Is there space for yet another smartphone video production tool? You’d be forgiven for thinking that the market’s getting a tad overcrowded: Vine has successfully produced a string of video stars, Periscope and Meerkat are slugging it out in the video livestreaming corner, and Instagram is working on a new video content feature. However, Gary Krieg, head of production with the major NY advertising agency Wieden + Kennedy, thinks his new mobile video app Hykoo could be about to seize a hitherto unclaimed part of the market: video production for people who don’t want to stand in front of the camera.
If you just want to share a moment you’re enjoying with friends without having to check that your hair isn’t sticking up or you haven’t left a daub of ketchup in the corner of your mouth, Hykoo could be the app for you.
Here’s what Krieg told TechCrunch journalist Anthony Ha this week:
“There’s a new creative class of people enabled by Instagram, but they haven’t quite seen the same adoption in video space.
“Vine has been amazing for people that want to be in front of the camera, and there’s also stop motion, but the rest of us didn’t quite know what to do with it. … We want to convert the Instagram photographers into Hykoo videographer.”
If you’re wondering if there’s any connection between Hykoo and those short, three-line Japanese Haiku poems, you’d be right: Hykoo is a kind of video version, consisting of three short clips instead of three short written lines. The first two last three seconds, while the final one lasts six. Once they’ve been recorded, users add a simple text message to each clip; this appears briefly on top of the images (there’s also a video filter function).
The three short sequences format is designed to create a little narrative, like a fabulous meal you’re about to savour where you simply capture the appetiser, main and dessert on video to make your friends salivate.
As to the text overlays, Krieg says that much of the content we make and share comes with a context that lives outside the image itself. The text message restores the context in written form.
This little idea might just make it big.