In the January/February edition of Business 2.0, Om Malik talks with Mark Hall, former executive with RealNetworks, about aggregating content, content packaging, and the ample opportunity that exists to help people find stuff online.
Malik gets into what Hall is calling “Hyperaggregation” where people are starting to take hard-to-find, lost-in-the-noise content from places like YouTube and re-packaging it into easy, niche oriented, low noise “channels” for people to glom onto.
Searching on YouTube is totally useless. If you’ve tried it, you know.
Unless you want to see something that was voted to the front page, which is likely the most useless videos on the network, and you don’t know how to drill down with their search feature, YouTube is useless for people with average surfing skills as a tool to find exactly what they want.
Enter hyperaggregation.
Here is an example from Hall’s own brainchild:Â VodPod.
I checked it out this morning, added all my videos from YouTube, and basically created a “channel” for people to watch with nothing other than marketing videos.
Think Squidoo for video.
Also think about how you can take a niche topic and use content already available (video) and repackage it on a “boutique” style site to bring out the content that people are trying unsuccessfully to find on the big monster sites with nothing but silly videos bubbling to the top.
Sample Hyperaggregators:Â (Big scale)