I recently met with RealVision Television, who is creating waves in the financial sector with a long-form online video model. The company is providing unfettered access to financial professionals for their subscribers, is growing at rates that would make most publishers envious, and is seeing real success getting these professionals to pay for access.
In watching their videos, it's understandable that they have figured out the model. They have “on-air” talent that is comfortable, the content is differentiated from other content in the market, and they’ve invested in creating production value story-telling. But if you watch their videos, you’ll also realize that they really are just “talking head” videos—interviews with executives at hedge funds, private equity companies, and investment banks.
When I speak to publishers who are doing similar interviews with top executives in their industries, their response is often that these videos don’t garner much attention. Audiences don’t want to spend 30 minutes watching a talking head and listening to an executive “spout on” about their company’s strategies/successes.
So what makes their interviews so special? What separates their success from that of other B2B publishers?
For one, the company only does video; the company’s entire ethos is in telling a story through video, and their “on-air” talent is selective in the guests they interview. They know how to ask the right questions. I also believe that the content is directed at providing the viewer a new insight into a market and one that doesn’t necessarily come through a printed interview.
So, I guess my final point here is that video storytelling is a viable medium, but to make it a part of a publisher’s DNA will take more than just going out and buying some cameras, setting up a green room, and giving your editors some training. Be prepared for real disruption and innovation at all levels.