As The Online Video World Grows, Content Creators Must Cast A Wide Net

By David Pierson
Los Angeles Times.


Julie Nolke, a cook and host on the digital food and travel channel Tastemade, had just finished filming her amped-up take on the Canadian favorite poutine, a mess of crispy fries smothered with cheese curds, bacon and gravy, spiked with beer and maple syrup.

Then it was time for the editing team to start stirring, cutting the footage different ways to get the video in front of as many eyeballs as possible, wherever they may be.

The clip had to be cropped vertically to fit mobile screens on Snapchat. Another version had to be edited down to a couple of minutes to capture fickle viewers on Facebook’s news feed. Lastly, the segment had to be distilled into a few attention-grabbing seconds to play on Twitter and Instagram.

These are the new rules of distribution in the increasingly crowded world of online video. When Tastemade launched in 2012, YouTube was mostly the only platform the so-called multichannel network had to focus on. Now, staying ahead requires blasting your content across the dozens of video players battling for market share.

That’s why the Los Angeles-area media company, likened to a Food Network for the digital age, tailors its cooking demonstrations and travel adventures for Apple TV, YouTube, Facebook, Snapchat, Instagram, Spotify, Twitter, Vessel, Roku and Comcast Watchable.

By casting a wide net, Tastemade leverages rising competition in the digital video landscape to capture the broadest audience available. That’s helped the company establish itself at a time when old media is looking for key investments to stay relevant.

“This is Phase 2” of the online video industry’s development, said Peter Csathy, a streaming video expert and chief executive of Manatt Digital Media, a consulting and venture capital firm. “Multichannel networks are becoming multiplatform networks.”

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