What to Produce First – Viral Videos or Product Videos? Best Practices For Your Online Video Marketing Strategy (Video)

sxsw-kaltura-logo-2013_Many companies wish that their videos would go viral. There’s no doubt that you know you’ve created the ultimate marketing campaign, when your viewers do much of the distribution for you. However, most companies have a limited video production budget. So what is more important and how should they prioritize their video production queue?

Usually there are 3 options for videos:

  1. Funny, viral videos that increase brand recognition and make your company look cool and exciting.
  2. Slick product videos that help in sales pitches.
  3. Engaging tutorials to support your current customer base and demo specific features for prospects.

But it doesn’t end there. Let’s say my company chose to produce a great viral video –

  1. How do we market it?
  2. Which metadata should we use?
  3. Should we buy ads on YouTube or should we find other ways to increase views?

We asked Bettina Hein, Founder and CEO of Pixability, for her advice. Hein and her company have much experience in getting maximum views on YouTube by analyzing video analytics and other data.

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For more information take a look at this presentation that the Pixability team used for their SXSW session:

Brand Journalism – How to Do it Right (Video)

This blog post was first published at Fourth Source.

newsBrand journalism is one of the hottest trends for online marketers. With the proliferation of high-quality and inexpensive cameras and easy distribution platforms, every company can now be a media company.

However, when thinking about your marketing strategy it’s important not to focus solely on heavily branded materials like product overviews and PR collateral. Sure, it’s important to have content that explains what your products are all about, but these would most likely appeal to a small group of current and prospective customers. In order to reach a wider audience you need to zoom out from your company and create content that would interest others in your space. The goal here is not more qualified opportunities and leads. Forget about that. With brand journalism, the goal is to make people aware of your brand by creating engaging content. If done correctly, you could find new audiences and strengthen the brand’s relationship with exiting customers.

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Old Mixtape: Yogi’s Choice

IMG_0760You may have noticed that I take the mixtape business quite seriously. I’ve been making mixes since 1995 and it is one of my favorite ways to communicate to others around me how I feel.

More than anything, three books influenced the way I think about life and music and people and how music ties them all together. The first two were written by Nick Hornby: High Fidelity and Songbook. The third is Love is a Mixtape by Rob Sheffield. What I loved the most about those pieces was the notion that music can deeply touch our souls and alter our state of mind. Unlike books and films, music is always around us – like radio waves. So it could really transform the most random moments in our lives and also change the most random relationships.

That’s why a mixtape is a powerful tool in the tricky game called love. Hornby and Sheffield spent quite a lot of time describing how music can help make a girl fall in love with you (or at least go out with you a few more times). I have a few tricks myself and one day I may share them with you. However, Yogi’s Choice is a reminder that mixtapes can also create misunderstandings and seriously screw up healthy (platonic) relationships.

ebay_images_Onitsuka Tiger_Onitsuka-Mexico-66-yellow-blk1I first started practicing yoga in LA in December 2009. Shakti Box in Los Feliz, on the cross streets of Vermont and Franklin, is a place that has changed my life forever. I didn’t immediately get into yoga. I was never too flexible and always tried avoiding situations in which there was a strong likelihood of breaking my neck (which is to this day my #1 yoga fear). So in the first few months, what kept me going again and again was the awesome music. Some of my greatest moments with The XX, Arcade Fire, Michael Jackson, Diana Ross, Moby and others were in Shakti Box. I felt and loved those songs like never before while I was there on my mat.

My favorite teacher/DJ was Stephanie. She had yellow Onitsuka by Asics sneakers and passion for indie music. She taught Fridays afternoon and by the end of her classes the sun would be going down and Griffith Observatory was changing colors in front of my sweaty face. It was magical.

In the following couple of weeks I started assembling a mixtape for Stephanie. Now, believe me, this was nothing romantic. She had a boyfriend and I knew that. I just wanted to give her something back after all she had given me.

When I gave the mixtape to her – it was awkward. The following week I walked in to class, assuming she would tell me the mixtape was great (maybe the best mixtape she has ever heard. Maybe). But Stephanie said nothing. She hardly looked at me. Awkwardness. Finally, I stopped going to her classes.

When I listen to this mixtape today, I can not blame her. It does include the word “love” over and over again. Also, the line “come hide you lovers underneath the covers” in Arcade Fire’s Rebellion (Lies) – doesn’t help. In my twisted head I can hear this now as an open invitation to Stephanie to run away with me in her yellow sneakers. Perhaps that’s how it sounded to her too.

Yogi’s Choice is proof that mixtaps are powerful and can work in both ways. And just like Darth Vader and the force – if you use it, make sure not to abuse it.

Yogi’s Choice (February 2009). Stream it here: https://iddopop.com/mixtapes/yogis_choice/

New Mixtpae: How Black Nail Polish Changed My Life

How Black Nail Polish Changed My Life CoverThis is an organic mix, which has been in the works for a few months, ever since I listened to Bob Dylan’s She Belongs to Me on a cold New York night. It struck me as a beautiful song that moved me even though I was busy rushing, trying not to hit the mob of people on 14th st., while adjusting my headphones and texting. There’s always texting.

 

I took a moment to create a new Spotify playlist. For lack of a better name, I titled it “Nicole”. And so Nicole became a work-in-progress.  I populated it slowly, whenever I heard a song that penetrated the intense routine.

When I had about 20 songs, I was ready to mix. This one formulized quite quickly, but I still had the name to figure out. For a few hours “Nicole” became “Laura” and then I watched Laura on YouTube and she slipped me the answer.

Love,

IP

Stream: https://iddopop.com/mixtapes/how_black_nail_polish/

 

5 Videos, 5 Trends in Online Video for 2013 (Video)

UntitledSo what does 2013 hold for online video? As someone who is immersed in this area 24/7, I thought it would be fun to compile my list of the top five trends that I’m seeing the this booming market-  and back up each of these predictions with a link to a relevant, engaging video.

 

#1 Productions like Netflix’s House of Cards will fuel OTT growth

Content will remain king and in 2013 a ruthless politician will make sure of that. Last Friday, Netflix premiered its highly anticipated production, House of Cards. The show, which stars Kevin Spacey and is produced and directed by David Fincher,  is Netflix’s biggest production to date and has been widely promoted to the mass market.  It positions the streaming service exactly where Netflix wants to be – as a direct competitor to premium cable channels. The big question is whether House of Cards will help Netflix to achieve its goal of gaining more subscribers. We predict that it will do just that and that House of Cards will be the first show to truly level the playing field for the long list of over-the-top TV providers (Hulu, Apple, Google Play, Amazon Prime etc.).

Watch: House of Cards – the official trailer

 

#2 Tablets will drive creativity

2012 was the prologue, with more and more giants releasing their own inexpensive tablets. The Jelly Bean OS finally brought consumers an iPad-like user experience – and Google and Amazon complemented this with great devices that were much cheaper than Apple’s. With tablet sales on the rise, PC sales declined. While the post PC-world isn’t here just yet, the trend is clear. In the near future, many consumers will likely choose to buy a tablet before upgrading their current PC. The new tablets are also stronger than ever before and have more storage so they can be used to create content and not just consume it. The result will surely be more creative and productive apps like Adobe Ideas, iMockups for iPad, Cinefly and iMovie. Soon enough, the post-PC world will no longer be a trend. It will be a reality.

Watch: tablets are used for so much more these days – here’s one cool example

#3 Smart TV adoption could kick-start the rise of the ‘cord never’ households

According to Informa’s latest Smart TV device forecasts (November 2012), more than 220 million Smart TV sets will be sold worldwide in 2017, up from the 54 million that were estimated to have been sold during 2012. Informa forecasts that 31% of households worldwide will own at least one Smart TV by 2017, with household penetration much higher in North America (63%) and Western Europe (64%).

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New Mixtpae: My 2012

As always, I mixed some of my favorite tracks of the past year in an attempt to share with you what I’ve been through in 2012: the subways of New York, the house in Fort Greene, the office in Union Square, the swamps of Jersey, my thoughts about LA, my longing to Israel and the joy of great music.

It was a great year. So here it is: My 2012. Have a wonderful 2013!

Stream: https://iddopop.com/mixtapes/My2012/