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Justin Bieber Didn’t Retweet Your Video Link? Go With Email Marketing Instead!

Ahh, the lucky few who produce a video that becomes a viral sensation because a celebrity takes to their cause and Tweets the URL to their video.  More accurately, the lucky 1-in-10-million!

Well, if you’re not buds with Justin Bieber, Charley Sheen, or Heidi Klum, you can still drive video views through email marketing.  And in many cases, it may be a more effective way to reach your customers, members or prospects.  Especially for small-to-medium sized service organizations.

How can that be? Most aren’t trying to reach a mass audience of consumers; they want to engage a well-defined, limited audience.  Put another way, few care if a 15-year-0ld girl in Sioux Falls, SD watches their B2B video clip. But that known customer, member or prospect?  That’s a viewer to engage again and again.

Email marketing enables this through the creation of highly targeted, personalized, meaningful content.  And if you incorporate video, studies show it’s more likely to increase open and click-through rates.

You can learn more in a report from Constant Contact (a leading provider of email marketing and online survey tools) entitled, “Show It, Don’t Tell It!” or you can download it here.

Center Social Media Online Video Fair Use Copyright

Better Call Saul! (Primer on Fair Use for Online Video)

To those who are not watching AMC’s Breaking Bad TV series, “Better Call Saul” is the title of a Season-2 episode when defense attorney Saul Goodman first appeared on the show.  Saul is/was (no plot giveaways here!) one of the most memorable characters as he reflects all the negative stereotypes of criminal lawyers in a charming, and at times, hilarious way.  Think Ari Gold (Entourage) conjoined with “Show Me The Money” Rob Tidwell (Jerry McGuire) and you’ve got Saul!

Lawyer parodies aside, the fact is legal considerations impact online video production and distribution, especially the “fair use” doctrine which clarifies when copyrighted material can be used without permission or payment.   You can read more at the Center for Social Media’s website or download the center’s report Code of Best Practices in Fair Use for Online Video here!

It’s an important read and valuable resource with guidelines to help you understand when you can/can’t incorporate copyrighted media into your productions.