Video has been an important part of marketing for as long as television technology has existed. The rise of TV and TV advertising in the 20th century saw companies compete to create the most memorable, interesting and visually appealing adverts for their products, and now some TV commercials (for example many of Chanel’s campaigns) have the same kind of budget as the prime time shows they sit in between. However, with so much video now watched on the internet, it is now possible for those who don’t have the money to advertise on TV to run video campaigns, and it is also possible to combine this approach with social media to target audiences in a way that television never made possible.
Has the Viral Concept Reached Critical Mass?
A few years ago, we were introduced to the concept of viral marketing. As you are probably aware, a viral video is one that gets shared by lots of people all over the internet and basically becomes part of popular culture – at least for a few weeks. Most internet savvy people will have seen famous viral videos like Evolution of Dance or that fat kid pretending to be a Jedi, and businesses wanted to get in on this by creating adverts that were amusing or weird enough to create a viral response.
However, this was a good few years ago, and now we are at the point where there is so much video on the web and so many things being constantly shared that the odds of a given video, whether it is a commercial or something fun someone has made for no other reason than to get it seen, are slimmer than ever. You may think this makes it harder to get into video marketing and have a successful impact as a small business, but actually it isn’t, you just need to have a good strategy for targeting your film to the right people.
YouTube Marketing with a Small Budget
The beauty of YouTube is that anything you post doesn’t have to have the production values of a true commercial. It just has to have valuable content for your user base. It could be valuable because it’s funny, because it presents a solution to a problem, or because it is relevant to certain interests, and any of those things can be done with just a person talking to a camera if that’s all you have to work with. As with anything on the internet, the first rule is that content is king, so to get started, plan a video that offers something your target market will get something out of.
Once you have your video, you need to start promoting it to the right people. You essentially do this in the same way you would promote other content, like blog posts or new product announcements. Using things like Twitter and your Facebook page to make your immediate contacts aware of the video will, if the content is good, hopefully encourage them to share within their own networks and help your video make its way out into the world. Because you will usually have people within your industry or customer demographic as your usual social media contacts, you are pushing the content to the very people you designed it to appeal to, and of course, these people are all likely to know others with similar interests or needs.
YouTube videos can also be embedded on your own website, or in emails you send out to your mailing lists, so you can even make an email video newsletter. Once you have a few videos, it may also be worth setting up a YouTube channel for your business that people can subscribe to.This post is written by Phil Raymonds, an online marketing professional who enjoys sharing his opinions and ideas through blogs. Travelling and photography are a few of his favorite things to do.