12seconds.tv can be best described as the video version of Twitter. You have 12 seconds to describe what you’re doing, or, say, demonstrate how to open a pistachio nut by running over it with a car.
What’s it good for?
Quick, witty videos. Have you ever noticed that the crux of many popular YouTube videos lasts only a couple of seconds, while the surrounding three minutes is extremely boring? Well, in this respect, 12 seconds is a huge improvement for certain types of video. You cut straight to the important part. Also, just like everything these days, it will link to Twitter and Facebook.
Who could use it?
There are some interesting possibilities here. First, it’s an interesting tool in the context of identity management. You could give your blog, website, and twitter feed all a professional slant, while reserving your 12Seconds channel for interesting personal content. A few unobtrusive links between the two would allow followers in one network the chance to see your personal side without it being broadcast on the exact same wavelength as your professional communications. The platform is rather appropriate for the context – While it might take me an entire blog entry to describe an analytics package or a business tool, I can’t imagine needing any more than 12 seconds of video to convey the idea that I built a bonfire in my backyard that was visible from space.
Secondly, 12Seconds has some interesting implications as a method of driving traffic. If a 12 second video can be made to generate enough interest to stimulate a user to click through to a product site, a blog, or just another piece of content that continues to engage, that little clip is doing its job.
What are its Downsides?
Well, first of all, it’s in Beta, so in some ways it is too simple. For example, the video upload section states, “We accept many common file types”, while all I have been able to upload so far are WMVs and MOVs.
Second, you only have 12 seconds. So Total Eclipse of the Heart will just have to stay on YouTube for now. There are just certain types of content that you can’t develop much in 12 seconds. While you might be able to answer the question “Will it Blend?” in 12 seconds, you probably can’t really develop much of an answer for “How do I build a website?”. As a case in point, my fist attempt at using the platform was to try to string together some clips to show how I made rice krispy treats with my kids a few days ago. I will only say that it was fragmented beyond all hope.
Final Thoughts
The key takeaway on using 12Seconds is this: If something is the size of a chocolate chip, it’s not useful to make it taste like 17 different things. Short, sweet, and focused is the name of the game.