Video-sharing websites such as YouTube and Vimeo have made it easy for companies to have a dynamic presence online. Despite this, many companies still don’t use the medium to its full potential.
A good example of an organisation using video to attract stakeholders to their platform is Digg. Digg is a technology news aggregator that aims to feature the best videos the web has, to share with its audience. But Digg also has a blog and a content-rich website that attract an audience to their products. The Diggnation show is a weekly ‘’tech/web culture show’’ hosted by Alex Albrecht and Digg founder Kevin Rose. Diggnation is classic thought-leadership content as it’s not just about Digg and its products. The show proves to be very popular because it’s easy to understand.
David Meerman Scott makes a compelling case for using video to communicate with your stakeholders in his book The New Rules of Marketing and PR. One benefit of producing a video for your organisation is that the media, bloggers and others in a position to name-check you on their platform, tend to like to watch videos to get story ideas.
He recalls receiving a letter from a student who attends the University of Pennsylvania. She explained how she chose to apply to UPENN because of this video she saw on YouTube – she fell in love with the university before even having a chance to visit.
This story is certainly not unique – organisations are looking for your services right now. They go to Google and the other search engines and they ask their friends for advice. Frequently what they find is a video. Will you be in it?