Of the three plus hours of video I shot during my last beach vacation,
there was exactly one moment -- hidden somewhere between the requisite
shots of an early morning shoreline and a rousing game of Trivial
Pursuit -- that I want to watch again: My friend Reid McDaniel, John Deere cap turned backwards, screaming the lyrics to
"Sweet Child of Mine" into a conch shell. Truly, a thing to be amazed
by.
Unfortunately, I've long since consigned the disk that holds
that performance to a shoebox. Because no matter how much I want to
share it, Reid's Axl-worthy opus is surrounded, literally, by hours of
superfluous footage. His three minute karaoke bit would be an instant
YouTube classic. But the ten minutes of sand and wind preceding it? Not
so much.
This is precisely the problem that a small, 25-person video-sharing company called Motionbox wants to help you solve.
"The
video sites are filled with very long, very boring clips that might
only have one interesting part in them," said Motionbox co-founder CEO Chris
O'Brien from his 10th floor office in Manhattan's financial district.
"You're not going to watch it all, and neither is anybody else."
Since the company's public launch last July, Motionbox has been helping
users not only upload their videos, but also trim them and share the
relevant segments with friends, family and the Web.
Part of this technology is "deep tagging," or applying labels to specific segments or chapters of a video. Once a video has been deep tagged, any user can navigate directly to those segments of the video[1], skipping the chaff to get to the wheat as it were.
Or, if a user prefers, they can simply drag a selection box across a video's segments (see picture, left) and crop the video down. Either way, the user can then share or embed the full clip, or just share and embed the segment they like.
As Motionbox co-founder and CMO Douglas Warshaw[2] tells it, "the container is absolutely irrelevant to you. You want to get to the good stuff, and the good stuff is defined by what you want to watch, it's not an aesthetic or normative value."
This approach to online video solves a problem that's familiar to anyone who's ventured into the dark continent beyond YouTube's "most viewed" category. The videos populating that "long tail" of content tend to depart from the edited, narrative style that makes longer professional videos (Daily Show clips, news reports) and snack-sized amateur videos (crazy dogs, morons) successful. Most of the time, unedited videos are just plain boring.
Beyond deep tagging and cropping, Motionbox's video player can also help users make better
decisions about what to watch.
The thumbnail version of the player (see photo, right) lets you preview a clip by "scrubbing" its timeline, potentially saving you the effort of actually watching the video to see if it's good.
These features apply the principles of the attention economy, in which Web users parcel out their precious time in the form of clicks, page views and time spent.[3]
(In the attention economy, the quality of your video watching experience is indirectly proportional to how difficult it is to watch the clip. This is one reason YouTube has been so successful -- videos are quick to load and there are no advertisements -- and also why pre-roll advertising tends to alienate users.)
On the surface, Motionbox's approach to video seems similar to the approach taken by editing site Jumpcut or Eyespot. All three sites are betting that, as consumers become savvy with online video tools, they'll move from sharing and commenting to splicing and dicing.
"But people who are trying to recreate the iMovie experience online are completely going down a rabbit hole," said Warshaw. According to him, Motionbox is aiming at a much broader audience that simply wants to see and share what's relevant to them.
Warshaw is hoping that Motionbox's simple tools will appeal to lay users who don't want power-editing features. "Some of these things, you have to take a class to figure out. I don't want to take that class," he said.
As Motionbox's traffic stats suggest, the site is still well below the average user's radar. But the company isn't relying on user-edited video alone. Currently Motionbox supports video-sharing for NBC's affiliate stations. Users can upload video through, say, NBC Channel 5 in Chicago and can tag and view that video once it's approved by the station's staff. The video is also automatically added to Motionbox's servers, so the user gets the immediate benefit of interacting with the video at motionbox.com as well.
Motionbox execs are mum about future partnership specifics, but hint that they'll have something to announce in the next 60 to 90 days.
Among the types of partners they're looking at: Media companies and music labels, businesses that need to provide a place for fans to legally -- and easily -- upload videos of concerts and other public appearances. The label would provide the content, while Motionbox provides the video-sharing and editing technology, plus an online community.
"You're a media company," Warshaw said. "But I'm a mosh pit."
[1] Google Video also offers the ability to jump to a precise moment in a video. But Google's solution requires the user to type a timestamp into the video's URL. An engineer's solution to a lay user's problem.
[2] Warshaw looks like a more handsome John Turturro.
[3] Motionbox's technology potentially also addresses the problem of video
findability. Whereas searching for text on the Web is relatively easy,
a successful search for video requires that the video be tagged and
described appropriately. I discussed findability briefly in this post.