The Unboxed app let’s users scroll down from the video to see buying options.įeng has long been enamored of interactive video. “They have video content that drives users to pick up the phone and call in.” “The best, most successful example of interactive video is QVC,” says Feng.
Feng is obsessed with updating that successful formula for the geriatric segment into something that will grab the attention of millennials addicted to unboxing videos. Curators will pick videos (their own or others’) and host live chat with viewers as they play, mimicking the effect of watching and calling into the Home Shopping Network or QVC. Instead of reshooting the scene, Nether simply superimposed the text “WTF AUDIO?” over the segment An Online QVCįeng has recruited a bunch of unboxers, including Evans, Nether, and TechMe0ut as curators to turns evergreen content like product reviews into six hours per day of “live” programming. In it, the audio volume inexplicably drops for a few seconds. One of Feng’s favorites is a recent tutorial on smart-home devices such as the Nest thermostat. His videos feature chill background music and plentiful onscreen graphics, but they don’t go overboard on polish. More laid back is Kevin Nether, aka Kevin the Tech Ninja (about 158,000 subscribers). Production value has also gone way up, too, but the style is still chatty and occasionally silly.
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Evans has clear skin, a better haircut, and has been flown out to Shanghai by Microsoft to preview its new Surface Pro tablet/laptop. Scrawny, with wireframe glasses, spiky hair, and a splash of acne, the young Evans performs funny tests, like seeing which phone can open up and play Angry Birds faster (the iPhone) or capture better slow-mo video of him and his friend jumping around in a park (iPhone again).įast-forward to last May. A 2014 video, with 5.7 million views, features unscientific tests between the iPhone 6 and Samsung Galaxy S5 smartphones. Evans, for instance, became famous with his funny, fast-talking excitement.
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“Unboxers have really cracked the format of content that’s both super engaging and entertaining but also informative,” says Feng. They asked for themed segments, and she obliged, starting with one about Amazon deals under $100. For her channel, TechMe0ut asked viewers what style videos they would like to see in the future. YouTubers often cultivate relationships with fans. They are slick and informative, but not surprising or very engaging.
I’m not sure what Michael Bay-grade product reviews Feng has been watching, but videos by now-establishment sites like CNet and Engadget have progressed to high production values that may seem formulaic.