As we all turn a new page and start making plans for the coming year, those of us in marketing may want to reconsider this year’s online video strategy.
2008 was a landmark year for online video. Not only were 75% of the U.S. internet audience watching videos online, but the average online video viewer watched nearly four hours of online video per month. Hulu, one of the most popular sites for watching hit TV shows and movies online, launched in March. Now it’s hard for me to even imagine keeping up with my favorite TV shows without it. Tivo? Who needs it anymore? I can watch the latest “The Office” episode right on my laptop, anytime, and with limited commercial interruptions.
I had the opportunity to attend a MITX panel discussion a few weeks ago, entitled “Planning Your Online Video Strategy for 2009”. What inspired me most was the out-of-the-box solutions the panelists suggested. Online videos are much more than just an advertising venue concerned with logo placement and banner ads. Creating an online video is really about publishing, creative story-telling and engaging the viewer. Some of the most memorable videos of 2008 were either user-generated or created under relatively low budgets. Who can forget the chubby guy lip-synching to the “Numa Numa” song (a clip which later got used in a Weezer music video)? Or the “Where the Hell is Matt?” video of a man dancing across the world? And those are just two of hundreds of viral hits.
Dynamic videos, which have been under the radar until recently, will come full blast in 2009. You may have received a link during the presidential elections where the video plays out as if you were one of the candidates. Your name appears throughout the video on billboards, in the various news headlines seamlessly, and even tattoed on the lower back of an old lady.
By customizing videos in this manner, viewers will be more engaged in the story, and given the right technology, may even be able to drive how the story unfolds. To clarify, recall those decision-based storybooks where you flip to different pages depending on what you want the hero/heroine to do? Now picture that same user-driven approach within an interactive video, and you’ll catch a glimpse of what’s to come. No two viewers will experience the video the same. PermissionTV currently has a platform for creating these non-linear videos.
The MITX panel discussion also revolved around strategies for promoting your company’s videos on a blog, through social networking sites (Facebook, MySpace, Twitter, etc.) and even through other videos. You really don’t need an uber-professional crew of cameramen and actors to get a video done – use the resources that you have in-house and try to get as many online videos out there as you can. [check out this successful low-budget video by HubSpot: “You Oughta Know Inbound Marketing“]
The more creative or funny you can be with the story, the better. I’d also steer clear of creating very obvious self-promotion videos. Online video viewers are very savvy and can smell an ad campaign from a mile away. Interestingly, major corporations like Gatorade, JCPenny and EA Sports, who all launched successful viral videos last year, did so with very minimal branding incorporated. Check out EA Sports’ video response to a glitch caught in their Tiger Woods PGA Tour 08 game “Tiger Woods Walks on Water” as well as JCPenny’s “Beware of the Doghouse” video. Both are extremely well done, with little self-promotion – and more importantly – they’re fun to watch while getting the message across.
It’s just a matter of time before every household has an internet-enabled TV set, and once that time comes, you want to be on-board with your own series of cool online videos. So pull out your digital cameras, figure out your strategy – and Action!