The internet wants you
‘Digital television channels’ are a new concept for many of us,
THE final frontier for media specialists in the 21st century is arguably the vast expanse of online terrain.
Food stylist Claire Winstanley set up shop on YouTube in January. Her channel, Good Looking and Cooking ( GLAC), receives a few thousand views an episode.
While she is not in the same league as vlogger (video blogger) Caspar Lee (the British-born South African has more than 6.5 million YouTube subscribers) or others such as his sister, Theodora Lee, or Suzelle DIY – Winstanley is a welcome addition to a platform that can boast only a few successful South Africans.
Winstanley’s “digital television channel” is a new concept for many of us.
The 33-year-old, incidentally born in Durban but living in Cape Town, uploads videos every fortnight. It is consistent but it is also online, so you know when to expect new content, but you can also watch it whenever you like. There’s no quibble about it clashing with you favourite shows on the box.
In South Africa, where data can be a costly exercise, Winstanley points out that her show can be downloaded in free zones and watched at a more convenient time.
Winstanley’s endeavours are bolstered by the fact that she already has a reservoir of content. She is a seasoned “content editor”.
She coupled her media degree and chef ’s academy training to launch a food styling career that has seen her work on popular TV shows such as Expresso, a morning breakfast show on SABC3, and Hayden Quinn South Africa.
She explains: “I love TV, but I wanted to challenge myself. Digital, on-demand content is definitely the way forward.
“People are curating their own media offerings as opposed to just watching what is handed to them.
“With online, your target market finds you. It’s not like making a 13-part series and then putting it out there, there is the added advantage to being able to make an episode at a time and then see what happens. With each show, I receive detailed feedback.
“YouTube analytics is top notch and allows you to really get to know your viewer demographics. You can therefore tweak your show as you go along and essentially fine tune your brand.
“It’s early days, but it’s enthralling. Millennials, who move out of home perhaps to a new city for work, are not looking at cook books for dinner ideas. They’re often googling on their cellphones from grocery aisles.
“The content I’m creating is largely for the mobile user market.”
In terms of production, she could use an iPhone, but shooting with a professional cameraman ensures a much higher quality video, necessary for those device screens. Her work is also very intense.
“I am the content producer, the director, the writer… essentially one person running a network. It’s very time-consuming.”
Winstanley uses trailers on social media to direct traffic to her channel and knows she will only see ad revenue once her subscriber base is in the tens of thousands.
She also utilises keyword searches. Google “lasagne” and you’ll find her video showing you how to do it in a quick and easy way.
“How to”, is a YouTube speciality, says Teju Ajani, head of content partnership for YouTube sub-Saharan Africa.
“If you what to know how to do something, chances are you look it up on YouTube… how to kiss, how to make an origami bird. The picture is so powerful right now. Rather than being told how, people want to see and learn how.”
Ajani says they’re definitely targeting people with large archives to put out local content.
“This is a global platform with a global audience, so you have to be in the know. That content also must be relevant. There is certainly a gap in the market for South African content. We can take this even further and tell you for which markets in particular because the tools are that sophisticated.
“The SA teen market, for example, doesn’t have too many offerings.”
As an organisation, she says they want to be scalable and therefore provide information on how to set up, best practice, etc.
If you’re interesting, ie with about 10 000 subscribers, don’t be surprised if you hear from Ajani and are offered their support.
Google SA communications and public affairs head, Mich Atagana, says they’re keen on seeing expanding into Africa.
“We’d love to see people engaging an audience with African stories. Comedian Anne Kansiime, of Uganda, is a great example.
This is a space for young creatives to build their brands and businesses.
“Initiatives such as Project Isizwe allow free wi-fi and help bridge the digital divide.”
Atagana says to stand out online, you need a bit of luck and plenty of dedication.
Be regular. If you say you will post each Friday, do so. People will then know you are serious.
Be enticing. Give people something worth watching. Not too long and always accessible, talk to them.
It’s a misconception that you have to be granular. Just be you, do what you know and put all of yourself into it.