Tuesday, 6 August 2013

Jessica: 'My experience as an apprentice at FW!'

Nat + Rob: If you're a client of ours or work with us on projects in any other capacity then you'll likely know Jess, our apprentice of 6 months. Jess works on all manor of assignments and projects at FW - from office administration and production coordination to editing and assisting on shoots. We asked her to write a blog post about what it has been like for her working as part of the FW team for the last 1/2 year and you can read her post below. It makes for interesting reading, especially if you're considering becoming an apprentice or if you're a company considering taking an apprentice on. From FLETCHERWILSON's point of view we're really enjoying having an enthusiastic, conscientious and hard working apprentice as part of the FW team and would recommend apprenticeships to other companies that could benefit from all than an enthusiastic person, who is ready to learn, can bring. Thanks for being part of the team Jess.


Jess: Leaving school half way through my second year of Sixth Form wasn't an easy decision. I wasn't just leaving my friends behind, I was solidifying the decision I'd made that university wasn't the route I wanted to take – at least not at this point in my life. I’d already left Sixth Form after the first year and come back again so I needed to really make sure this time that leaving was a risk I wanted to take. So what was I going to do instead? At first I wasn't really sure. I knew I wanted to start earning my own wage and I knew I wanted to gain experiences that weren't limited to ones I'd already come across in education. Getting a job would allow me to do both of these things. So, the answer was easy right?

Well although getting a job may have seemed like my only option, no matter how many times you're told it's a tough climate and there literally is just a lack of jobs, you never imagine how true this is until you start looking for one. The GCSE grades I had were good and so were the three AS Levels I had gotten during my time at Sixth Form, but the only experience I had working was two weeks at a nursery on work placement at school. Seen as I thought I wanted to go into the media industry I was right to think that stopping kids running their trucks through their lunch wasn't going to be particularly helpful. I did fairly well at school and I wasn't used to feeling like I wasn't quite good enough, I always tried my hardest and got by. I got a lot of rejection and that was hard to deal with.

After a few days of feeling sorry for myself I decided I needed to be more proactive about getting myself out there, and then I recalled a conversation I’d had years ago with a teacher about apprenticeships. Now, I don’t know about other schools but aside from this conversation I barely remembered having in class years prior, getting onto an apprenticeship was not an option that was widely advertised for us. With an apprenticeship you gain experience in a field of your choice in a real work environment, an actual qualification and you’re earning your own money. I’d love for apprenticeships to be more widely spoke of so people my age know they've got more than one option. 

In any case, I got onto the Apprenticeships website and searched for places in media production companies. I managed to get an interview with an apprenticeship provider almost straight away and I already felt so much better. I did well at the interview and they said they’d find me some companies to interview for. I got home and within two days I had another interview, this time with a media production company. I did some brief research on the company, travelled to Stratford, went to the interview and within two hours of getting home I was offered the placement! I was so relieved and excited to start my new job, so of course, I accepted. The following Monday I showed up at FLETCHERWILSON ready to start my first day at work.

I don’t think I could have asked for a better company to be placed with. The guys I work for and everyone I've met since being here have been understanding, helpful and eager to teach me new things. But that’s not to say I haven’t found it difficult. Coming to work every day when most of my peers were still back at school was hard and I never thought I’d say it but, I really did miss being at school. I didn't have that much confidence and as silly as it sounds I even had trouble answering the phones at first. Starting work enabled me to do a lot of growing up that I didn't know I had to do. My confidence has grown so much and I've learnt such a lot about myself. Aside from all the personal ways I feel I have developed, I've also gained a lot of knowledge and new skills. One thing I like most about working here is the versatility. I've been out helping on shoots, operated auto-cue, booked crew and kit, handled a job with a client and so much more. Aside from these things I spend most of my time in the office, acting as receptionist and doing little jobs as and when they are needed. My qualification is in Business Administration (so we have to stick some slightly more boring stuff in there too.) Although, don’t ask me to do double sided printing… - ask Rob about that one! At times I've been given responsibilities that I didn't think I could handle but I felt that I've always overcome my fears and tried my best (but again, you’d have to see what Rob and Nat though about that one!).

I’m about half way through my apprenticeship now and really feel I have gained a true insight into what it would be like to work in this sector in the future. I'm not really sure what specific area interests me yet. I’ve been having a go at editing and I’ll be doing more of that and hopefully in the next few months I’ll experience going out on more shoots and get some more experience with operating a camera.

I wanted to write this post for several reasons but mainly to give some insight about my experience as a school leaver and as an apprentice to other people my age. I know there are bound to be loads of people out there, around my age, that are feeling lost and at a loose end. This really was the best thing I could have done, not only in terms of my career, but in terms of what was good for me personally. There are a lot of opportunities available to young people, so don’t think you have to go to university or study A Levels if that’s not for you. As long as you’re willing to work hard and go out of your comfort zone you really can achieve anything!

Finally I want to thank Rob and Nat for putting up with me! I’ve had my moments but I’m not all bad really. I look forward to what the next sixth months has in store for me and I’m ready to see what else I can accomplish. Whatever happens I know I can look back on this whole experience and say I'm glad I got onto an apprenticeship and I’m proud to have worked for FLETCHERWILSON.

Friday, 2 August 2013

Do you know the top 3 qualities of a successful viral video?

The likelihood of a video on the internet becoming viral seems to be startlingly unpredictable. Nonetheless, there are certain trends that seem to be evident across many of the videos that make it virally. We've been conducting research into which qualities a viral film should have in order to maximise it's chances of being a viral success and our results are detailed in this post.

We started by looking at the most popular videos on YouTube as defined by YouTube's own ranking system, based on video views. Our research is based on YouTube ranking as of 16-17/7/2013



The first thing that we noticed was the prevalence of music videos. Of the top 30 most viewed videos on YouTube, 29 of them are music videos (16/7/2013). The video with the most hits is familiar to many people - Gangnam Style by Psy with 1,746,473,928 views to date. Whilst we're not anti music videos, we're more interested in the visual and intellectual content that makes a video popular and for this reason we've excluded music videos from our research.
Once you remove the music category, YouTube have 14 official categories of video remaining:
  1. Cars & Vehicles 
  2. Comedy 
  3. Education 
  4. Entertainment 
  5. Film & Animation 
  6. Gaming 
  7. Howto & Style 
  8. News & Politics 
  9. Non-profits & Activism 
  10. People & Blogs 
  11. Pets & Animals 
  12. Science & Technology 
  13. Sport 
  14. Travel & Events

We took the top 350 videos on YouTube that are not music videos and ordered them by views. When we'd done that we stripped out all but the top 100 and placed them into the YouTube categories.

When organised by the number of videos featuring in the top 100 list, the categories look like this:




























It's probably not a surprise that the top two categories that YouTube define are 'Entertainment' followed by 'Comedy'. Both categories are universally appealing and also unhelpfully broad.

With all the music videos removed from the top 100 YouTube videos of all time the list becomes more interesting. The most viewed video on YouTube of all time is one which many people are familiar with - 'Charlie Bit My Finger - Again' with 531,821,006 views.

Are you familiar with the 3rd most popular video on YouTube of all time - 'Thigh Massage Video' ? For people who might be a bit scared to follow the link, the video is a purely educational video, and not of exceptional quality either. We're not sure why this video has so many hits - at it's peak in mid 2011 the video was being watched over 600,000 times a day. If you can shed any light on this, get in touch and let us know.


Given that the categories of video as defined by YouTube are very broad, and given that we are more interested in the emotional and intellectual drivers for video popularity, we've created our own categories. We've focussed less on the specific physical content and more on the qualities of the video, the reasons someone might like or dislike it. Unlike the YouTube categories we've also allowed videos to fall into more than one category.


Here are our categories:
  • Amazing / Incredible - 'That is truly fantastic!' 
  • Cute 
  • Educational 
  • Famous Talent - Features famous people with lots of followers 
  • Funny 
  • Inspiring - 'Changes my thinking (and probably makes me want to cry)' 
  • Moving - 'Makes me want to cry' 
  • Rude / Outrageous - Gritted teeth / cringing / 'How could they do that!' 
  • Sexy - Overtly titillating or sexual content 
  • Topical / Referential - refers to current events or plays on a meme 
  • Weird / Bizarre - 'I can't believe that's possible - how could that happen?'



We took the top 30 most viewed films of all time from YouTube and studied them to determine which of the categories we'd identified each video fell into. Each video could fall into as many categories as was appropriate.


Next we took a random selection of 30 videos from YouTube and performed the same analysis, determining which categories they fell into.
Here are the results:



Here are the results for the random 30 YouTube videos presented on their own and ordered by most to least common qualities that the videos had:





CONCLUSIONS


If you want to have viral success, making something that is funny and weird and includes famous people is a great place to start. If you can't get all of that then go for funny as it's far and away the most common quality that the most viewed videos on YouTube demonstrate.


The 'average' video on YouTube is categorised as 'educational' - most often a tutorial video. If you make a video that falls into this category it is going to have a lot of competition in the viral stakes and may struggle to get noticed. Educational qualities don't feature highly in the most successful viral videos.


If you want to see the data we collected, including all 350 top non-music video YouTube videos, you can find our data here.