By Evan DeSimone
Paris-based online video platform Dailymotion is gearing up for the launch of Repost, its first major new feature since being acquired by media giant Vivendi earlier this year.
Repost is a new tool within the Dailymotion interface that allows users to share fully attributed versions of other creators videos on their channel. It’s a step toward making the video platform more actively engaging to fans by embracing the same sort of sharing functionality that has bolstered other digital platforms. Twitter has the retweet, Tubmlr has the reblog, and now Dailymotion will have the Repost, turning users from passive content consumers into active curators of content.
“Less than 1% of the people who watch content are uploading,” Dailymotion COO Martin Rogard told VideoInk. “This is a way to increase engagement, to engage the user. The video is on your own channel. You can share it like it is your own, but with attribution to the original content owner. That additional engagement is what we’re all seeking in this industry.”
While engagement is king in Rogard’s eyes, Repost will also fundamentally change the way Dailymotion content is discovered. Following a gradual transition away from the type of short-form content that sites like YouTube were built on, Dailymotion has embraced long-form and professional grade content which now constitutes approximately 70% of the video on the site. While long-form has advantages, it’s also a tough sell when it comes to shareabilty. Repost will allow users to clip portions of larger videos to share on social media, making it easier to stumble upon interesting Dailymotion content on other networks.
COO Martin Rogard Spoke to VideoInk about Dailymotion’s next step
Repost is also Dailymotion’s first major product release since it was officially acquired by Vivendi over the summer. However, it looks like we’ll have to wait a bit longer to find out what Dailymotion will look like as part of the Vivendi family.
“It has been really great, but the deal has only been signed for a few months,” Rogard said. “It’s still in the process of working with Vivendi, but they’re a group with tremendous assets. It’s a content organization, and as a media company its natural for us to integrate with Vivendi, but it’s too early to say how exactly we will.”
As for what role the new parent company played in shaping Repost, along with Dailymotion’s new direction, Rogard was cautious. “Repost was started more than a year ago so we were already deep in the process of creating this feature. Of course, they (Vivendi) have a lot of ideas about the group and the content. It’s too early to say. We want to communicate properly about the way they want to work with us.”
We also took advantage of our time with Rogard to get some perspective on the 10,000 pound YouTube gorilla in the room. The video giant rolled out its long-awaited subscription service yesterday, and competitors like Vimeo were eager to comment on why it won’t work. Dailymotion is playing it a bit more cool. “It’s too soon to say. We will watch very closely how it goes for YouTube,” Rogard told us.
While the exec was measured on YouTube’s next phase, he did point out something that we’ve all been thinking: “We still need some time to understand it” Rogard admitted. “In this case, it seems to be a bundle of a lot of different stuff. It’s little bit unclear what you get as a subscriber. It’s a blend of music and original content, with offline video, which we already have on Dailymotion. We are intrigued to see what all these features are as part of this new YouTube. It seems like their process was to bundle a bunch of different projects that YouTube was working on.”
Regardless of how YouTube shifts its game in the coming months, Dailymotion is charting a new course for itself. Like Vimeo, the streamer is doubling down on professional original content and leaving the user-generated clips behind. Tools like Repost will make Dailymotion one of the more interactive video platforms on the web, and a gradual integration with Vivendi will bring new ideas, as well as a host of new resources, into the fold.