As the movement of “video+” surges forward we continue to hear about video+email, +direct email, +advertising, and so forth, each one targeted for using video not as the lead concept of a marketing plan, but as an additional concept that enriches the communication. The next movement seems to be based around video+social, as a means of utilizing video to boost a brand’s social networking existence.
What is Social Video?
Social video is not an element so much as it is a predominant concept. The concept seems to be: Video has the capability to propagate normally among the peers of a social network, and eventually between systems. It is video that is enhanced for this particular objective — not essentially “viral” video, but video information that is appropriate to and quickly accessed among peers of a system.
Why Use Social Video?
There are a wide range of factors as to why you ought to use social video. The primary point is that it gives you the ability to get your message to potential customers that you may never have been able to access before, by using an indirect means. This way they can receive a recommendation from their peers, as they are far more likely to have confidence in a link from a peer who says, “Watch this awesome video I found!” as opposed to link from a business that states, “Watch this awesome video we created!”
This is ideal because it implies that in order to influence a vast number of customers you do not need to have a lot of social networking enthusiasts. Once information is distributed among the peers of a system, your work is primarily complete. Just sit back and let the system do the job.
How Do I Produce Social Video?
Just follow these three easy steps.
1. Produce very precise video content. Your video should be brief and concise, and should target the particular issues of very specific individuals with an accurate designation, in a defined business, in a specific market, and at a precise time. For example, a promotion that targets experts working at small credit unions during the tax period, and your product resolves whatever issue they may have.
2. Augment your content for distributing. Make certain that there are noticeable buttons for distributing your video to social media networks you are focused on reaching. Microsites and landing pages for videos are excellent for this, because they also let you integrate textual content and design to really build your video and add spice.
3. Place your content in the hands of an individual with influence. This is very important. You must locate a gatekeeper to your system. This might be a writer, an expert, or a star. Whoever it is, get your content into their hand and ensure that they are aware of its worth. If they notice, they will probably distribute it. If not, you have just thrown away a whole lot of effort. Ideally, focus on more than one gatekeeper across several social networking systems with comparable communications to prevent frustration.
That’s all there is to it. Be wary that this is a high risk method, but also high reward. After all this is based around important individuals who will become brand promoters and will alert others to your content. As opposed to broader communicating, there is no foreseeable return.
For instance, if I e-mail 50 people I’m fairly confident that 95% will get the e-mail, a definite amount will open it, and a lesser amount will read it. If I focus on the same 50 individuals with social video, however, I have a much better prospective of connecting with those 50 people. The issue is that to accomplish this connection is dependent upon one important person liking and sharing my content with others. If not, there is no way of connecting with them.
Last Impressions.
The entire video+social element is fascinating because of its prospective pay-out. However, most promotions experts do not seem to understand social networking platforms or how to utilize them effectively. The main concern is that social networking will advance beyond the point of promotional helpfulness before video+social becomes extensive.
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