That Facebook is no longer just a way for college students to list their favorite bands is not news to anyone. Businesspeople, politicians, corporations, and civic organizations are setting up profiles and using them as important parts of their marketing and networking campaigns. Likewise, it's hard not to notice how those same individuals, companies, and organizations are deploying online video as a means of disseminating information, whether it's a how-to video, a corporate address, a campaign speech, or a Sunday sermon. It's rare to see a large company or political candidate without some sort of online multimedia package, whether it's on YouTube, Vimeo, or a service hosted on the site itself. Dyyno, a Palo Alto, Calif.-based video distribution company, is looking to capitalize on these trends with a new Facebook app designed to integrate a user's online broadcasting efforts into a Facebook profile.
"What we've done is take that high-quality video distribution platform, and we've made it seamlessly integrated into the Facebook world," says CEO, president, and chairman Raj Jaswa. Video on Facebook is certainly nothing new-users have been able to post video to the site directly for years, and links and embedded videos have become commonplace. Dyyno's strategy is not to offer a unique service-instead, the company aims to make an existing service better and easier.
"In contrast to applications like YouTube, which is 99% VOD or Ustream, which is live with a little bit of VOD, Dyyno provides live, streaming from the cloud, which is something no one else provides, and video on demand," says Vamshi Sriperumbudur, Dyyno's head of marketing.
The cloud streaming capability, Sriperumbudur says, eliminates the bandwidth and server costs of hosting a video platform, and any videos streamed live over the web can immediately be viewed on demand at the user's channel. Jaswa says Dyyno is taking off with faith-based communities in particular because it is easy to live-stream a service and store the video online for later consumption. Instead of having to use multiple services, both functions can be achieved through Dyyno.
Also, instead of the one-size-fits-all approach at YouTube, Dyyno users can upload videos of any length and any quality, up to 1080p resolution, equivalent to that found on Blu-ray. Dyyno users upload their videos to a "channel," much like on YouTube, where they can either be viewed directly or linked, embedded, or broadcast somewhere else. Like the videos themselves, Dyyno offers a variety of user options, beginning with the free Personal Channel and working up through several stages to the Broadcast Station package, a $1,000 per month service that offers 1,000GB of storage, advertising revenue sharing, and the ability to broadcast multiple streams simultaneously.
Now those services are available directly from Facebook. By downloading the Dyyno app, users can manage their content and view those videos without leaving Facebook itself. Out of 100,000 Dyyno viewers, 400 took part in the beta test, including Damon Dunn, the Republican nominee for California Secretary of State.
In 2008, more people watched the pro-Obama "Yes We Can" music video on YouTube than voted for the candidate in California, New York, Florida, and Illinois combined. Since then, political candidates have flocked to online video as a campaign tool, and Dunn, whose Facebook page now includes video of a few stump speeches and interactions with voters, at a quality and length unavailable on YouTube. The Facebook app also connects to the "Like" and "Share" buttons on the site, which increases the probability that the video will be seen.
Dyyno hopes that the app will not only bring existing users to a new platform, but that the increased visibility that comes with Facebook will bring in a new wave of users. "We hope to have lots of Facebook users start their Dyyno channels and use Facebook Connect in order to have a common registration between Facebook and Dyyno and to make video a part of Facebook life," Sriperumbudur says.