What Type of Video Content Is Best for Your Goals

Video should you produce for YouTube - What type of video should you produce for YouTube? More immediately, what  types of video can you produce? You have a number of choices to make when determining what type of videos to  produce for YouTube.

It's not a one-size-fits-all situation; what works for one company  might bomb completely for another. 

In fact, what works today might not be  what you need to do tomorrow. And, of course, you're not limited to a single approach, many companies employ two or more different types of videos, each  designed to achieve its own specific goal.

With that in mind, let's look at the most common types of videos that companies  incorporate into their online marketing mixes.

Repurposed Commercials
Many companies think that the best way to use YouTube is as an alternative distribution  channel for their existing television commercials. Their YouTube content  consists of repurposed commercials-the same 30-second spots they run on television.

This might be an appropriate strategy-if your TV spots are uniquely entertaining. To be honest, however, this is a losing strategy for most firms; YouTube viewers  tend to expect something new and different than the same commercials they see on  TV.

In fact, some companies have experienced the ire of the YouTube community for  unimaginatively commercializing the site in this manner. You win the support of  the community by doing something new and innovative; you lose their support  when you seemingly don't put in the effort, or treat YouTube as just another type of  television station-which it most decidedly is not.

That said, if you have no budget for new production and you do have a unique  commercial message, you might want to try uploading your existing commercials to  the YouTube site. Know, however, that what works on the big TV screen often works  less well in the small YouTube video window.

For example, it's important to note that most YouTubers view videos in a small window  in a web browser on a computer screen. That's pretty small, especially compared  to what viewers are used to experiencing on a 42 "or larger high definition  TV.

All the niggling details you can see on a bigger TV turn miniscule when viewed  in a web browser. This fact alone might cause you to reshoot a busy television commercial for the smaller YouTube screen; you need to customize the look and feel of  your presentation for the YouTube audience.

And then there's the envious situation where you do have a Super Bowl-caliber  commercial. If so, congratulations! By all means, upload that commercial-and all  variations-to YouTube.

You can milk this one for all its worth, by creating a "making  of "video, doing YouTube-only spinoffs, you name it. This is the best of both  worlds, where you build on your success in traditional media by gaining even broader distribution online.

Let's move beyond repurposed material into new content created expressly for the  YouTube site. (Although you can, of course, also display your YouTube videos on  your own website or blog.) When you're creating videos just for YouTube, you can  choose from among several different approaches you can employ.
One very popular approach is to create the YouTube equivalent of an infomercial.  That is, you create a video that purports to convey some type of information, but in  reality exists to subtly plug your product or brand.

maybe you're a business consultant and you want to promote your consulting  services. To demonstrate what you have to offer potential clients, you create and  upload some sort of short video-a motivational lecture, perhaps, or a slideshow  about specific business practices, or something similar. You use the video to establish  your expert status and then display your email address or web page address to  solicit business for your consulting services.

Or maybe you have a full-length DVD for sale. You excerpt a portion of the DVD  and upload it to YouTube, with graphics before and after (and maybe even during)  the video detailing how a viewer can order the full-length DVD can.

Likewise, if you're a musician with music to sell, an author with books to sell, an  artist with paintings or other artwork to sell, or a craftsman with various crafts and  such to sell.

The musician might create a music video to promote his music; the  author might read an excerpt from her book; the artist might produce a photo  slideshow of her work; and the craftsman might upload a short video walk-through  of pieces he has for sale.

Make sure you include details for how the additional product  can be ordered, and let your placement on YouTube do the promotion for you.

Here's an example of an effective infomercial approach. Viator Travel  (www.youtube.com / user / ViatorTravel) offers tours of more than 400 destinations  worldwide.


The key is to create a video that people actually want to watch. That means something  informative, useful, or entertaining. It can't be a straight commercial because  people don't like to watch commercials. It has to provide value to the viewer.

After you hook the viewers, you lead them back to your website where your goods  or services are for sale. It's a two-step process: Watch the video, and then go to the  website to learn more or buy something. If your video is interesting enough, viewers  will make the trip to your website to close the deal.

Instructional Videos
Similar to the infomercial is the instructional or how-to video. In this type of video,  you create something truly useful for your target customer, and then drive business  by direct link from the instructional video.

As an example, take Drs. Foster & Smith Pet Supplies (www.youtube.com/user/ drsfostersmith), a retailer of aquarium supplies.

They've created a series of videos,  which show users how to set up various types of aquariums  and aquarium equipment. Each video exists unto itself, with the sole goal of  providing practical information to the viewer; it's really useful stuff for the hobbyist.

While this type of video is not a hard sell, and shouldn't be, the company benefits  when viewers need to buy related equipment.


Product Presentations and Demonstrations
You can also use YouTube for more obvious selling efforts, the most common of  which is the product presentation or demonstration. Here is where you use the  video medium to show customers a particular product, in the kind of detail you  just can't do in print or on a web page.

Many products are good candidates for video demonstrations, from kitchen appliances  and power tools to computers and other electronic gadgets.

Automobiles also  benefit from video presentation because there's a lot to see there;  such a video presentation from Audi (www.youtube.com / user / Audi).

In fact,  any item that's not quickly or easily understood, or that has a bevy of sophisticated  features, is a good candidate for a YouTube video demonstration.


Real Estate Walk-Throughs
A specific subset of the product demonstration is the real estate walk-through  video. Today, most realtors take digital photographs of the houses they list, and  potential buyers view those photos on the realtor's website. But there's nothing stopping  you from using a camcorder to produce a video tour of the house, editing the  tour into a short video, and posting the video on YouTube.

such a video walk-through of a luxury property offered by Coldwell  Banker  http://www.youtube.com/watch?feature=player_profilepage&v=W5KBgxmwSkk

Customer Testimonials
You can also use YouTube to promote your company or reinforce a buyer's decision.  To that end, the time-honored approach of using testimonials from existing customers  is a viable one. Send a video crew out to the customer's location, or invite  him or her to your office, and let the camera roll.

Film the customer talking about  her experience with your company in her own words, and you have an effective  plug for who you are and what you do.

Company Introductions
For that matter, you can use YouTube to introduce your company to your customers. This could be in the form of a short brand-building video or a video welcome  from the company president-even a video tour of your offices or factory.

This is especially beneficial for companies that employ innovative production techniques  or create especially interesting products.

Expert Presentations
If your business is a leader in its category, or if you are an industry expert, you can  establish and exploit that expertise via a series of YouTube videos. All it takes is a  video camera or webcam pointed at you behind a desk; you then spend three or  four minutes talking about a particular topic or issue of interest. If you truly know  what you're talking about, your video will help to establish your professional credentials  and burnish your company's image.

Business Video Blogs
This leads us to the topic of video blogs, or vlogs. A vlog is like a normal text-based  blog, except that it's spoken and put on video. You or someone from your company  sits in front of a webcam or video camera and expounds on the issues of the day.

Perhaps multiple vloggers participate so that you present a variety of faces to the  viewing public. In any case, you use the video blog as you would a normal blog: to  comment on contemporary issues and put a human face on your company.

Executive Speeches
If your company likes to communicate regularly to its employees, YouTube presents a  better way to do so. Instead of sending a soulless memo to the worker bees or trying to gather all your employees at a single location, simply record your company executives  on video and post those videos on YouTube.

Create a private channel just for  your company's employees, and they can receive the executive's message at any time,  on their own computers. It's more efficient than a company meeting and more personal
than a memo.

Company Seminars and Presentations
Along the same line, you can use YouTube to bring all your company's employees  into seminars and presentations that might otherwise be limited to a select few.

You  might accomplish this by recording a meeting or seminar with one or more video  cameras, or by uploading PowerPoint presentations in a video format with audio  annotations. Again, this works best via a private company channel that authorized  employees can view at their discretion.

User or Employee Submissions
Of course, you don't have to personally create all the videos you post to YouTube.  There's a wealth of talent outside your company's marketing department, in the  form of other employees, customers, and other interested individuals.

You might, for example, solicit videos from your company's employee base. Run a  contest, pay for participation, or just present the endeavor as a fun exercise, but let  your co-workers express their creativity in ways that are hopefully suitable for  YouTube broadcast.

The same goes with your customers, who have their own ways of showing brand or  company loyalty. Ask for testimonials, as discussed previously, or open it up to more  fully produced submissions. As with employee videos, you can roll the whole thing  up into a contest, which itself serves as another form of promotion for your company.

Humorous Spots
Finally, don't fall into the trap of taking yourself too seriously. Some of the most  popular videos on YouTube are humorous ones; the funnier the video, the more  likely it is to gain a large audience and go viral. It's okay to make fun of your company,  your product, or yourself, or just to treat the topic in an entertaining fashion.
YouTubers like to be entertained, and they'll tolerate a promotional message if it's a  funny one.

The Big Picture
As you can see, a lot of thought goes into creating a successful YouTube video. It's  not just a matter of recycling an existing spot, or even of setting up a camera and  pressing the Record button.

You need to determine what you want the YouTube  video to achieve, who your audience is, how your video fits within your overall  marketing mix, and how you intend to measure the results.

Then, and only then,  can you decide what type of video to produce-and then start working on it.
When marketing on YouTube, as with marketing in any medium, planning is everything.

Source : YouTube for Business


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