By Jill McCubbin
There are two specific business benefits from creating low-cost viral video content for Web sites such as YouTube and Revver, and both benefits can yield high Return On Investment (ROI). Posting a video online can increase Web site visits by thousands or in spectactular examples, millions. Producing an online video can also earn ad revenue for your business – this second benefit is available at Revver.
Wikipedia shows YouTube gets over 100 million views each day, and, with the most views per day, is classified as the most popular video sharing site. Well-tagged and titled videos posted on YouTube are likely to get more views than those on Revver. However, Revver attaches advertising to user-submitted video clips and shares all ad revenue 50/50 with the video creators. Revver also embeds tracking technology into each video so a business can monitor its video views. These unique strategies attract many “business-minded” video creators to Revver and away from YouTube.
Online videos are no longer glorified home movies or entertaining stunts. Many of the most successful online videos were created specifically for business reasons. In addition to the accessibility of online videos, viewers are drawn in by such features as built-in online community rating and commenting systems that reward video “excellence”, video subscription options, RSS feeds, social bookmarking and improved video resolution.
As of August 1, 2007, Blendtec, a small appliance manufacturer in Utah, was YouTube’s 26th most subscribed to video producer of all time. As reported on PodTech, Blendtec had amazing ROI for their first $50 marketing spend. Within five days after its debut, Blendtec’s first video referred over 6 million visitors to WillitBlend.com. Now, less than one year later, Blendtec has a series of videos that can be watched or subscribed to via YouTube or Revver. Blendtec also hosts the popular Will it Blend blog as the result of its video successes.
In another online business video example, Donna Bogatin, Digital Markets blogger for ZDNet, reported that the Extreme Diet Coke & Mentos Experiments video, created by Fritz Grobe and Stephen Voltz, yielded $25,000 in ad revenue share from Revver for over 4 million views, and the video continues to be popular. As of August 1, 2007, it had 10,800,540 views (since May 31, 2006). Bogatin also writes that Grobe and Voltz specifically chose Revver and continue to choose Revver to make money off their “product friendly” videos.
Alec Saunders, who blogs about technology, business and politics, rated Revver 5 out of 5 and YouTube 2 out of 5 based on a variety of criteria. Alec says Revver gets better results in the business community, allows ad revenue sharing, and with Revver you can track whose viewing your videos – which opens further opportunities for market outreach.
And one last piece of evidence in favour of creating a viral video for your business: Take a look at this viral video featuring market2world communications. This video, the second in a series of three highlighting technology enterprises in Almonte, Ontario, was created as part of a cultural sponsorship for the Puppets Up! Arts festival. The video mini-series garnered over 2,700 views, and resulted in six follow-on articles in mainstream media, including the Ottawa Citizen, ITBusiness.ca and CTV - CJOH’s Tech Now. Tech Now’s feature broadcast on viral video was directly inspired by the market2world puppetcast video successes.
(Jill McCubbin is a Communications Architect with market2world communications Inc., Canada's Web 2.0 tech product launch and public relations agency.)