There’s a reason that the phrase, “Content is King” is so prevalent: it’s a fact.
Like many, I saw dozens of ads for Quibi (many of them on YouTube) and the entire campaign was centered around selling me on the concept of short-form content—-something I found hilarious on YouTube since anyone who frequents YouTube is probably already pretty sold on that concept. At no point was I given any indication of what I could watch. Every ad left me totally disengaged because I was either left to guess at what they might have or to assume that their library must be pretty shit if they aren’t going to talk about it.
I worked at Netflix when the company began the idea of a “Netflix Original.” Everyone points to House of Cards as the first (and, in terms of Netflix-produced content, it was) but there was a lesser known first original called “Lillyhammer.” You didn’t hear about it because it was literally dipping the toes into the water of what it meant to “own” content rather that just license it. It wasn’t a signature piece of content we could build a brand around.
House of Cards and Orange is the New Black were the big ones and they came 6 and 9 months later respectively. They were “signature” shows that set the tone of what Netflix originals were all about. I remember the lead Product Manager and I sitting together and discussing whether we should include a promotional photo of one of the characters from House of Cards giving the camera the middle finger in our main experience. We knew that parents and conservative groups might be upset by it being right there in our UI; but, we also knew the tone we wanted to set for our content. We put it in. The content drove our marketing.
It was important that people get on board with the idea of “Netflix Originals.” But it was more important that the content spoke for itself. In Quibi’s case, they need content they can showcase that speak for itself and gets people on the platform. No one will care if it’s “short form” or “long form” as long as it’s GOOD.
This a thousand times over! WTH is a Quibi and why should I care? That's the question I always asked after one of those commercials. It was like watching someone trying to sell a blank notebook with a fancy cover that wouldn't take ink ...
Like many, I saw dozens of ads for Quibi (many of them on YouTube) and the entire campaign was centered around selling me on the concept of short-form content—-something I found hilarious on YouTube since anyone who frequents YouTube is probably already pretty sold on that concept. At no point was I given any indication of what I could watch. Every ad left me totally disengaged because I was either left to guess at what they might have or to assume that their library must be pretty shit if they aren’t going to talk about it.
I worked at Netflix when the company began the idea of a “Netflix Original.” Everyone points to House of Cards as the first (and, in terms of Netflix-produced content, it was) but there was a lesser known first original called “Lillyhammer.” You didn’t hear about it because it was literally dipping the toes into the water of what it meant to “own” content rather that just license it. It wasn’t a signature piece of content we could build a brand around.
House of Cards and Orange is the New Black were the big ones and they came 6 and 9 months later respectively. They were “signature” shows that set the tone of what Netflix originals were all about. I remember the lead Product Manager and I sitting together and discussing whether we should include a promotional photo of one of the characters from House of Cards giving the camera the middle finger in our main experience. We knew that parents and conservative groups might be upset by it being right there in our UI; but, we also knew the tone we wanted to set for our content. We put it in. The content drove our marketing.
It was important that people get on board with the idea of “Netflix Originals.” But it was more important that the content spoke for itself. In Quibi’s case, they need content they can showcase that speak for itself and gets people on the platform. No one will care if it’s “short form” or “long form” as long as it’s GOOD.