Point-Counterpoint: Collaborative Video Is the Next Big Thing (Or Is It?)
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The social/mobile video space is focused on a simple premise — easy creation and easy sharing. The big players are completely dedicated to these principles. Vine, Instagram and YouTube make it as easy as possible to create, post and share content. Marketing success on these platforms is tied to these principles as well. We measure impact entirely on views, pass-alongs and earned impressions, all of which are governed by how fast something can go viral.
But hovering on the fringes of the social/mobile-video app world is a host of innovative tools that threaten the hegemony of the current order. They introduce a level of engagement that is based not entirely on view counts. Instead, they are focused on creating engagement through collaboration. And it’s a world coming faster than many in the marketing world might believe.
As part of the comprehensive monitoring of the tech-startup space my team and I do on behalf of clients, we recently identified a pattern emerging among the latest social-video apps. SwitchCam, MixBit, JumpCam and other video startups are beginning to focus on new ways to connect mobile video shot from many different cameras into a viewer-defined whole.
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