YouTube is launching 100 online TV channels, featuring original content from partners such as the Wall Street Journal, Ashton Kutcher and Madonna. The goal is to create about 25 hours of original content a day, and yes, there are still only 24 hours in a day.
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Coca Cola - the number one brand in the world, according to Interbrand’s research, released last week its campaign for the 2012 Olympics.: move to the beat. Although Coke has always been a major sponsor of the Olympics, this is the first time they advertise that sponsorship by releasing a video, and creating an interactive element on Facebook.
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You might have noticed there are a number of web sites blacking themselves out today, trying to raise awareness for the potential impact of SOPA.
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TubeMogul has some interesting video stats which we discussed in this
blog post. These stats beg a bigger question: why are the majority of YouTube video’s attracting very little to no views? I think there are two kinds of reasons for this:
- Reasons related to the content of the video
- Reasons related to the optimization of the video
We addressed some of the content issues in this same post, in the assumption that your content adds value, and is structured correctly. If you are looking for some input on how to create good video content, we always recommend creating customer stories, expert interviews and how-to video’s. If what you are talking about is compelling enough, your content will be as well.
What a lot of people forget is there is more to making a video then actually creating it. You also need to promote it, so it can get found. Here are some tips to make sure you get the most mileage out of your YouTube video
- Branded YouTube channel: invest some time and effort in making it look good. It will be worth it
- Title: you will need to balance getting keywords in your title vs writing a title that still makes sense AND is compelling
- Descriptions: leverage them as much as you can. Embed your keywords, make sure you feature your speaker names in them, and put a clickable link within the first 20 words, assuming you want to drive traffic to your web site
- Tags: make sure your tags are relevant, as detailed as possible and consistent with each other. Use your top keywords, brand name, city and topic at a minimum
- Web Site: make sure that you embed your video on your web site, optimizing the landing page. We recommend uploading to your web site first before uploading to YouTube, so you can get mileage out of the back links
- Community: encourage community interaction by enabling ratings, using annotations, and referencing your other video’s in the responses you post to user comments, when relevant. This will help your video getting found by your target audience
As always, I’d love to hear your thoughts. Please feel free to share below.
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Getting your video to go viral is not an exact science, but it always revolves around content. Marketers who have had success with viral video usually have a solid content strategy, and an engaged social media community that was built over time that shares your content. In the case of a viral video, the content is thought provoking, and original. Carlsberg does just that with a Belgian TV spot – a market that is so saturated with home grown beer that you need to do something to stand out. To watch the video, click here.
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Video is a very powerful marketing tool for brand marketers: today’s consumer is very visually focused, so video can help you make your point very quickly. Chipotle recently produced this excellent video, which demonstrated their brand identity really well.
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We are about to embark on a project which involves creating a video that features 6 executives in 6 different cities around the world. The final product will be two sets of web video’s: one featuring highlights from the 6 different presentations, and the 6 individual presentations which run at about 2 minutes each.
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One of my big soapboxes at the moment is labeled “be positive”. Over the last few years, we have seen a lot of marketing that was based on fear. The kind that would get you to call xyz to prevent foreclosure, or the kind that would get you to hire a lawyer to go up against your bank that had just gone out of business, a hospital, an employer, an insurance company,
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Did you know that according to TubeMogul.com
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KLM has launched itself into some one-to-one marketing, using social media to track down passengers about to board one of their flights, and surprise them with little gifts. The gifts are personalized, based on the input they gathered through social media.
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