- 1. Creating a video is easy, and posting on YouTube is free.
Shoot the
video using a digital video camera and copy it to your computer. You can then
either upload the video to YouTube as is or edit it with software such as
iMovie or Windows Movie Maker to add titles and special effects. You might
shoot from different angles with one or more cameras and then piece together
the footage to create a unified final product. But remember, less is usually
more when it comes to special effects. When you’re ready to upload the video,
you just need to create a free YouTube account and follow the directions to add
the video.
- 2. Homemade is just fine.
You don’t need
to hire a professional. A homemade-quality video can work well and is sometimes
preferable. We’re bombarded with overproduced TV commercials all the time—so
often that we usually just turn off our minds when they come on. An authentic and
interesting video (rather than a slick and polished one) in which your
personality shines through
can make people notice. But plan ahead and shoot several
takes to get it right.
- 3. Your video should be no longer than three minutes (preferably shorter).
Think very
short. When people watch video, they have extremely short attention spans.
There are millions of videos on YouTube, and it’s very easy to click away from
yours. Although YouTube will accept videos shorter than 10 minutes (smaller
than 100 MB), try to make yours between thirty seconds and two minutes. If you
have more to say, consider creating a series of videos rather than making one
too long.
- 4. Make your description clear and specific.
A critical
component of your video will be its title—the name the world will associate
with your work—so think carefully about it. Make it descriptive and unique. To
best promote your video, create an accurate and interesting text blurb. Use
descriptive keywords and language that people will use when they search for
videos like yours. And use the correct categorizations on YouTube so people can
find it.
- 5. Don’t attempt “stealth” fake customer insertions.
Some companies
attempt sneaky stealth insertions of corporate-sponsored videos made to appear
consumer-generated. A typical case might feature happy twenty-somethings at a
party having fun while using products of a certain brand. The YouTube community
is remarkably skilled at ratting out inauthentic video, so this approach is
likely to backfire and cause harm to a brand. Remember, if your video is worth
watching, viewers won’t care that it was submitted by a company.
- 6. Consider inviting your customer communities to submit video.
One of the
most effective ways to use video to drive viral marketing is for companies to
develop a contest in which users submit their own video, which then is made
available for others to see. The best would-be directors are given prizes, and
their videos are usually showcased on the company site. In some cases, the
winning videos are also played on TV as “real” commercials. For example, more
than 100 people submitted videos for a Mentos contest seeking the best customer-created
videos of geysers made by combining the popular mints with Diet Coke.
- 7. Try a series of similar videos to build interest.
Sometimes a
series of videos, such as those from Blendtec, a small company that makes
household blenders, works well. Blendtec created a huge hit with their series
of YouTube videos called "Will It Blend?"
- 8. Tell everyone about your video!
When you upload your first few videos, you are likely to
hear a deafening silence. You’ll be waiting for comments, but none will come. You’ll
check your video statistics and be disappointed by the tiny number of viewers.
Don’t get discouraged—that’s normal! It takes time to build an audience. When
you’re just getting started, make sure people know it’s there and can find it.
Create links to your video from your home page, product pages, or online media
room. Mention your video in your email or off-line newsletters, and create
links to your video as part of your email signature and those of other people
in your organization.
- 9. Make sure bloggers know about the video.
Sending bloggers a link to the video or commenting on
other people’s blogs (and including a link to your video) is a good way to
build an audience. If you comment on blogs in the same space as yours, you
might be surprised at how quickly you will get viewers to your video. However,
when commenting on someone else’s blog real estate, make sure you’re on topic
and genuinely contributing to the conversation in addition to linking to your
video. Don’t just spam bloggers with your link without adding value.
Above all,
have fun! Don’t be afraid to go out there and experiment.
Video content
on the Web is still very new for marketers and communicators. But the potential
to deliver information to buyers in new and surprising ways is greater when you
use a new medium. And while your competition is still trying to figure out
“that blogging thing,” you can tap into the world of video and leave the
competition behind.
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