Marketing Online Video
This is going to be the first blog post in a series that we will label "marketing online video" - offering tips and practices that you should be put into effect when doing a video launch online in the hopes of making it go "viral".
When you have your video all done and ready to be marketed, there are several factors that play into the launch. One aspect that shouldn't be overlooked is both the day of the week and the actual timing during the day. Last week NewTeeVee had a post that compiled data from TubeMogul and Brightcove that showed more videos are watched online between 4pm and 5pm (must be people getting in a video view right before they leave work to go home!). This is very important to know - especially if you're marketing a video that is aimed at the "young professional" demographic. It was suspected for a long time that videos are mostly viewed at night time but research over the past several years has proved this wrong. So, if you're doing the actual uploading of the video - it could be important to have goals as to when it's active online so you know that it's avaliable to your audience at a specific time. When (and if) you do a social network marketing push it should be done in probably late morning or early afternoon as you want to make sure that not only people are in that space (the social networking website) but are also in the "mood" to watch content.
In addition to the time of day - another aspect that comes into play when planning your marketing campaign should be the actual day of the week. It has been a general practice of ours to release comedy videos on Thursdays. This enables us two weekdays to do a full marketing promotion/push and hope that the content is good enough to get passed around and gain more comments over the weekend (maybe even get a revisit and more engagement from someone who saw the video before the weekend). Of course, depending the launch day of the week depends on your target demographic and that type of content you're planning on launching. Another element that comes into play is if you are releasing more then one video in a week and if it's all tied in together as a series.
We will continue to post on this blog practices that should be kept in mind when launching online video campaigns. The marketing push you put behind any online video is key (would you create a 30 second commercial spot and not buy the placement?) and should be incorporated during the concept development stage. Let us know if you have any thoughts, comments or questions.