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Video Views: The Power of Media Coverage

In my work at a client, FranConnect, I came upon this video from LaQuinta, as the company set a world record for “human mattress dominos” during the hotel chains annual conference, held this year in New Orleans.

httpvh://youtu.be/Rmav4RmVNG4

For its entertainment value alone, it’s worth a look. But the video is also revealing for anyone seeking to promote their own videos.  Here’s why:

I found the La Quinta video in three places:  LaQuintas YouTube Channel, someplace called “WorldRecordsAcademy” and the video channel for the Telegraph newspaper in London.

Views as of March 12, 2012:

LaQuinta:  73,334
WorldRecordsAcademay:  27,962
Telegraph UK: 1,038,528

Ahh, the power and reach of traditional media!

Video of The Day: DollarShaveClub.com

Everyday, it seems, there’s another “viral” video that goes from zero views to multimillion in a matter of hours. Usually footage of a news catastrophe, backyard sports blooper, cute baby/pet or other content recorded by amateur photographers.

The latest video to rack up 7-figure views is a TV-style commercial that you will never see on TV:  This 1:30 spot from DollarShaveClub.com.

Like the Saturday Night Live spoofs that appear after the opening monologue, this internet-only video is a hilarious parody, but it’s also a big-time, super-smart pitch that’s triggered for buzz and online marketing.

Best Practice:  Always include content sharing and syndication tools.  Direct viewers to a landing page with an call to action that benefits the viewer.  Make it easy to take action. And use humor to garner attention.  Do so and you’re not guaranteed to be on your way to 3M viewers, but the foundation will be set for measurable success.

PS:  I signed up for DollarShave.com after viewing the video!  I’ve long found the cost of razors to be ridiculously overpriced!

Online Video Chalk Talk: Make It Easy To Find!

DCSocialMedia’s Online Video Chalk Talk is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Nobody can watch it if they can’t find it!

With thousands of videos being published every day, you can increase the likelihood a customer, member or prospect will discover ─ and watch ─ your video by tagging it with meta-data.

It’s the same thing that happens when you publish a blog post, webpage, or SEO news release.  Video can be categorized and tagged with titles, descriptions, and keywords that match up with the search terms that a viewer types into Google or other search engines.  So embed the video description and metadata with the same keywords you use for the rest of your website content.

Categories are essential, too! As your library expands, categories are the twine that show “related” content, keeping visitors engaged for longer-periods of time; plus, they make your growing video archive more easily searchable.