There’s a ton of sage advice about how to do – and not do – online video at this link.
The most sage of which is that companies and candidates can’t just shoot for one viral video – it’s really about opening up an ongoing dialogue with the audience(s) they want to reach. Here’s a clip:
By now, most companies understand blogging. And everyone knows you’d never create just one (even great) blog post and be done with it. No matter how popular that post was, just one blog post is not likely to provide long term value for your brand. You need to continue creating posts over time until you have a large opt-in audience that’s consistently spreading your content organically. Consider the fact that a web video is not too different than a blog post. Successful text and video are both content formats that can be passed on socially, and successful archetypes of each share similar qualities.
Yet, the business world seems to place web video up on a pedestal as if it’s some magic animal that plays by different rules merely because it’s video. The rules are not all that different, and apply for both formats of content for it to spread socially. Creating one video that catches on may be nice, but this does not take advantage of the larger opportunity the web affords: to build up an audience of true fans who genuinely want to follow your every word carefully.
Filed under: Marketing, Online Video, Staging | Tags: arizona, immigration, jan brewer
Wow – this is one great online video from Arizona Gov. Jan Brewer.
Regardless of what you think about Arizona’s new immigration law, this video is extremely effective for a lot of reasons, one of which is that Brewer got out of the studio and produced the video on location. Too many candidates and elected officials fall back on the stale, boring law-book backdrop when they should be out where the action is. In this case, the middle of the Arizona desert.
It’s also an online video that’s specifically produced to be – get this – an online video! It’s not a cliched political TV ad that’s become a parody of itself and then posted on YouTube almost as an afterthought.
And perhaps most importantly, it shows Brewer acting as a citizen journalist reporting relevant news. She could have issued a news release or written an op-ed attempting to call attention to the folly of these signs, but doing so never would have had the impact of this video. It actually breaks news, which is where the power of online video ultimately lies.
I think the only thing Gov. Brewer’s team could have done better is to get her statement done without any edits. It’s only a minute long and relatively extemporaneous, and they drove all the way out there to tape it – better to do it a few times to get it right without any stumbles than to have an awkward edit in the middle.
Still, very well done, Governor Brewer! Looking forward to your next production…
Here’s a a cool video roundup of fans around the country celebrating Team USA’s last-minute goal in the World Cup yesterday.
UPDATE: Here are all the reactions linked above, plus many others, all in one great video:
Filed under: Censorship, Online Video, Protest | Tags: doug gansler, maryland
Randy Balko over at Reason has news of another Marylander who was recently arrested for videotaping a police officer.
You’ll remember that last week the Washington Post reported that another resident is facing up to 16 years in jail for posting video of a plain-clothes cop who aggressively approached him with his handgun drawn during a traffic stop.
Maryland Attorney General Doug Gansler needs to put a stop to this insanity immediately.
Simple, well-timed, and very effective. Of course, if Bush had acted like this, the establishment media would’ve produced a video like this instead of the DNC.
This Washington Post article should send chills down the spine of every citizen journalist / videographer in the country.
In a nutshell, here’s the deal. Guy on motorcycle gets pulled over for speeding. Plainclothes cop comes at him with his gun drawn. Turns out guy on motorcycle has small video camera mounted on his helmet, posts video of aggressive cop on YouTube. Six cops later raid the guy’s house, jail him for 26 hours, and now he could spend up to 16 years in jail for “illegal wiretapping.”
Are you frickkin’ kidding me?! Maryland and every other state that has outdated wiretapping laws needs to update them to reflect that videotaping public employees doing their jobs – especially law-enforcement officers in public places like highways and sidewalks – does not qualify as illegal wiretapping.
This isn’t wiretapping – it’s transparency. Yes, sometimes transparency is a bitch, particularly if you’re a cop who may be abusing his power or a United States Congressman who’s assaulting a college kid who asks a harmless, if politically inconvenient, question.
Until these laws are updated, though, be careful out there. Videotape discretely and post anonymously if you’re in Maryland.
Filed under: Online Video
Once again, a bone-headed politician completely mishandles a political opponent with a Flip video camera.
Actually, in this case, Congressman Bob Etheridge of North Carolina MANhandles a camera-toting college student as he literally assaults the kid.
Memo to all politicians: don’t be this guy:
Then go home to Poland already…