The fact we have Twitch for games videos but no equivalent for makeup videos tells us something about Silicon Valley.
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Replying to @benedictevans
We tried it at
@psl with a dozen content producers. Super high engagement but the streams were short. Hard to bootstrap; gamers will stream to an empty audience for a long time, but for the makeup folks, streaming to an empty room competed with their existing revenue stream.1 reply 0 retweets 9 likes -
They also wanted to do a lot more interactive back and forth based on the chat, and stream lag made this a less optimal experience on turnkey streaming platforms like ustream. Surmountable, but that much more effort to get something off the ground.
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Another issue was that makeup streams largely fall in 1 of 2 categories. 1) instructional videos that turn 60 min into 10 with great editing. Instructional, short, and awesome on-demand. Didn’t suit well to long live streams.
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2) Vlogs that were largely about the persona & treating them like celebrity. Makeup was mostly a prop. They could do this on any platform, so the one with the most audience (YT) is optimal. There was also less cross-pollination of fans, decreasing the value of dedicated platform.
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I'm curious about what you mean by less cross-pollination of fans.. A viewer of one makeup artist was less likely to be watching another makeup artists content? Or something else...
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