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Originally published in SiteProNews, January 10, 2008

The idea of companies using video for Web marketing is still new. Some companies are certainly experimenting, often by embedding video, typically hosted at YouTube into their existing blogs. The fact is, some of the best online video comes from unlikely sources.

Another fascinating example of a viral form comes from Tubes by Adesso. The campaign included a YouTube video, a press release, and a landing page. Sometimes a series of videos, works well as a mechanism for people to download additional information from the marketer.

Organizations of all kinds are now busy posting content on the internet, and sending people links to the content or hoping that it goes viral. Creating a simple video is really easy; all that's required is a $300 digital video camera-or even a mobile phone-and a YouTube account.

There are all sorts of enhancements and editing techniques to make video more professional, but some organizations go with the grainy and jerky homemade look. Other companies create a regular series of video content that might be delivered through a vlog, an online channel at a company site, or a vodcast, which can tie into a syndication component with iTunes and rss feeds.

8 tips that will help with creating a successful video

Tip #1 creating a video is easy, and posting on YouTube is free. Copy to your computer, and then either upload or edit it, with such software as iMovie or Windows Movie Maker to add titles and special effects.

Tip #2 Your video should be no longer than two minutes (preferably less) - think very short. Although YouTube will accept a video that is less than 10 minutes (smaller than 100MB), try to make it between 30 seconds and two minutes.

Tip #3 Make your description clear and specific to best promote your video, create an accurate and interesting text description. Use descriptive keywords and language that people will use when they search for videos like yours.

Tip #4 Don't attempt stealth fake customer insertions. Some companies attempt sneaky, stealth insertions of corporate-sponsored video in a way that makes it seem like it is consumer-generated. The internet community is remarkably skilled at ratting out inauthentic video, so this approach is likely to backfire and cause harm to a brand.

Tip #5 Consider inviting your customer communities to submit video. One of the most effective ways to use this technology to drive viral marketing is for companies to develop a contest for people to submit their own video, which then is made available for others to see. Would-be directors are given prizes, and the best videos are usually showcased on the company site. In some cases, the winners are played on TV as "real" commercials.

Tip #6 Sometimes a series of videos works well as in the case of "Will It Blend.

Tip #7 Tell everyone. When you upload your first few videos, you are likely to hear a deafening silence. You'll check your video statistics and be disappointed by the tiny number of viewers. Create links to your from your home page, product pages, or online media room. Mention your video in your email or off-line newsletters, and create links as part of your email signature and those of other people in your organization.

Tip #8 Make sure bloggers know about the videos. Give them a link, or comment on other people's blogs (and including a link to your's) is a good way to build an audience. If you comment on blogs in the same space as yours, you might be surprised at how quickly you will get viewers to your video. And while your competition is still trying to figure out "that blogging thing," you can tap into this world, and leave the competition behind. Content on the Web takes many forms besides video, including an effective content-centric site, webinars, blogs, and podcasts. Have fun with it and experiment for best results.

Linda DiMarco is an editor at Women Business Magazine. Check out the December issue for Herbal Female Libido Enhancers at: http://www.womenbusinessmagazine.com

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