Neil had an article published on the popular marketing website iMedia Connection today:
8 Secrets for Viral Video Gold
As a brand marketer, you have wisely decided to tap into the ever-growing online pool of consumer talent for consumer-generated video production. But now what? Where do you start?
Before you dive in blindly, it is vital to understand the nature of this new creative world. Consumer-generated video production has evolved to engage the prowess of independent, semi-professional and professional videographers. These can be the guys who do video montages for weddings and bar mitzvahs, but in their spare time, they create high-quality, low-cost video productions. Often, their hobby turns into a desire to grow their expertise and eventually land a full-time job as a commercial producer.
This group of semi-pros is joined by boutique creative shops that are also tapping into the success of consumer-generated video production. They are often trying to break into securing gigs with big brands but haven’t yet had success breaking down the barriers-to-entry imposed by marketing departments and big ad agencies. One of the keys to consumer-generated video success is to listen to and take into account the varying motives of consumer ad creators and videographers to maximize the potential of the channel.
Tags: imedia, neil perry, viral, video, advertising, how to
