Susan Boyle and 14 Reasons to use You Tube Videos for Marketing

February 2nd, 2010

Susan Boyle and 14 Reasons to use You Tube Videos for Marketing

Tadaaa, here it is: more than 120 million views overall have turned Scottish singer’s Susan Boyle’s debut on the “Britains Got Talent” stage into last year’s most popular video on You Tube. The unemployed Scot who admitted she had “never been kissed” has astonished the audience and show’s hard-to-please judges with her version of “I Dreamed a Dream” from the musical “Les Miserables” and has caused standing ovations within the first seconds of her performance. Duplicating last year’s winner’s Paul Potts‘ characteristics Susan Boyle’s achievement showcases that uniqueness, sympathy, emotions and finally a big kick off audiance seem to be keys to success on You Tube. It also emphasises the platform’s power comparing 11.5 million Britons who have watched the live show on TV to its global online success. This fact has been motivation enough to think again about online video’s power for marketing:

14 reasons to use online video for marketing

1. Perception: Media consumption behaviour has been changing radically. While TV has still been remaining the most important media channel the number of people having watched online videos has signed growth by nearly 70 percent in 2009, while time spent on online videos has increased by 46 percent in average (US, Nielsen 3 Screen Report 2009).

2. Accessibility: The medium is easily accessible wherever users have a computer or smart phone (and internet connection). Wifi and broadstream access keep on spreading.

3. Durability: Online videos extend the time of content’s media presence and accessibility like a global hard disk.

4. Range: It massively stretches the range of your content transforming a regional into a global audience (compared to TV).

5. Customer segmentation: Although its general popularity grows, certain age groups view online videos more often than others (18-24 years old adults have consumed it 5 times more than the 65+ agers (US, Nielsen 3 Screen Report 2009); this fact allows addressing different target groups with customised media strategies for each channel. Furthermore online’s lower public visibility offers you to be more “experimental”:

6. Viral Power: Users can share content easily. Your message might be forwarded by one of the most trusted channels people can have: their friends. This means attention and a less sceptical reception of your message.

7. Measurability: View counters and user comments offer you direct measures of success, even though you still have to capitalise on your attention.

8. Market research: Visitor comments provide a direct feedback and worthy ideas for your future efforts. Moreover it allows you to easily catch up trends and inspiration; which user generated content is hot right now? Which are the most popular videos?

9. Connection: Another plus; you can easily connect or lead over to some other online sources (websites, blogs, social networks).

10. SEO: High popularity of You Tube videos will result in better Google rankings, which enlarges your general online visibility.

11. Motivation: Users get encouraged to produce their own related video answers (which grows identification and enlarges the channel’s range even more).

12. Customer Loyalty:Regular publishing may result in people subscribing your channel. You can also send newsletters to those subscribers (You Tube).

13. Searchengine: Many people use You Tube for a) researching products and services, b) viewing product demonstrations and b) finding information for work purposes. It’s about more than pure entertainment!

14. Price: Last but definitely not least; it’s free!

Images by dullhunk.

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ABOUT THIS AUTHOR

Philipp Thurman

Philipp creates integrated Social Media marketing strategies and doesn’t like the term “Berlin Think Tank”. He provides strategic analyses of markets, target audiences, latest trends and fresh ideas for our campaigns. Furthermore his role includes copywriting, online content creation & management. Rumours abound that he owns a 70s vintage surfboard which is tagged with “Pryde Power” on the bottom side although he’s never made to stand up on it in the water.

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Videos

If you thought that the world of Social Media had no secrets, think again. We found this video with some new really interesting facts and figures on social media and Facebook in particular.

Did you know… Most of the users of social media are between 35 and 44? And that Facebook is one of the important leaders on the social media market. With its 500,000,000 members it is huge and even brings more traffic than Google.

There are a lot more interesting facts in the vid so check it out!

A whole new interactive marketing experience is revolutionizing YouTube. Tipp-ex lets you rewrite the story on YouTube. Catchy, because that is where tipp-ex is made for: write and rewrite. The value of interactive campaigns has increased the moment this video was released. The commercial is created by Parisian agency Buzzman. The campaign message is ‘help me rewrite this story’ and you can type in what you think the hunter should do. The video has only been recently released and already has more than 6 million views on YouTube.

It is an interesting way to spend your time. Almost every combination is possible. Before we know it, we were watching the movie for almost 60 minutes. Personal favourite: ‘has a party with’. Well, what is the use explaining, watch it yourself!

Google has introduced the Student Voice program to allow students under the age of 18 to express their opinions in the upcoming Federal Election. It was created to motivate student to learn more about the election process and the Australian government system. Schools have to sign up for the students to take part and then those between the ages of 15-17 can vote through a simulation election between August 9- 12.

Before the simulation election, Google suggests that schools hold mock debates, mock campaigns, and lessons in filling out a ballot. Candidates in the election will post updates and videos on the Student Voice Google page to help students understand the election and make the best decision possible. The results will be published August 15^th, before the actual Federal Election. In this election, student voices will be heard, and you never know, maybe they can change a few votes here and there as well!

Image by marragem

Doritos has brought back the “Make an Ad, make a Fortune” campaign again, allowing consumers to design their own television advertisement for the company for the chance to broadcast their commercial and win up to $500,000. The four judges for the competition include TV and radio personality Merrick Watts, Clemenger’s joint executives Michael Spirkovski and Paul Nangy, as well as Australian actor Matilda Brown. Last year the competition entitled “You Make it, We Play It”, was quite a success with William Crooks as the winner, but this year the competition is getting more heated. This is definitely one of the more well known user generated content contests in Australia because of the large prize money involved. The campaign has been inspired by a similar marketing strategy run in the US.

Although entry into the competition is available until July 26th, the first two wildcard winners were just revealed by Ben Crisp entitled “The Big Dipper” and Nathan Smith with “Fun in a Bag”. However, there is still a lot at stake until the actual winner of the competition is announced. The finalists process is actually quite complicated. After final submission, Doritos’ panel of judges will select nine finalists from all of the video entries. A tenth will be selected from all of the weekly “wildcard winners”, like these two here, based on the number of votes from the public on YouTube. This list will then be narrowed down to three finalists and put to a public vote, finally ending in September. Check out the two videos from this week’s winners and see who you think deserves the win more!

Image by mattieb

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