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Forbes: Business leaders not watching YouTube just for laughs

Whether your a business owner, executive or marketing professional, a report researched and published by Forbes will help you understand what your peers are doing when it comes to online video.

It’s entitled, “C-Level Executives Embrace the Non-Text Web.”  Among its conclusions:

  1. Video alone doesn’t cut it.  Although text is still the dominant media, video has evolved from a novelty into a mainstream method for executives to receive business information.
  2. YouTube isn’t just for entertainment: Executives report that they turn to B2B websites and YouTube for many reasons including expert advice/insights, product demos, and customer testimonials.
  3. Unless your producing the NCAA basketball tournament, keep to short video length. A whopping 83% of those surveyed prefer videos that run either 1-3 minutes (36%) or 3-5 minutes (47%).  This fits with what I’ve long advocated in my business zen: Make a good use of other people’s time!

 You can download the full Forbes report at this link.  And if you have a quick question − or want to explore how the findings apply to your organization − drop me an email!

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!