Before you get swept up in the glitz and glamour of all that YouTube has to offer, take a step back and think about whether or not video could be a viable and profitable avenue for marketing yourself or your business. Some businesses are just not cut out for video, and that’s OK.
Don’t pigeonhole yourself, either. Even if you sell enema kits to nursing homes and you think there is no way you can make an interesting video about your product, don’t be so quick to dismiss video. There is always an emotional component you can tap into—humor, sentimentality, intrigue—you just have to find and develop it. Video marketing can take many forms, including how-to videos, customer stories, product demonstrations, ideas for how to use your product in new ways, tips and tricks, etc.
The good news is that it doesn’t take much to create and post a video these days. Of course, you want the quality of your video to reflect your brand appropriately, so that means there are certain habits you should get into, like using a tripod, filming in a well-lit area, prioritizing clear audio, having no visual distractions in the background, and filming in landscape mode. You don’t need fancy equipment, though. Use your smartphone and a tripod and you’re off to a good start. Ideally you would want to have some sort of post-production video editing software or service to clean things up and add some branding, but that’s up to you. (Keep in mind that YouTube has a video editor of its own available for you to use.)
And even though YouTube is still the most popular video-sharing site, there are plenty of other video-hosting services out there. Personally, I like Vimeo, but that doesn’t have the same broad commercial appeal as YouTube, as it tends to attract more professionals and creatives. Do a little research and you will find the video-sharing site that is the best fit for your needs, your audience, and your marketing goals.
Despite its dominance and longevity, there are tips, tricks, and features of YouTube you may not even know exist that can boost the effectiveness of your account. Here are a few that can be helpful for a brand that chooses to do video marketing:
Wendy’s is a familiar, comforting presence in the world of fast food. Founder Dave Thomas left his mark on the company by creating an old-fashioned dining experience built on family values. Yet, as discussed below by Wendy’s digital marketing professionals, the company is also embracing new advances in technology and marketing, including YouTube videos.
(For ideas on how you can use YouTube to channel (pun intended) your brand’s personality, check out the example videos in the series of brand archetype posts.)
Whenever a website owner wants to add video to his site, I recommend he first upload it to a video-hosting site like YouTube or Vimeo for two reasons:
Don’t be quick to write off YouTube as a possible marketing strategy for your business. Even though on the surface it may seem like a collection of cute cat videos (aww!), it is also a powerful method for spreading your brand’s message and increasing visibility and engagement with customers.
What’s that your momma always said? “If it seems too good to be true, it probably is.” But ma! The flip side — “don’t look a gift horse in the mouth”, right? No. That’s not even what that means. Listen to your mother and beware this common email scam.
Nonprofit organizations have a special marketing challenge: how to convince people to donate their hard-earned money. This is not just a marketing challenge; it’s an organizational challenge, but marketing communication can make a big difference to the bottom line.
In 10+ years of developing websites, I’ve come across a lot of assumptions. And you know what they say about those. So if you’re in the market for a new website, the following seven questions should help make the most of the experience.
