January 28, 2011
This week, YouTube reported the acquisition of movie recommendation engine, fflick, a service that streamed film mentions from Twitter to show users their friends’ tweeted reviews, as well as an indication of the sentiment around the film.
Whilst there’s not enough information, at the moment, to see how this acquisition will pan out; it is clear that the trend to integrate consumer sentiment and recommendation is still going strong. We’ll keep you updated with what’s going on.
Whilst details about how fflick will work with YouTube are still unconfirmed, the YouTube blog hints at the potential for using this technology to integrate YouTube videos with the comments posted on other social platforms –
“We’ve always believed that there are great conversations happening all the time off of YouTube.com, and that commentary has the potential to enrich your experience when watching and discovering video on YouTube itself.”
– a move which could have some pretty big implications for brands.
- Online conversations may no longer be restricted to the platforms on which they take place. This means that someone does not to be Twitter user to be influenced by a Tweet.
- Negativity or positivity related to video footage is likely to be amplified as the commentary will be amalgamated rather than thinly spread across audiences.
- YouTube would become more social with an increase in dialogue and active conversation. This would make monitoring YouTube conversations increasingly important for brands.
- If content is streamed onto brand-owned YouTube pages, there could be a potential risk under the new CAP code relating to user generated content appearing on branded social.
Whilst there’s not enough information, at the moment, to see how this acquisition will pan out; it is clear that the trend to integrate consumer sentiment and recommendation is still going strong. We’ll keep you updated with what’s going on.
© YouTube. Logo.
© fflick. Logo.