This post is by Danny Groner, manager of blogger partnerships and outreach for Shutterstock
Did you see the recent interview President Obama did with comedian Zach Galifianakis? You probably did since it's been shared all over the place this week, everywhere from tech blogs to political sites. This video hits on all cylinders and, despite some blowback about the role and responsibility of a sitting U.S. President, it's been well-received by the public. But it's also a very important plug for the Healthcare.Gov website. In fact, by the middle of the first day of circulation, it was the leading source directing young people to go sign up for healthcare on the government website.
Not bad for a six-minute interview, eh?
Although your business may not have access to someone so prestigious to drive a video marketing effort like the White House administration did, you can still pack a punch. Good content will always win the day, and video adds another layer that draws people in and keeps them tuned in. If you have remarkably compelling content to show off, viewers will stick around to the end. They're even willing to be 'sold' on a product or a service, provided that it's central to the same mission of the video. Reel them in with something they'll love and subtly link it to what your company can offer them. Here are some tips to begin brainstorming how to get inside the video content space:
1. Be unique
So much content gets lost in the shuffle every day on the Web that if you release the best video out there it may not get much attention at all. That's a frustration that marketers must grapple with inside the busy Internet world. One way that is proven to get you noticed above others, though, is to make something people have never seen before. For instance, here's an Instagram campaign that Shutterstock assembled right around the release of "The Hunger Games." It was a time when many people were vying at once to grab the teenage audience, and this series delivered something they'd never seen before. Investigate and experiment with different platforms for both production and distribution efforts.
2. Make It Professional
This might seem like it goes without saying, but once a video is out there, it's outside your control. Viewers will decide, individually, then collectively, if they like it, and whether it passes muster. Give yourself the best chance of reaching the greatest number of folks by presenting them with a polished, complete project. Before posting the video, put it in front of unbiased employees at your company to get their impressions of it. Then tweak accordingly. You must take the editing process seriously – even for a funny or lighthearted video project – if you have any hope of a big splash landing.
3. Promote it Wherever Possible
One of the misconceptions about the Internet audience is that things will always rise to the top on their own. While the democratization of the Web can be your friend, you can do a fair amount through social media and promotion to awaken the crowd. If there are industry leaders you wish to reach, send them an email letting them know about the video. Leave it to them to determine if it's the right fit for them. Everyone loves a good video, but these gatekeepers have more influence over their audiences than you might think. If you prove yourself valuable to them, your hard work will pay off in clicks and potential customers.
And that should make you say Yes, We Can.
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