It's all about the longtail: how a Christmas parade goes a long way

In 2014 and 2015, The Bakersfield Californian was hired provide live video of the Bakersfield Christmas Parade. In years past, local television stations provided the coverage but when they wanted to be paid $20,000 to produce the event we stepped in and provided a low-cost solution. While, we estimated that about 1,500 people watched the parade coverage, which was webcast in English and Spanish, we saw significant reach after the live event. To me it's further proof that the power of live video is more in the workflow, the authenticity and the efficiency of the event and that often carries over into longtail views. In this instance, we were able to produce an entire video from the event, along with more than 100 smaller clips and Spanish-language clips for on-demand consumption.

We also saw strong video on demand numbers from the smaller and searchable clips.

And here's the parade in Spanish