eMarketer is reporting that advertising and public relations executives will be spending more of their clients’ money on videos this year. The consensus is that video carries a wallop when it comes to messaging. Brand executives are pushing back saying they are concerned about targeting and reach. 

Bingo. 

Targeting. When a brand produces a targeted video for You Tube or another distribution channel (Vimeo, Daily Motion, etc.) it will not succeed by itself. The videos that thrive are circus videos…the spills, the weird, and the purely entertaining. Most of the outdoor recreation brands are putting product videos up on the distribution channels and getting anywhere from 1,000 to 7,500 views on average for the run. They are targeted to the enthusiast but they are not interesting to the masses and they generate no buzz…not even with enthusiasts. So, after a brand factors in the cost of production, is a viewing audience of 3,000 worth it?  I think not. And remember…it has no long tail to it. A product video is gone with the season.  

Reach. By definition a brand’s video will be targeted so the reach will be small. Again, You Tube is for the masses. The people have spoken and they want entertainment. 

So, what works?  This works.

 

Why did that virally explode?

1. Was entertaining.

2. Was different. 

2. Was authentic. Real voices. Real people. 

4. Had a strong message. 

So instead of spending $40,000 to produce a wannabe video that looks not slick…but really is slick and fooling no one…here’s an idea. 

Outdoor recreational brands should buy 100 cameras. Outfit your athletes and your disciples. Tell’em to go out there to the mountains, oceans and deserts and make videos. No longer than five minutes. Has to be creative. And have a storyline where the brand plays a part. The 10 best videos will receive a thousand dollar cash award.

Cost=100 X $200 (for a Sony Camcorder)= $20,000. 10 X $1,000=10k. So, for a $30,000 investment a brand gets a 100 videos. All of them go up on You Tube. And the top ten are pushed through the web site, FaceBook, Twitter, and other social outlets. The great videos will virally explode. Publicity opportunities will be everywhere. 

And guess what? All the videos will be targeted, and collectively all will have reach. 

Now, go out there and get wiki.