Drew McLellan

On Tuesday, I attended a marketing workshop by Drew McLellan. I was amazed when Drew said that Youtube is now the second largest search engine right after Google. In Drew’s blog, he talks about how to use video clips to get your message out. 
 
 Is viral video for you?
by Social Media and Marketing expert Drew McLellan
The proliferation of smart phones and the widespread acceptance of YouTube suggest that if anything, video is only going to become more important and more common as times goes by.  

Video viewing is enjoying double and triple digit growth and there’s no sign of it slowing.

When we think “viral video” we think about those funny moments like the Blendtec “will it blend” series or the wedding party entrance that spread like wildfire across the globe.

Characteristically, these tend to be funny and short.  Really, they’re the Super Bowl ads of viral video.  Their goal is to be talk worthy and sharing worthy.
But what if that’s not what you need?  Let’s say you’re the Marketing Director for a regional B-to-B company.  Viral video shouldn’t be on your radar screen — right?

Not so fast, my friend. 

If “I want lots of eyes” viral video is the Super Bowl of the medium, then the “I want to educate you” may be the high school social studies class film equivalent.  You remember those grainy black and white films that were short on entertainment value but long on content.  These are characteristically lower budget/quality production, a bit longer in length and usually not going for the funny bone.  

Their purpose is very utilitarian — to teach.

These types of videos are never going to win an Oscar.  Nor will they be frantically shared on Facebook and via email.  But that doesn’t mean that they’re not effective.  

Assuming you have a certain level of production quality — using video this way is an effective way to:
* Educate your consumers
* Convey your products truths
* Establish you as an expert

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