What you haven’t heard are the following three counterintuitive tips guaranteed to help you plan and post more engaging videos:
1. Forget brainstorming—try “brewstorming.” “The fewer cooks in the kitchen, the better,” says Webby-winning video producer Ty Stafford, who helped populate Red Bull’s YouTube channel before joining Omelet as content strategy manager.
He warns that too many egos and ideas can hinder creativity. “People become too nervous to open up and share,” he explains.
That’s why he recommends bringing in just one client-side decision maker. “Then add just three people from your team,” he says. “They should include a strategic director, someone from creative and a videographer or production staff member who can make sure the ideas discussed can actually be shot.”
You don’t want to pitch the client an exciting idea that’s unrealistic. “A videographer will help manage everybody’s expectations,” Stafford says.
Unconventional locations can help foster more successful video brainstorming. “It’s not inappropriate to hold a brainstorming session at a happy hour,” he says. “Keep it loose, take notes and have fun.”
Stafford adds that having beers in a comfortable setting can also help the client feel like a part of your team. “For example, we have a sick office with a full bar and beer on tap,” he says.
Register for PR Daily’s Sept. 8 webinar “Dominate YouTube: Create a Popular YouTube Channel with Winning Videos” to launch or improve your video presence.
2. Loosen up—eschew storyboards. “I personally don’t like using storyboards for social media video,” Stafford says. “You need to be quick and agile—otherwise, you’re limiting what could be created in the moment.”
Young social media firebrands are dominating online video because they’re not shackled by storyboards or a complex content creation processes.
“It’s shoot first, ask questions later,” Stafford says. “Why limit yourself? Instead, find out what’s working on the fly. That’s how you’ll find new, fresh ideas.”
3. Save your money—don’t pay “influencers.” More clients are approaching Omelet with requests to place their brand with video bloggers.
“Placement with influencers isn’t worth it unless the vlogger is willing to give you full audience analytics,” Stafford warns. “You could end up spending anywhere from $7,000 to $70,000 for what is essentially a media buy without knowing exactly who you’re reaching.”
Don’t view it as paid media. “Look at it instead as a collaboration with a vlogger,” he says, “but only if the vlogger has shown a prior interest in your brand.”
YouTube star Tyler Oakley, for example, frequently mentioned his love for Taco Bell. “They took note and invited him to Taco Bell’s test kitchen,” Stafford says. “They had him create a unique Taco Bell menu item.”
The result was a unique, long-term partnership instead of a pay-to-play scenario.
“Not doing it this way usually results in an inauthentic and expensive program that’s nothing more than another influencer hawing yet another product,” Stafford says.
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Ty Stafford will share more tips in PR University’s Sept. 8 webinar, “Dominate YouTube: Create a Popular YouTube Channel with Winning Videos.”
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