Making the Most of YouTube

By Chris Ilcin, Account Superintendent YouTube has become the prime research tool on the web. With a staggering breadth of content and connected communities for almost every niche, it’s definitely earned a place in your marketing efforts. If you don’t have a video program yet, check out articles here, here and here  on how to incorporate video. In the meantime, if video is already a part of your efforts, here are a few simple guidelines to making the most of the content you post: No Channel is an Island You can’t make your channel a one-sided affair. Make sure you get into as many “networks” as possible by subscribing to other channels, i.e. trade organizations, publications, online reviewers, people already using your products, etc. Engage Frequently Don’t be a passive subscriber. Like videos and comment, even if it’s just “great video.”  The more you put your channel out there, the more likely people are to find it. Forget Who You Are When it comes to video tags and descriptions, think like a potential customer, rather than as a salesperson. Don’t use product numbers or use common terms, instead, put yourself in the shoes of someone just starting a search, with no prior brand loyalty or knowledge of the industry, and then tag accordingly. 13777read more >

6 Tips For Using Video to Tell Your Story

By Rachel Kerstetter, PR Engineer Producing and using video content effectively has been a popular conversation topic around the Sonnhalter office. I had the opportunity to attend a presentation on storytelling with video by Chris Miller, director of the Akron Digital Media Center and editor of the Akronist.com. I asked Chris if he would be willing to share some ways that video helps tell a story or some tips on using video, here’s what he said: Because we live in such a visual culture, video has become a crucial means to communicate a message. Make sure your video is short and to the point - under three minutes is ideal - and be sure to focus on your audience and your message. The more personal you can make your video, the more effectively it will reach your audience. We relate to personal stories about everyday people. Profile a client or end customer - tell their story in their own words. Keep mobile on your mind when creating your video. Many people may watch it using mobile devices. So, again, shorter is better. Also consider posting Vine and Instagram videos with succinct messages. A compelling story is much more important than technical aspects (like special effects). A well-told story will transcend a lack of resources. Use B-roll (supplementary footage that helps alleviate the "talking head" interviews) and plan out your video by listing shots and locations ahead of time. A little planning will save you a lot of time in the editing process. About Chris: Chris Miller is the director of the Akron Digital Media Center and Akronist.com, as well as a community investment officer at Akron Community Foundation. Chris has more than a decade of digital and print journalism experienceread more >