Online video is a great way to get your company some attention, and it’s even more effective if you know a few simple tricks. For insider assistance, we turned to Brad Powell, one of the dads at DadLabs.
If you haven’t seen it, DadLabs is a funny and smart online video series that helps new parents navigate the frightening challenges they face. Started in 2004 (on DVD, no less), the show is already an online veteran. Powell works with sponsoring companies frequently, so he knows how to effectively showcase a brand. Here’s what he told us:
Connect with Viewers: For viewers to take to a video, they need to be able to connect and engage with it. Look for stories you can tell that offer an emotional connection, while showing the brand in a natural way. For example, Baby Bjorn is a DadLabs sponsor, and its products are used in DadLabs videos in organic ways that don’t read as commercials.
Combine Video with Other Content: Video doesn’t work well in a vacuum; it’s more effective with surrounding materials. “Use videos with other forms, like blogs, to tell a whole story,” says Powell. Detailed information is better presented in text; emotional material, like a product testimonial, is better in video. Combine text, video, and images for an effective presentation.
Get the Right Domain: If you’ll be doing a lot of video, Powell suggests getting a site with a .TV suffix. When viewers see that suffix, they know they’re getting video and are more open to it.
Create Multiple Videos: While one video might tell your story effectively, two or three would do a better job at targeting different customers. Create multiple videos aimed at different audiences. You might want a slick TV-like spot to show all the features of a new product, then one that looks more homemade to tell personal stories.
Show the Logo: Rather than repeatedly pitching your company in your video, let your company’s logo show up organically. You’ll get multiple impressions with the viewer, but the video won’t feel like an ad. Powell recently created a video about hip dysplasia in babies, for example, and used a Baby Bjorn carrier on camera. While the product wasn’t pitched, the logo displayed multiple times.
Plan to Repurpose: You might find new uses for today’s videos in the future. Powell suggests filming your videos’ intros and outros separately, then keeping the middle part of the video free of any specific dates or references. That allows you to reuse the video years down the line, if you have a need.
Upload with a Service: Having your video on YouTube is great; having your video on dozens of sites is even better. Powell recommends using an uploading service like OneLoad (formerly TubeMogul), which will put your video on multiple sites at once. Upload all your videos and you’ll enjoy traffic spikes even years down the line. “It’s new to the people who are consuming it,” says Powell of older clips. “The long tail is one of the beauties of internet video.”
“If you use it correctly, online video can be a great conversation starter. You can really engage people above traditional advertising,” says Powell.