This story is part of our series on building event buzz with online videos.
1. Make It Snappy
A video is not likely to get noticed if it’s more than a few minutes long. “It needs to grab you right away, because people are more likely to share it if they watch it all the way through to the end,” says author David Meerman Scott. If you have too much material, the best bet is a series. “Instead of posting a 10-minute video, post five two-minute videos,” Scott says.
2. Quality Is Not Always King
Spend five minutes browsing YouTube and you’ll see that authenticity trumps professionalism, and unpolished, uncut videos are more popular than slick, corporate-produced advertisements. “We’re at an unusual time in history in that people trust the rough-around-the edges take more than the polished, professional effort,” says Roxanne Darling of BarefeetStudios.com. “Because we’ve all been sold, you trust someone who is on site, just went to the event, and has a fresh take.”
3. Film Something People Will Want to Share
A video won’t be a viral success unless it goes beyond describing a product or showcasing an event. It has to offer the viewer something new or exciting that they’ll want to tell people about. “To make it viral, it has to be funny, engaging, or unique,” says Thomas Harpointer of AIS Media. “We’re not going to just pass advertisements on to our friends and family.”
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Author: Lauren Matison