You're pumped like Sammy Sosa in 1998. You're armed with solid research that proves that online video is the bee's knees. And you've got ideas on how to link the investment with other media consumption.
You're unstoppable. What could go wrong? Suddenly, you get the creative from the client or their creative agency. It is one video file -- and a repurposed TV spot at that. As you shake your fist at the sky and curse your misfortune, bring these five recommendations to bear on your next campaign to ensure that the investment of your time and money is well spent.
Shoot once, repurpose five times
In today's marketing landscape, marketers don't have the time or the budget to fund multiple shoots for content creation. So, make the most out of the shoot that you already have scheduled. Whether it's a nationwide TV spot, an internal interview, or even some random B-roll, make the most of the day by bringing along some extra cameras to create additional footage. Presto! What you have now is a potential arsenal of content that can be cut and used for different needs and audiences.
Create episodic stories
Once you have your arsenal of content, ensure that your videos tell a story that hooks the audience quickly. In this world of skippable ads and close "x" buttons, it's imperative that a brand communicates its point and provides a reason for the user to stay engaged within the first five to seven seconds. If you don't do this, you'll be passed over more (and just as unfairly) than the movie "Cabin Boy" back in 1994.
Keep your format diverse
Do you remember why you would get so excited when the girls on "The Facts of Life" would venture to France for a field trip or when "The Brady Bunch" took a vacation to Hawaii? It was because their regular episodes were so formulaic that any break from the norm was refreshing and greatly appreciated by the viewing audience. The same is true for online video. Don't rely on the same format to tell the same story the same way. Either the viewer will think that they've already seen the content before or, worse yet, they'll start to peg the content on the agency that developed it versus the brand. You can hear it now: "Oh, that's the same type of spot as those Burger King ads."
Cap the experience
So, now you're excited about the content you've created for your client, and you want to share it with everyone. But don't treat them like little Joel Miller from "UHF" -- they don't need to feel like they're drinking from the fire hose when experiencing the brand. The answer, you ask? Frequency capping! This will ensure that while users are snacking away on content via YouTube or ESPN, they aren't blasted in the face with your brand over and over again with the same piece of content -- again and again and again. Make it a positive experience, and they'll be more receptive when your content is shown in the future. Plus, they'll be more inclined to pass it on and share it.
Syndicate, distribute, and spread the word
Just as there's a 95 percent chance of finding a Tom Cruise movie on cable during a Sunday afternoon (Look! "Far and Away" is on again), it's important to push your video content across multiple platforms and devices. If you've been following me thus far, you'll recognize the need to cut your content in a way that fits the distribution means. Whether the content will be embedded in a rich media ad, hosted on YouTube, or pushed through Viddy, you need to not only provide your audience with an opportunity to view the content, but also think about how they will interact with it as well.
If you follow these tips, you'll help fuel ongoing video communication with your audience that drives brand awareness, preference, and consideration along with conversions. Happy content creation, and make me proud, tiger.
Rick Corteville is the CEO of Luxus Inc.
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