of the day, to be quite honest with you, I think comparing YouTube
to television is the wrong comparison to make if you really want to understand what makes
YouTube tick. A better comparison I think is to compare it to Facebook as a social media
platform that it is, rather than the content delivery platform that a lot of us assumes
YouTube is. I am actually writing a lot more about this
Old Media; New Media content and it influences how we approach YouTube and the strategies
that we hope for online video. I am going to give it away for free in an eBook that
I am writing right now, called "The Secret to Building Your YouTube Audience". It is
not released yet, but it will be coming out soon over on my channel at YouTube.com/Video
Creators. You'll find a link in the description text of all my videos over there that will
give you more information about how to get this eBook when it comes out if you are really
interested in diving deeper into what all this means. Because personally I believe that
if we really get this, it will mean the difference between frustrating results and really successful
results on YouTube. And while you are digging around the web,
check stuff out, make sure you subscribe to this channel here. We would love to have you
guys be a part of these videos we do for you every week. Also, check us out at ReelSEO.com
for the awesomeness we are publishing there and also go to ReelSummit.com if you want
to hang out with me and Mark Roberson, our founder here at ReelSEO. We would love to
connect with you guys this July out in California where we can talk more about frustrations
versus success on video marketing and a lot more other things. We are bringing together
some of the smartest minds in video marketing, to one, help you guys to save money on the
efforts that you are doing here and two, to help you guys make that stuff as successful
Go check out ReelSummit.com and I will see you guys again next week for another ReelSEO
Creators Tip see you then. Bye.