In our recent series we told you how to use YouTube to promote your business. Now let's discuss the recent changes that the Cupertino gang has made to the incredibly popular video social network and see how they affect you. There are three significant pieces to your channel that have been changed, and while you may not have been forced over to the new format yet, it's coming.
When you think of building an email list through Facebook, you probably think of very traditional ways of doing that. For example, you might ask people this question and they would tell you to run ads to a forced opt-in Facebook page. Or you might get people that suggest running ads to webinar opt-in pages. Both of those strategies have proven effective. But as the saying goes, there's more than one way to skin a cat.
I've said in many columns that you don't need a million fans and that most businesses will never have a million fans. Yet there are many companies, large and small, that have relatively small social communities (say just a few thousand fans and followers) that have dedicated staff and agency relationships that do nothing but develop content and manage these communities. Is this a waste of time? No! It's not if you're leveraging these small communities to act as social sparks to start the viral propagation of your content.
Video is a great addition to any content mix. It's highly engaging, a great way to humanize your brand and can provide incredible value to consumers, to list just a few benefits. But for small businesses, producing video content can be challenging for several reasons: hiring a production house is expensive; self-shot video can lack the quality and polish of professional video; a lack of experience makes the thought of producing video content nerve-racking. All of these reasons are valid, but none should deter you from producing what could be amazing video content.
When Felix Baumgartner jumped from the edge of space, it represented a watershed moment for content marketing. With 8 million people watching live, Red Bull showed the world that the "brands as publishers" movement was here to stay. As we look forward to 2013, it's not just consumer brands that will lead the way. Corporate and B2B brands are investing millions of dollars into content-marketing campaigns that help generate leads, bolster their reputations as thought leaders and help inform and engage their customers. In the year 2013, marketers will break through with innovative content-marketing strategies. Here's what we have to look forward to...
Record political spending in 2012 will generate such rapacious demand for in-stream online video ads that it could actually outstrip supply come October, according to a new report. The online video advertising technology company Mixpo is predicting that 30 percent of the demand for political ad impressions in 11 states — New Hampshire, Montana, Virginia, Missouri, Washington, Massachusetts, Indiana, Wisconsin, New Mexico, Florida and Nevada — won't be met in October because of soaring demand. The study also finds that demand across those 11 states will outpace supply by 80 million impressions.
We all know the myriad ways in which marketing videos can benefit a brand, whether it's through link building, XML video site maps or simply looking better than the competitor that barely knows the meaning of the word "blog." But ask a business owner or marketing department what they think about video, and they're likely to respond: "We like it. We want it. It's too expensive." That's downright wrong.
There's no question that social media has changed the way we watch video. These days, a new video can skyrocket to a most-viewed slot in a matter of days, if not hours. As evidence of this, iMedia's Top Brands in Video chart saw three new major brands enter the fray in May. Additionally, President Obama returned to the chart as 2012 campaign efforts ramp up.
The Summer Olympics have hit the Viral Video Chart in a big way this week in videos from some of the largest global marketers, according to data provided by Visible Measures. Both Visa and Coca-Cola debuted new campaigns centered around the London 2012 Games this summer, and both play on the general spirit of excitement and competition while careful skirting the international politics of the Games.
Invisible Children’s “Kony 2012” video achieved over 100 million views with its plea for mass support for the ongoing effort to apprehend Joseph Kony, leader of Uganda’s Lord’s Resistance Army and a notorious exploiter of child warriors. Invisible Children had a “Cover the Night” event on April 20, in which supporters plastered posters calling for continued support for the U.S.-assisted manhunt in East Africa. Thus, “Kony 2012” and “Cover the Night” provided an interesting case study on the efficacy of social media for not only organizing events but also for inspiring real commitment.