Extending Your Message with Online Video
If it seems like online video is invading your digital space lately, that’s because it is! According to Pew Research, more than 57% of internet users regularly watch online videos, and some of the more popular videos are seen by millions of us each day. Online video can be an incredible vehicle to engage your audience and deliver your brand message – if it’s done properly.
Before jumping into video as a marketing tool, it’s important to start with a set of end-goals. So before you break out the camera, be sure to answer these questions:
Who is the audience for your videos?
Perhaps your audience isn’t your whole target demo, but a particular segment of it. Just as with any form of marketing, these videos might appeal more to a certain age group or gender. Maybe you want to focus on reaching moms or college students, which would be a younger demographic. Whatever target you choose, make sure the video subject speaks to them, their likes and their dislikes.
What messages do you want your videos to convey? Are you educating or entertaining?
This step concerns the content and production of the video. Do you want it to be a how-to or more entertainment focused? Do you have an expert that you want in the video? Maybe you have hired actors or are using friends to participate. If you are creating an educational video, you want it to be real. For example, don’t have an actor playing a physician or healthcare professional; and go for the best professional you can afford to offer the most credibility to your messages. (This is pretty much the same as for picking a spokesperson for any aspect of a PR campaign). If you want viral spread and entertainment value, production quality is less important. Bottom line, make sure before you hit “Record” that you know what you want your video to look like and what you want it to convey.
Will your content facilitate sharing and discussion?
All videos that live online should facilitate sharing, discussion, or some other form of social engagement. Remember, for online video campaigns to be successful, they need to spark the conversation!
Where would you like your videos to live online?
YouTube is a wonderful place to start, but there are a number of other options that you may want to explore. Do you want your videos to live on your main Web site? Do you want your video to live in a branded video player and be available for others to post? Maybe e-mail sharing is the best way to go. Again, this decision will be answered by your audience and your content.
What promotional tactics will you use to create awareness of the videos?
As soon as you upload your video to the public or begin to share it with your target audience, you have started your promotion. This step refers more to additional promotion that you might consider. For example, one method might be to e-mail your base audience (brand ambassadors) and encourage them (in some way) to share your video. You can also share videos through Facebook, MySpace, or virtually any social network blog or forum. This leads us to the final step, which is tracking.
What kind of tracking methods will you use?
Determining what the goals of the video campaign will help you determine the metrics that you want to use in tracking. If your goal is to just spread awareness, then the metric of views is the most important. If your video has a specific call to action, such as visiting your Web site, then that is what you should track.
From setting up the content, to the delivery of the video to the tracking of the campaign, it is important to decide on your goals and who the target audience is and adjust your campaign to not only reach your audience but make them glad that you did.
For more information about how Chatter can help you with your online video campaign, contact our new Director of Social Media, Christian Brucculeri, at 914-241-0086 ext. 31 or e-mail him at cbrucculeri@robinleedyassociates.com.