Are Big Brands Trained to Distribute Content Like a Consumer?

Editor’s note: This is a guest post by Salvatore Salpietro, who is based out of New York City and is the CTO at ISEBOX Ltd, a content publishing platform for brands and agencies used by Procter & Gamble, adidas, Endemol and many others. He also plays guitar in NYC indie-rock band All in Italy. You can find Salvatore on Twitter at @zepcatsal, @ISEBOXdotNET

In our daily personal lives, we use things like Gmail, eBay, Amazon, and Wikipedia. In our daily lives we’re consumers. We use tools developed to satisfy our limited requirements. If I want to share a video of my dog doing tricks, I’ll post it on YouTube. I’m not too worried about advertisements, links to unrelated videos, comments or popularity statistics being public. And the thought hasn’t even crossed my mind to make the video easily downloadable by TV programming directors, newspapers, or other non-online media outlets to multiply my exposure. That’s not what I’m setting out to do when posting on YouTube.

But the Big Brands – these are all concerns of theirs, aren’t they? Or are they? Let’s look at the Coca-Cola YouTube Channel. They certainly wouldn’t allow me to see how popular the video is, or how many people like it – surely that would be intelligence the consumer shouldn’t know about. And most definitely they wouldn’t allow advertisements from other brands on the same page. That can’t be right when in every other area they are obsessive about protecting their brand. And why would they want the temptation of non-related videos – like a Duracell brand video – sitting alongside theirs and threatening to take the viewer off the page?

Ads from other mega-brands (Procter & Gamble) and popularity information on a Coca-Cola Channel YouTube video

But that’s what has happened – rightly or wrongly. Big Brands have adopted consumer-grade platforms as their main outlets for distributing content. And they’re finding major roadblocks, time and again. The largest of these surrounding the inability to provide video download, and (confidentially) tracking download and traffic activity. Not to mention conceding ownership and loss of brand control.

Since Big Brands are using (wonderful) tools like YouTube for everything video-related, a YouTube link gets slapped onto press releases, sent to journalists, and to television stations in hopes of getting some coverage. But, obviously the video will be “online quality” – not for broadcast – ...

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