Revver Needs Traffic!
Having looked at some proprietary internet service provider (ISP) data on March visitor traffic to the major video sites, I can now say conclusively that Revver's traffic is as low as I expected. It's about 1/50th of YouTube's traffic (and YouTube is growing like wild fire).
Multiply your own Revver account balance by 50 and imagine that for a moment. Of course more traffic to Revver will mean more competition for eyeballs. And more traffic may mean fewer ad clicks (I will predict that seasoned Revver users will tend to click a smaller percent of ads, even though they'll look at many more videos). Anyway, we all agree that more traffic to Revver (whether the homepage or the videos on other sites) is good for those of us creating content.
Now what can we do about the traffic? Revver, I hope you're listening...
Four Calls to Action:
1) Accelerate the public relations (best ROI because advertising will be cost-prohibitive for a startup... look at the press YouTube is getting!).
2) Engage Online Advertising (selective keyword buys and targeted CPM). The traffic Revver gets from Google is embarassingly low compared to most of the sites I manage in my day job. We should be seeing 50% plus of the traffic to Revver coming from Google and Yahoo. There are two obvious problems here: a) Revver isn't well "search engine optimized" because the video content isn't searchable by Google crawlers (which index mostly text). b) Revver hasn't done a lick of online keyword buying (the ads on the right). This is a very cost efficient way to attract traffic as long as you buy very targeted terms. I buy "bored" to drive CubeBreak traffic and "Revver" to drive traffic to Revverberation. But I cap the buy very low to avoid going broke. So you'll often see these ads in the morning and not later in the day.
3) Boost affiliate model (give affiliates bigger incentives to post Revver videos)
4) Partner with 2nd-tier video sites. Forget YouTube and Google Video. Aggregate some of the 2nd tier providers and get them using Revver- just like the Blinkx.com deal (speaking of which, it's been quiet lately on that deal). Having a flash option to Quicktime will make this easier. Sites like eBaumsworld and Break.com can derive additional revenue (without cannibalizing their existing revenue) by including the ad frame.