CONTENT CREATION + DISTRIBUTION

MAGAZINE

STEPS TO ONLINE VIDEO SUCCESS

Identify target action Identify target audience Choose a production model Choose a distribution strategy Produce video Distribute video Analyze results and repeat

TARGET ACTION

• Sharingo Viral

• Awarenesso Branding

• Misc. Behavioro Sign an email listo Visit a websiteo Use our producto etc.

 

"Go out there and vote!"

"Donate to our cause!"

"Share this with your friends!"

"Discuss the video" - is it real? How did they do that?

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Potential Audience

Available Audience

Target Audience

TARGET AUDIENCE

• Who do you want to influence?• What makes them tick?

o What kind of content do they like?•  Where do they live online?

o Facebook? Youtube? Twitter? o What blogs do they read?o Where do they get their news

              and content? • Don't fall into the viral trap!

o Focus your efforts on a concentrated target - grow from there - snowball effect.

 

CHOOSE A PRODUCTION MODEL

• Identify "Viral" Concepto Imitationo Timelinesso Celebrity o Shock Value (Controversial?)o Interactive

choose your own adventure!

• Choose Genreo What's the tone of your piece?

Comedy? Drama? • Choose Length

o YouTube generation has a short attention span

o ideal length ~ 30 seconds to 3 minutes

EXAMPLES

           Imitation:    The Real GI JOE     Timeliness:   Kanye Interrupts Obama      Celebrity:   Don't Vote Shock Value:   Giant Water Slide 

Fusion of Models: Cloverfield 2 Trailer

SUCCESS OF CLOVERFIELDC

 • Sparked

Controversy• Users engaged in

discussion• Speculation and

predictions on over 100 film blogs + New York Post

• Over 130k views total

CHOOSE DISTRIBUTION STRATEGY

• Organic - Upload and Socializeo Youtube, Break, MySpaceTV, etc. 

 • Paid - Buy Advertising Through Paid Channels

o  Ad Networkso Video Ad Networkso YouTube Promotion

• Viral - Create the Buzzo Social Networks / Viral Seedingo Word of Mouth

ANALYZE RESULTS

REITERATE IF NEEDED

  • Where are your views coming from?      • Where else can you hit your target audience?

 

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