She got her coverage.
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You make a video, upload it to YouTube, and sit back… One view, two views… two views… that’s it. You’ve just experienced the YouTube nightmare/truth of that to get a video highly viewed or ranked, you have to work for it.
For most brands, this means distributing the video through blogs (I use GroupHigh), paying for YouTube advertising (just less than $1 per view), getting sponsored Tweets (fancy Mike Tyson tweeting about you?) and spamming every email address you have.
But what if there was a way you could get 150,000 views without doing any marketing at all? What if you could get other people to do all the hard work for you? Hell, what if you could get your target market to do it?
That’s exactly what Lenovo (world’s #2 PC maker) did through it’s Seize The Night competition. Lenovo created a competition which asked 15 finalists to produce and market a video on YouTube, featuring their product, and the winner would get $15,000.
This entry, which I’m helping to promote, features an incredible mass cycle ride through London
So Lenovo didn’t just make one video, it got 15 made for them, and had the producers do the marketing themselves. Together (at the time of writing), these videos amassed to a collective 150,000 views.
Now, I recognise that 150,000 isn’t that much compared to the millions of views viral videos receive, but these views are by the friends of the video producers – their target market in this campaign, students. That’s much more valuable. Plus, it’s likely that Lenovo will feature the winning video in more campaigns.
When you’re thinking about creating a video campaign on YouTube, re-think your preconceptions. Does it matter if your views are spread across many videos? Can you create a competition and get others to do the work for you?
Video Marketing Tips for Startups & Entrepreneurs
George from Think Tall Films came over to briefly discuss what startups and entrepreneurs can do to market their videos. He explains how YouTube is the second biggest search engine after Google itself, and that videos are great ways to rank well in Google itself.
See also: How to market your startup without money
Key lessons are to keep your message simple, short and snappy. George and his team at Think Tall Films have racked up over a million combined views from their videos, and you can view some of the most recent after the break.
- Download YouTube (Creator’s playbook) here.
If you’re looking to create some video content for your startup, follow @thinktallfilms for some tips, or contact George directly.
On a quiet afternoon, the ticket hall of Estació de França, a public train station in Barcelona, turns into an impromptu wild carnival for vagabonds. Organised entirely via Social Media, it’s an example of 21st Century marketing perfection.
Social Media Marketing: Lessons From The Vagabundos
The Vagabundos are an underground community of house and techno music lovers who follow one DJ in particular: Luciano. He created a Seth Godin-esque tribe, who follow him around the world and turn up in thousands to unofficial parties such as the one in the video above, after announcing it just once on his Facebook page:
Marketers dream of such loyalty. So how does he do it? Firstly, when I said people follow him around the world, that wasn’t quite true. Luciano (and various other artists – he has his own record label now) goes to his fans. Berlin, Switzerland, Chile, Ibiza, Japan, Hungary, Barcelona, Ibiza… Day after day he flies (now on his private jet) from city to city, playing gigs at wherever his fans are. Over the years he has developed a global audience, and organises parties sometimes a year or more in advance, keeping their interest going.
As he travels, fans are kept in the loop primarily via social media. His Facebook fan page is full of Instagram photos of him preparing sets, working or playing. They are the first to know of any news, and almost every post is shared by hundreds. Through this, Luciano has managed to develop an incredible brand image: The Vagabundos. Wanderers of the world, his followers live in the moment and roam wherever they please. Beautiful, desirable, shareable, obtainable.
His music, majestic to even an untrained ear like mine, seems to embellish this magically. And that’s the most important lesson of all, his product – the music – is fantastic. He plays it to his fans directly, or they can buy his albums, and to those that can’t make the festivals/gigs/parties he shares the moment through the creation of artistic videos (coincidently made by my brother Terry). These videos are created to capture the feeling of the moment, and as I’m sure you’ll agree from watching the one above, they do so brilliantly.
This has three benefits: One, attendees get to re-live the moment and share it with their friends; Two, fans who couldn’t come get to participate in a different way; Three, new fans are created and the loyalty of old ones increase. Maybe that’s four benefits. The point is, marketers need to think of interaction with their fans in a slightly different way. As Robert Greene, author of 48 Laws Of Power (US) says, “Everything is material”.
So what have we learnt from Luciano? Product is key. Go to where your market is. Communicate your story through social media. Use that to create a desirable brand image that forms a community. Find ways to let everyone share it. And Let the party go on well after the event.
One last thing…
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This video is the only marketing The Yacht Week has ever really done. With 2 million+ views, it’s all that’s its ever needed.
Video Content: The Yacht Week Shows Why You Should Do It
Cresting the waves of Greece and the British Virgin Islands every year are 91 yachts full of young people. They’re taking part in The Yacht Week, a very successful event/business that involves teaching how to sail, serving beer, and encouraging pirate raids, parties and hanky panky between crews.
Always fully booked weeks before, The Yacht Week is in an envious position. As if getting to sail in the British Virgin Islands wasn’t enough, they get paid to do it too. But how did they achieve success?
Watch the video above, and you’ve got your answer. This official trailer has gained over 2 million views, shared amongst friends and watched in awe. That’s exactly how I came across it: A friend came over and said, “have you seen this?” That friend then went and produced his own equally amazing video here.
The official trailer ticks all the boxes:
- Shows something new
- You see other people like it
- Brand name
- Call to action
If you’re not already making video content, this example shows you why you should. A viral sensation can send wave after wave of new customers, or significantly boost the value of your brand. Look at how Coca-Cola used video for it’s sponsorship campaign of the Olympics (disclaimer: Coca-Cola is a client). But you don’t need such a big budget – that’s where good internet marketing comes into play, and for that you should read some Ryan Holiday.
One last thing…
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Want to reach millions on YouTube but don’t know where to begin? Now, you don’t have to. YouTube has announced a new ‘marketplace’ that connects video producers with people like you: companies, startups and media agencies.
“We think YouTube can be a game-changer for small business – online video has made video advertising possible for every business of every size,” said YouTube group product manager Baljeet Singh.
Dirty Dash, a 5k race, partnered with Devin Graham to produce this great video capturing the event. With over 300,000 YouTube channel subscribers, it was a perfect match and great example of what the YouTube Marketplace will achieve. Dirty Dash quickly gained over 700,000 views.
Small businesses know that YouTube is powerful. Yet, until now, many simply haven’t had the time or the expertise to produce high quality content. The YouTube Marketplace changes that. Keep reading to learn more about the YouTube Marketplace and how you can use it.