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In a culture with so many screens it’s no surprise that online video is becoming an increasingly valuable part of the audience marketer’s tool kit. Video-based audience development provides not only interaction with a passionate audience, but can help lure in readers that are unfamiliar with a brand.
Furthermore, according to comScore, 181 million U.S. Internet users watched nearly 37 billion online videos in April, showing video’s large audience potential. Here Bettina Hein (pictured), founder and CEO of video marketing firm Pixability, Inc., shares 5 tips to video-based audience development and marketing for magazine professionals.
1. Online Video Is Not TV Audience marketers need to understand that online video is its own unique medium and viewers use online video in variety of ways. With online video, individuals are looking for specific things—like how to bake chocolate chip cookies, for example. While watching television, viewers generally channel surf or are open to a variety of programming, highlighting the fundamental differences in video consumption habits across these two mediums.
2. Video Is a Social Medium The content produced for an article can be leveraged for video, but in a different way due to the platforms’ unique attributes. “Video is a member of a social network,” says Hein. “If you create a video and let it live inside of a vacuum, that is not going to make it very popular—create content that is likely to resonate with your audience.”
3. Viral Is a Dirty Word “Everybody thinks they can create the next viral video and often times the key to understanding online video is about [focusing on] micro-communities of interest or passion.” Hein says to create video content that will be a huge hit with your own audience first and support your existing online video community.
4. Use Data to Drive Video Content Looking at the data of what people are watching as it provides an insight into what will resonate with viewers and readers. Combining and analyzing reports from a variety of data sources can help editors and audience marketers understand where the largest audience opportunities lie when it comes to video.
5. YouTube-First Strategies “YouTube is where it is happening—if you create video that is solely for your website you are going in the wrong direction,” she says. “You have to go where your audiences are looking for video. People are searching with intent for your content, and they are searching on YouTube since it is the second largest search engine in the world.”
Check out more of Hein’s video-based audience development tactics—from b-to-b media to what’s next in video—in the fall 2012 issue of Audience Development.