Marketing viral video

Marketing viral video
In this file, you can ref free useful materials about marketing viral video
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· Top 21 tips for video marketing
· Top 31 sites to upload your videos
· Top free 7 tools for video marketing
I. Video marketing content for you!
YouTube's top brand is so popular that its customers do
its work for them.
The camera company GoPro has become the leader of a
new trend among businesses to market its product and
build a brand through online videos. Though many
companies are using the strategy of creating viral videos
to garner attention, no company is doing this more than
GoPro, which is releasing multiple videos every day
after stumbling on a technique that leads to thousands of
hours of free publicity a week.
The marketing campaign started with hiring professional
stuntmen and extreme athletes to show off the capability
of its small high-performance cameras, which GoPro
markets as the "world's most versatile."
Video marketing. Free pdf download examples Page 1

But it has now become a new trend that sees an
estimated 6,000 videos shot with the unique camera
every day — with people mentioning the company's
cameras in hopes of becoming GoPro's next star.
"It was really cool to be part of a production. It was a
dream of mine to be part of a GoPro launch
video," YouTube star Alex Chacon, who was featured in
a GoPro video of him riding his motorcycle on the
world's highest road, told the Daily News. "It was so
awesome. Everyone wants to be part of a launch video."
What they were capturing in videos were things we could not
imagine to go out and shoot. They were doing things with cameras
better than anything we could script.
They have more than 2 million subscribers to its
YouTube channel and 521 million views on the website
— and its increasingly growing popularity enabled it to
become YouTube's top brand channel between January
and March of this year.
"By involving its fans in content curation, GoPro has
built a loyal and engaged audience," YouTube states in
its report. "The authenticity of the channel's content
helps viewers feel connected to the brand."
Currently about 6,000 videos a day are posted on
YouTube with the word GoPro in its title or description,
and the number of videos increased 60% in 2013
compared with the previous year. The total time of the
GoPro videos span 2.8 years, YouTube reports.
About 100 hours' worth of videos are uploaded every
minute.

The 12-year-old company started is YouTube page four
years ago, but since the end of last year has made a huge
investment in its use of an online videos that resulted in
a shift of who creates the content.The figures only
continue to grow as GoPro reports the amount of video
views on YouTube for its own generated videos has
tripled in 2014 compared to the same time in 2013.
Almost 100 of its videos have reached more than 1
million views.
Adam Dornbusch, GoPro's senior director of content
distribution, told The News the change has come
organically as more and more people began submitting
videos from their GoPro cameras.
The videos include the exciting dramatic events like
water sports or bungee jumping, but people also used the
camera to capture some emotional and personal
moments up close, such as a student graduating high
school or their baby falling asleep.
"What they were capturing in videos were things we
could not imagine to go out and shoot. They were doing
things with cameras better than anything we could
script," Dornbusch said. "They capture stuff we never
even thought of. They're taking us to the next level of
what's possible with what they're capturing."
The company definitely realized the opportunity toward
the end of 2013 when GoPro launched a couple of
submitted videos on its channel that received a large
number of hits, Dornbusch said.

"We realized there was such an opportunity here. The
users were not only using our cameras but were
attaching our name (in the titles and descriptions) to
incorporate with us,"" he said. "Sometimes I'll get a call
and someone will say, 'That's a great video you guys
did.' We have nothing to do with that. People just want
to be associated with our product."
Suddenly GoPro's YouTube strategy was at a much
larger scale than they realized, he said.
GoPro began multiplying the amount of videos they
released going from a few a week — with only one or
two submitted from the public a month — to as many as
four a day.
Of the 823 videos on its page, 359 - or 44% - were made
since October.
The majority of the videos now are submitted from their
viewers, which GoPro will sometimes repackage and
release on its channel that has a global audience. The top
five countries searching for GoPro on YouTube are
Australia, South Africa, France, Norway and Sweden,
YouTube reports.
"We get users to submit content and are able to distribute
it to as many people as we can over the world,"
Dornbusch said. "They are using their (cameras to
capture) their greatest passion. What the camera enables
you to do a whole new level of content capture and
creation."

We realized there was such an opportunity here. The users were not
only using our cameras but were attaching our name (in the titles
and descriptions) to incorporate with us.
They are starting to accommodate the contributions with
plans to change their website to make it easier for people
to know how and where to submit videos, Dornbusch
said. There is also a new "bonus program" for users
whose videos are licensed by GoPro, he said. They will
receive $1,000 if their videos reach a million views, he
said.
"We want to work with users on a much larger scale," he
said. "This is the heart of GoPro. We love it. It's a
surprise. We want to nurture it as much as possible."
GoPro spokeswoman Kelly Baker said the company will
receive finished versions of videos, but will also get
some footage that is unique but needs to be re-edited or
reshot. The company has a team that can repackage the
footage so it can work as a GoPro video that typically
isn't much longer than a minute.
"Even if people have this footage and they don't know
what to do with it we can still work with it and make it
super awesome," she said.
The benefit is not just financial but the joy of hundreds
of thousands of people seeing your video, she said.
"Your 15 minutes of fame is completely possible," she
said. "It's well within reach."
Fastest Growing Part of GoPro
GoPro recently created an entire team of about 30
employees whose main focus is to search online daily for

user-generated content featuring GoPro cameras and
determine if would work for licensing or marketing,
Dornbusch said. Before the company had one or maybe
two people who would do this, he said.
Bronkar Lee, a professional beat box juggler in Los
Angeles, wanted to build a Web presence. So last year
he decided to post a new video every week. He went into
his garage and started performing some tricks that he
captured on his GoPro camera.
A few hours after uploading the film, GoPro contacted
him and asked if he could reshoot the juggling stunt. In
exchange for a new camera and a few accessories, Lee
submitted the footage that was then re-edited into
a GoPro video that was released in April.
The 34-year-old said he was aware of the online videos
but had no idea he'd ever be marketed in them.
He said he makes sure to mention the clip when working
to get new bookings.In addition to more than 300,000
views, the video did result in him getting some interest
for more jobs after the video was released — including a
movie director.
"It's kind of like people say if you're good enough for
GoPro you're good enough for us," he said. "I'd love to
do more with GoPro. It's exciting for me to be involved
with an up-and-coming company of that magnitude that
has such a cool product."
The company fits this marketing technique in a way very
few other products would, Dornbusch said. Its core
message is how the cameras can capture life at its most

meaningful moments — it's marketed to record exciting,
not mundane, events.
The whole movement and idea of GoPro is so cool. They have
created a whole social movement.
"No one says this is a video shot by my iPhone," he said.
"They say this is from my GoPro."
A GoPro camera tells a unique kind of story, he said.
"It creates a different kind of perspective you've never
seen," he said.
Baker declined to state how the videos may have helped
sales of the cameras, but business has been very good for
the company lately.
It launched its IPO in late June — which was announced
with an online video — and more than doubled its share
price of $24 in the first week. The sale of more than
20,000 shares earned them nearly half a billion dollars.
According to its IPO filing to the U.S. Securities and
Exchange Commission, the company has nearly doubled
its revenue in each of the past three years from $234.2
million in 2011, to $526 million in 2012 and $985.7
million last year.
GoPro was the top-selling camcorder — by dollars and
units — in the U.S. in 2013, it states in the IPO filing.
HERO cameras represented 45% share of the U.S.
camcorder market — a huge gain over just 11% reported
in December 2011, the company states.
The arrangement was mutually beneficial as the
audiences for both Chacon and GoPro learned about

each other, he said.Chacon — the YouTube star — had
his own success with a collection of videos detailing his
experiences riding motorcycles around the world when
he reached a deal with GoPro last summer about starring
in one of its videos. Chacon said they collaborated on a
concept of him riding his motorcycle on the highest road
in the world at the Leh-Manali Highway in India. The
video was released in November.
Chacon uses the cameras because of its quality and
durability — "I've seen elephants step on them" — but
the brand also means a lot to its customers thanks to its
campaign.
"It seems like you are traveling with me. You are doing
it with me," he said. "The whole movement and idea of
GoPro is so cool. They have created a whole social
movement. Not only is it a great product, but with their
marketing they don't even need to find people like me or
athletes. Everyone is just so stoked to use GoPro and
share it with the world."
He likens the experience of GoPro videos to a redefined
selfie.
"What they have done is brilliant. To create a product
people love so much that they want to use it and share it
with the world," he said. "People will sign over their
rights to their video because they want recognition and
to be on social media. They want to be a superstar for the
day."

II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.

Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.

Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

Marketing viral video

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