Viral video seeding experts for B2B and B2C
Video seeding is critical to the success of your viral video marketing campaign. A great video is important but it’s not enough. Effective video seeding can create a viral effect, maximise the audience for your video, and ultimately your ROI.
At Hurricane we specialise in running video marketing and seeding campaigns for our own videos, as well as videos made by others. Whether you want a campaign from scratch or want to give a bit of a kick to a video you already have, we can help.
What is video seeding?
Video seeding ensures that your content is put in front of the right people at the right time to generate maximum awareness and create as much conversation as possible amongst the target audience. The success of these video campaigns is never down to luck.
There are a number of techniques that can be utilised to amplify a marketing campaign. Video views and engagement can be achieved via paid, owned and earned media, as well as blogger outreach.
Paid media placements are an effective way to promote your video content and achieve video views. It’s a simple cost per click system which is easy to plan, manage and analyse. In our experience, paid media works best with consumer-focused films.
Paid media operates as a media buy in the traditional sense. Essentially the advertiser has control over the message, and is renting space from the media owner to promote that message. Our Dance Star Mickey Mouse Vs Flawless video secured a number of paid placements, which worked effectively.
Instream ads, such as YouTube advertising works particularly well. A small fee per view places your video as pre-roll at the start of other videos on the second biggest search engine. YouTube is useful for marketers as they can target their audience by interest and search term. We’ve got a proven track record with YouTube advertising, and have found it really successful in B2B and specialised markets with hard to reach viewers.
Owned media is made up of the channels that a brand has direct control over. Websites, microsites, blogs and branded social media channels all fall into this category. Owned media is often viewed as the most cost-effective and versatile route, and it is an essential part of a seeding campaign.
However, owned media alone is unlikely to generate huge successes in itself unless a brand has built up a large audience of fans who can be relied upon to share content. Of course, now social media advertising is increasing, so the boundaries between paid and owned are blurring.
Earned media, or digital PR, is more important than it’s ever been in today’s communications landscape. To put simply, it’s the most effective influencer of consumer trust. The techniques used to gain this sort of coverage don’t vary hugely from the PR techniques of old and focus on building relationships with bloggers, journalists and influencers to engage with and share your video content.
Digital PR can work well with a B2B market as it can handle sophisticated messaging. We used these techniques with great effect for Astrium services. Why not read more about our Airbus Defence & Space marketing and seeding campaign?
Blogger outreach also works well where campaigns are tailored towards a niche audience. Our film for an international street art festival, ‘Who’s Lenny‘, was featured on the world’s largest street art websites and blogs driving thousands of views. We achieved all of these placements by asking website owners and influential bloggers if they’d like to feature our video. Bloggers want content which their audience will love. This means you need compelling, relevant content in the first place. Then you need to build relationships with and target bloggers who are the target audience for your video.
Video seeding – how can we help?
Whatever your understanding of video marketing we can help your campaign get in front of the right audience. Whether it’s a broad appeal consumer campaign or a tightly focused B2B promotion that needs to be seeded, we can help to either advise you or totally manage your campaign. We can take care your whole campaign from creating your content to viral video seeding and analysing the results. Contact us today to find out more.