There are a whole host of articles this morning claiming that Samsung’s launch of Milk Video is going to take down YouTube. Seriously?
Milk Video is an ad-free app on Galaxy mobile phones that promises to bring users the best of viral and exclusive videos, using sources like Vice, Funny or Die, College Humor, and yes, YouTube.
So I ask you this question: Why is the media reporting that Milk Video is going to take on YouTube when it is clearly going to YouTube for content?
What Samsung and the media clearly do not understand is that aggregating videos in this way does not usurp what makes YouTube so fantastically popular. In today’s Internet, most users are savvy enough to be able to find the content they are most interested in. They don’t need a third party to tell them what is funny, interesting or important. They want to discover it themselves.
The Internet is not about “you” (companies); it’s about “me” (the viewer). That’s why we have kitten videos, Minecraft Quick Build Challenges and babies playing drums to Pantera. These vids did not become popular because they were forced out on people. They became popular because people discovered them, liked them and shared them with others.
At face value, this is more about what Samsung wants to push out than what their customers want. Ultimately, it is a sign of fundamental brand problem. Your brand is never about you. It’s about your customers. It is a reflection of who they are and aspire to be. Samsung is simply trying to solve a problem that does not exist.