Today, quality video content spreads across the Internet at a rate that we have never experienced before, largely due to the explosive and consistent growth of modern media sites and social media participation. This growth has major implications for marketers who cannot afford to ignore this trend. Sharing opinions about social issues, brands and product reviews can drive marketing messages. Content is user generated and generally considered to be more ‘trustworthy’ than the ‘company line’ portrayed in advertisements. So, does that mean you can to sit back, relax and not get involved in your online community or messaging? The answer is an emphatic NO!
The subscriber-centric nature of social media sites forms the basis of your crowd, or your followers/friends. Expand your reach by consistently growing your base. This is an ongoing effort and should not be neglected. Find people, groups or networks with similar interest and actively engage with them, encourage two-way conversations. Sharing and commenting on their videos will lead to them sharing and commenting on yours. This is time consuming, but very effective.
Always build, enhance and protect your online identity. Be diligent and create your own online brand, and by doing so you will saturate the search engines (stick to SEO best practices) with a consistent message, the same look-and-feel and create links back to your site. All your videos have to engage the viewer and contain elements like humor, relevant information, be entertaining and/or a combination of all of the above. All videos must be tagged with relevant keywords, descriptions and include (when relevant)—a call to action. Remember to do this in accordance to the criteria as defined by the social video sites that you subscribe to (and there are many—all with different rules!)
Clearly identify your target audience so that when a timely and valuable video message is sent, it has the best chance to spread throughout your community—aka your target audience. So, how does a video go viral and what is the value to the online marketer? 1) Your topic must tweak the interest of your target audience and encourage two-way dialogue 2) Use the right tools to distribute your video and make sure to engage in conversations about your video on blogs, Twitter, FaceBook or ‘old fashion’ direct e-mail conversations (we don’t expect you to pick up the phone, but that still works!) 3) Analyze and track EVERYTHING you do online. The tools are available; there is no reason not to use them.
Emerging as a leader in the modern media and social media environments requires preparation (a plan), implementation of your plan, interaction with your community and measuring your success. Modern Media techniques change rapidly and a major advantage is that you can adjust your plan instantaneously and change direction on-the-fly. Don’t be left behind, seek help if necessary.