Sad but true, Viddy is shutting down come December as they come to terms with their failure to gain traction.
So how did this happen? Apparently they walked away from a US$100 million offer from Twitter in 2013 and things turned from bad to worst when their CEO was fired because of this.
Since then, the slide in its 30 million users has decimated its popularity.
For us at least, it’s the end of another great app for both iOS and Android. I think Viddy had a lot of promise and since it has been acquired by Fullscreen, a company that in the video advert business, things might turn around.
So What Else is there for Video?
Besides Instagram and Vine, the two heavy weights of the instant video industry, you still have Vimeo and YouTube.
Vine clone, Lightt is still around too, though its similarities to Vine might not get them noticed. What makes an app unique is the UX and the social connection. If you get to break those barriers, then people will use your app in social network post.
Western tech firms don’t innovate enough. They fail to understand that being a clone of something else like Vine or for that matter Instagram isn’t going gain them much followers. There are just too many of the same thing going on.
Innovate or Die
One of the video apps that have come out of China that would have easily thrashed the living daylights off the likes of Viddy and Lightt would be MeiPai, a video app from Xiamen Meitu Technology, an Internet Network company in China. They have broke new ground with a different model which makes the app easy to use while creating instant music videos based on templates you choose.
It has a nice touch but unfortunately it lacks global appeal. Content is mostly from China and even though there are some from outside of it, it’s predominantly Chinese. Menu and navigation is still in Chinese but an English version might be coming soon from the looks of the screen snapshot seen here.
Monetization is via MV templates where you can buy in-app. This one touch Music Video App is very easy to use. Take a clip of 15 seconds, choose your MV template and music. Everything is done for you. It has fewer steps in content creation than Kanvas app, another video content creation app that has some cool features but available only on iOS.
Kanvas App recently had their music feature pulled out from under them. They have for some time been using iTunes’ own music snippets as a way for people to add music to their videos. Naturally the music owners took a swipe at them, taking this feature down along the way.
MeiPai app gets away with this as it has created a list of free and royalty free music for you to use— sort of like what Google has done with Internet Web Fonts. It may not come from a brand name source but it sure feels and looks like it.
This is one app model that I want to see duplicated and it remains to be seen if someone out there has the right eye to see this potential.