Viral Videos, Social Media & YouTube Marketing – Game Changing Potential & 29,000 Competitors

Posted: May 21, 2009 in Business, Social Media
Tags: , , , , , , , , , ,

Kyle Lacy recently posted 29,000 Reasons To Use Video for Social Media Marketing stating:

According to Mashable there are 20 hours of video uploaded every minute to Youtube.

Hold on one second..  Let me rephrase that for you.

Approximately 29,000 hours of online video content are uploaded to YouTube every.. single.. day.

This rising trend in uploading of video content is showing a transition with how people are communicating. We are demanding more visually stimulating information other than the blog posts, twitter tweets, and facebook messages.  The truth of the matter is this…

You are not going to be uploading video to YouTube in hopes of people searching for and finding the content inside of the site… You are going to be uploading the content to YouTube in order to broadcast it on other communication mediums (FacebookTwitter, LinkedIN,Myspace, and more importantly.. your website).

So what is the best way for a business to use online video? There are two steps:

1. Find a video production company that can help with filming your video or buy a Flip Cam and record it yourself.

2. Call your best clients and ask them if you can feature them on your website.

Get your clients excited about becoming referral sources for your business and use video to push that message.  We are stimulated by the visual representation of the emotion WE want to feel.. Give your potential clients that feeling.

While I agree that video is an enticing and potential game-changing tactic, one must realize that 29,000 hours of daily new youtube footage implies that same degree of competition – 29,000 others fighting you for the same audience and limited attention.

Video really encapsulates the essence of social media in that you can market with reality. Audio/visual stimuli will always evoke more of a reaction than text based campaigns, more so than marketing endeavors that utilize other social platforms like twitter or reaching out to bloggers. There’s something inherently different about video – which is why everyone feels the need to create and propagate interesting and relevant videos – making the viral phenom what it is.

The 2 questions one must ask themselves before jumping on the youtube bandwagon and hoping for the best:

  1. Does your brand lend itself to video?
  2. Do you have interesting, unique content that people will look for and want to disseminate and share.

Not every Brand is well suited for Youtube. I can’t offer unilateral guidelines on what makes social videos work for one brand as opposed to another. Maybe it has to do with target audiences & demographics, maybe it’s about industry, both those concepts being related of course.

And as for content. Don’t waste your time creating, editing, posting, and trying to circulate material that people have seen; that doesn’t offer either education or entertainment. The concept – the content – must precede the “Let’s do something on Youtube” It’s all to tempting to observe your competitors success with video content and say – let’s do that – and create something that lacks creativity and innovation and try to force feed it to the public. All they’ll see is desperation.

Note: Shameless Selfpromotion Upcoming.

If you guys like my blog – Please Nominate Me For “Best up-and-coming PR blog” – Arik Hanson’s First annual PR “Reader’s Choice” Blog Awards:

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