Saturday, April 22, 2006

Suddenly Revver Sucks? Here's the Solution.

"Suddenly Revver sucks. What's with all this home shopper crap?"

(Anonymous Post on Revverberation, April 21 8:28 p.m.).

Okay- Revver is indeed being loaded with ExpoTV content (see previous post). But this isn't the first wave of "content spamming" to Revver. We've seen a lot of people bloat Revver with self-serving or boring garbage. But the solution isn't a cap. For Revver to work, it needs to be a democracy. There will always be good stuff and bad stuff.

The solution is sooooo simple. It's the interface!

Revver has focused on being an facilitator among content providers, advertisers and other websites. It's neglecting it's homepage, and that alone is why Revver's online marketshare is HORRIBLE next to YouTube and others.

So here is my free consulting to Revver...
1) Recognize that your loyalists need you to be a portal not just a facilitation tool. We visit multiple times a day, and your homepage is neglecting us. Even if you aren't trying to be a video portal, you need to be. The market will force it, or look for alternatives.
2) Create a two-phased approach for fixing this.

Phase 1: (Interim solution)
- Sort videos in the "tag" sections by when they're submitted. That way each tag will be a portal into the most recent videos that were tagged with that keyword.
- Provide homepage links to the following sections, and sort all videos by RECENCY:
a. Humor
b. PG-13
c. Weird
d. Action
e. Short movies
f. Artistic
g. Heck-
give ExpoTV a section. Nobody will visit it, though, unless it's searchable by the product that's being reviewed. There's not a market for consumers browsing reviews that are as random as zit cream and electronics.
For more ideas, see YouTube's channel list.

Phase 2: (This will take a couple months)- Get some outside expertise (preferably an interactive agency) to develop a more "sticky" There are a lot of tricks that YouTube has deployed (community potss, groups, channels, etc.), and a little creativity can help make Revver much, much better.
- Consider personalization, but also recognize that the Revverites like the opportunity to browse the most recent stuff. It builds a community. As the quantity grows, we need Revver's help to sort out the stuff we don't care about. Then communities can form around interest area- artistic, weird, funny, etc. And none of us have to sort through someone's home movies of a trip to the Jersey Shore to find some hysterical viral video.
- Tap the Revverbites. We can tell you what we want. For example, how cool would an feauture be: "people who liked this crappy Nalts video also liked x." Obviously you need log-in and personalization to facilitate that. But that will give you knowledge of who your Revver regulars are, what they like, and how you can serve them better.
- Test the new user interface with people that you know visit Revver daily (based on log-in data). We'll tell you what we love and what's missing. You can do this for cheap. For a site I'm launching (for the day job) we just spent 2 weeks and about $15K to conduct in-depth interviews with target users. We were amazed by the insights we got, and the site will be much better as a result.

Again I'll maintain that Revver will win if it can combine this pay-for-content model with a decent way of serving the video content. It's not enough to allow someone to post and tag a video, and let other websites worry about serving the videos to the public. The reason there are virtually no news articles about Revver is not just because PR appears dark. It's because a visit to Revver doesn't blow someone away- I'll bet hundreds of reports have visited Revver and decided it's not worth mentioning, because they fail to appreciate the unique business model. And why should they write about a video site that has such little traffic? It's not a story. Some quick fixes will give Revver broad appeal.

Again- follow some of this advice, and you'll have:
a) Satisfied Revver regulars
b) Significantly more traffic
c) More media, which will result in...
d) More traffic
e) The result? More cash for Revver's investors and content contributors


At 4/22/2006 10:26 AM, Anonymous rob said...

As usual.. All great points. Trust me when I say that I think where we are going with our site, etc. will appease all of these.

At 4/22/2006 10:28 AM, Blogger Nalts said...

Not that you asked, but there was a reason I a picture of Crossfire's Tucker Carlson for a post called "Suddenly Revver Sucks." It was because his photo is featured on the second page of the Google images search results for the keyword "sucks." I would guess his cat fight with John Stewart (Daily Show) had something to do with that.

At 4/22/2006 10:29 AM, Blogger Nalts said...

Have you ever noticed that Revver people do their most blogging and e-mails at night and weekends? I swear it's like they have day jobs. Rob- thanks for addressing these. What can we do to help besides sitting around bloggin' about it?

At 4/22/2006 12:11 PM, Anonymous rob said...

1 word.

At 4/22/2006 2:25 PM, Blogger Marquisdejolie said...


A funny thing happened to me on the way to the forum: I got lost in the marketplace and . . . come to think of it, it's not that funny.

At 4/22/2006 4:48 PM, Anonymous AquaDad said...

Forum -- that's two words. I use them when my wife asks me "Who are those for?" and I say, "For, um..." and I usually don't get further than that because I can't remember what I was doing in the first place.

(weak sense of humor, another reason AquaDad must remain at the dayjob)

At 4/23/2006 11:37 AM, Anonymous Anonymous said...

Nalts, would you be my manager? You are wasting your time pushing Xanax. ;-) You need to be made Chief Revver Guru (and FATLY compensated by them)...or help me take the red chair to the next level. ;-)
Love, Michael Eisner


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