New JibJab Spoofs TV News March 29, 2007
Posted by Nalts in : Viral Video , 5comments
The JibJab folks don’t create videos too often, but they’re worth the wait. Here’s the latest, titled “What We Call the News.”
It’s a hysterical portrayal of the parody called television news. This one features a visual cameo by Jim Meskimen, who is the voice of JibJab. Check out his site.
10 Steps to Finding a YouTube “Weblebrity” to Pimp Your Product March 29, 2007
Posted by Nalts in : Making Videos, Viral Video, YouTube, advertising, viral videologist , 28commentsDear, Brands.
As a marketer and video creator, let me assure you that you don’t have to feel guilty about wanting a video creator to pimp your product. It will make them happy, and provide your brand an important entry to “consumer generated media.”
So why aren’t you doing this already?
- You’re scared it will backfire… Don’t worry- just be transparent and pick your partners based on their videos.
- It’s too small of an audience… True you can reach more people with a stupid banner ad, but your typical YouTube viewer is going to be a “buzz agent” for you. So look beyond total views. Quality over quantity.
- Your agency isn’t recommending it… Of course not. It’s a lot easier for them to buy banners and provide reports on click thru’s and awareness. They’re not set up for this. The best brands (Coke and Mentos) are leading this from within.
- You don’t know how to start… That’s what this post is for.
Here’s how to conduct a grassroots promotion with YouTube creators.
Identify a pool of creators. Select from the most subscribed, the most viewed (this week), the most viewed (this week) or any other rankings you trust. Recognize that these can be deceptive. Some of the individuals with high subscriptions are there because they started YouTube very early and their following has grown with the site. Others have “one-hit wonders” that yield a lot of subscriptions but they don’t do enough videos to be worth your time.- Watch a few dozen of the creators to see if they meet your criteria. Are they accessible? Are they funny? Are they creating content where your brand could play a role? Do they have a lot of haters or controversial subjects? Ultimately if your brand is really cool, pick Nalts.
- Once you’ve identified a few potentials, create a YouTube account with your brand’s name. Then contact them via “send message,” and tell them you like their videos and be specific (mention a recent one). Send them free stuff with no strings attached. For example, send free product or branded merchandise.
- If they’re good to you (mentioning you favorably) then you’ve probably found a match. Watch the viewer comments on the videos to see how it’s received. Ask if they’re interested in an informal sponsorship. If they say yes, get on the phone with them.
- What will this look like? First, it will be totally transparent. They should acknowledge that you’re sponsoring them so they don’t look like “sell outs.” Second, you should never ask them to pimp your product or talk “on message.” Instead get them to weave your product into their videos — whether that’s wearing a Gap shirt or doing a funny video at Gap. This Mentos video is an example of how the product was part of a gag.
- The terms are up to you and your creators. Maybe you’re sending them $1-$5K for a well packaged video. Maybe you’re just sending them free product. Watch the feedback to see how people are reacting. Some YouTubers will be jealous and anti-corporate, so expect to see occasional slams. But dont’ be swayed by random data points. Look for a trend. Is it well received in the comments? Be sure your creator isn’t deleting negative comments, because you both need the learning. I committed to Mentos that I would not delete a single comment unless they asked me to or it was obscene.
- Keep in contact with these people. Don’t be a “fair weathered friend.” Drop them an occasional note letting them know you’re still watching and enjoying their work.
- Now for the tricky part. What do you do about other creators that express interest (but are talentless or have no audience)? That’s a case-by-case. Don’t ignore other creators that are interested, but let them know you’re still experimenting and learning and not ready to scale the program. Most of them will go away.
- Don’t forget there’s life beyond YouTube. If you create a nice viral video with your creator, seed it to other websites. Mentos, for example, bought space on Break.com where my “Sneaking Mentos into Movie Theater” was run as an advertisement. They also ran ZackScott’s Gremlins Mentos spoof.
- Measure the program like you would a public relations effort or “word of mouth” campaign. Look at it wholistically and not on a cost per impression model like online advertisers are using.
Free Ticket to “Consumer Generated Media” March 29, 2007
Posted by Nalts in : Online Video, Video Advertising, advertising , 9commentsI’ve heard so many brands talk about the importance of “Consumer Generated Media,” yet so few doing anything interesting. For the most part, brands have established little billboards far removed from highway exits. Why not get on the highway, guys? Fish where the fish are (to used a tired cliche).
I blogged in January about HappySlip’s Mac song. I couldn’t believe Apple didn’t jump on one of the most powerful marketing opportunities available. Sponsoring an Internet superstar. They still haven’t.
Then I saw this video by Christopher Mast (one of my favorite “up and coming” YouTube creators). Christopher is commenting on the controversial subject of “video blogging,” and sadly the video has a tragic ending.
What would it cost Rayban or another sunglasses manufacturer to respond to his joke and send him a pair of shades? Or maybe J&J to send him some bandages?
Sending free product to video creators with established audiences is an absolute no-brainer. Want to find out who’s creating buzz? Look no farther than the people that have YouTube subscriptions.
And I’m not just saying that as a creator that wants free stuff (although we both know that’s a bias here). As a marketer by day, I have to point out…
There are people with significant audiences that will delightfully plug your product at virtually zero cost. Why wouldn’t you jump all over this?
What is This Blog? March 28, 2007
Posted by Nalts in : Blogs on Video, Making Videos, Video, Video Advertising, Viral Video, YouTube, advertising, popular videos , 19comments
“Farting in Public” was just featured on the homepage of YouTube (thanks, editors!). This is my second time featured (last was for Viral Video Genius).
So this is a brief post to explain WillVideoForFood.com to curious YouTubers.
- To read about “Farting in Public” and Spencer, visit this recent post.
- To see Spencer’s sequel watch “Ugly Caricatures.”
- To read about the video creator, Kevin Nalts, see the “about” page.
WillVideoForFood.com is a blog devoted to online video. The site was designed to help video creators monetize their work through online video sites. It also addresses trends in online video, video creation, and video creation. Occasionally it highlights a video — especially if it’s an opportunity to plug my own work.
Sorry to put you regular readers through that.
Floating Hand Seeks Revenge on Poor Video Rater March 28, 2007
Posted by Nalts in : Killer Video, Viral Video, metacafe, popular videos , 8comments
We creators don’t take offense to poor ratings. But sometimes our body parts do.
Watch in horror as this video creator’s hand removes itself and pursues revenge on someone who ranked its owner’s video poorly. This type of reaction is fairly typical of users of Metacafe, since ratings determine a video’s eligibility into the profitable “Producer Rewards” program.
This video was created, using Adobe After Effects, by a graphic artist in Israel named Eran Solomon. He posts on Metacafe as Teasider.
Using Serialized Video to Engage and Promote March 28, 2007
Posted by Nalts in : Video Advertising, YouTube, advertising , 5comments
LonelyBloggers.com, a dating website, has produced a video series to help create word-of-mouth marketing.
Online viewers likely index highly among LonelyBlogger’s target customers. More importantly, the video series is entertaining (humorous, dramatic and sexy) and not just promotional.
In this first of seven videos, a video-production team approach Kyle and his girlfriend to allow them full “behind the scenes” access to their home. For a budget of $5,000 the company is now engaging thousands of its target customers.
Lily Tomlin vs. “I Heart Huckabees” Director March 27, 2007
Posted by Nalts in : Viral Video , 11comments
The New York Times reports that this ‘I Heart Huckabees’ outtake is the “talk of of YouTube.”
The video clip from the filming of the 2004 existential comedy directed by David O. Russell surfaced on YouTube and several gossip blogs last week. The 2 1/2-minute video shows the actress Lily Tomlin expressing her frustration at Russell, who retaliates by sweeping papers off the desk in front of her, kicking a part of the set, and knocking a lamp to the floor.
Candid Camera, Amateur Style March 26, 2007
Posted by Nalts in : Killer Video, Online Video, Video, Video Advertising, Viral Video, advertising, metacafe, popular videos , 39commentsWhen my “Bored at Mall” was featured on Break.com I was reminded how much people like real reactions to staged situations. It’s what made Candid Camera, Punked and “Trigger Happy TV.”
This weekend we did two similar videos, which are currently topping the list of most discussed and highest rated comedies on YouTube (see image below). It began when my nephew’s friend, Spencer, showed up at our house eager to make a video. He’s been watching my videos, and volunteered to do practically anything.
So on Saturday, we took Spencer to the library with a fart machine (see “Farting in Public” on YouTube, Revver or Metacafe). Thanks to Brad Aronson for inspiring this prank. If you select “more” below you’ll see the dozens of honors it has at the moment, including top-rated comedy of the day today (as decided by viewers).
Hundreds of viewers fell for Spencer immediately, so he showed up for more on Sunday. My patient wife watched the kids while we took Spencer to the center of town — where he posed as a talentless caricature artist. (see “Ugly Caricature” on YouTube, Revver or Metacafe). It was fun watching people react to receiving a stick-figure caricature from the hopeless illustrator.
What’s even more fun is watching how different people respond. For instance, most kids reacted immediately to Spencer’s fake farts. But adults tried diplomacy. And few wanted to insult Spencer’s art skills, so they mostly pretended to like his drawings. A few even gave him tips. I just sat there giggling behind the camera because I’m a grown-up adolescent.
If Spencer’s parents permit, we have more plans for the guy that reminds many of a G-rated version of the “Man Show” kid. I’m hoping he’ll wear a chicken suit and reluctantly hand out fliers for his dad’s new fast-food chicken restaurant. Pipistrello has already volunteered to play his angry dad, who gazes from a distance as Spencer quietely tells people the chicken has simonella.
P.S. I try to provide posts to YouTube, as well as to sites that share advertising revenue with me (Revver and Metacafe). YouTube is fun because you can read the crowd reactions. But if you’re going to post a link to these, I’d obviously prefer Metacafe or Revver… since YouTube still doesn’t pay.
Serialized Online-Video Drama Gets Facelift March 23, 2007
Posted by Nalts in : Online Video , 5comments
Regular readers of WillVideoForFood will recall that in December a collection of online video creators began a “participative video storyline” called GooTube Conspiracy. Initially this included a random plot based on comments and videos posted by the YouTube community.
More than 75 videos were created by random people on YouTube that had never since interacted. Some of us got together to shoot videos.
The story is now in the dependable hands of Kyle Pierson, who is a washed-up actor who fetches ketchup for a living. Kyle has turned a viral video series into what looks pretty close to a television show, but uses a cheap camera and an old PC that burns out when rendering. See the latest teasor here. He’s even given us a new logo (above).
The plot remains subject to the community, but the production values have increased, as Kyle (unlike Nalts) goes for quality not quantity.
For season 1, see the 76 videos in this playlist. For season 2 (currently underway) visit this GooTubeConspiracy channel on YouTube.
Can Peacock Crush YouTube? March 23, 2007
Posted by Nalts in : Online Video , 14comments
Fox (News Corp.) and NBC Universal said on Thursday they will launch a free online video site this summer, featuring full-length movies and television shows in a challenge to YouTube. (Source: Reuters/Yahoo News). The two companies have also enlisted Yahoo, Microsoft and TimeWarner (AOL) as distributors of the entertainment on their websites.The move underscores how serious a threat YouTube has become to media companies, which fear losing a new generation of viewers who are as likely to be found in front of computers as television screens.
Content will include such popular TV shows as “Saturday Night Live” on NBC and “The Simpsons” from News Corp.’s Fox network, as well as films like “The Devil Wears Prada” and “Borat” from 20th Century Fox.
“This is a game changer for Internet video,” News Corp. Chief Operating Officer Peter Chernin said in a statement. “We’ll have access to just about the entire U.S. Internet audience at launch.”
What’s WillVideoForFood’s take?
Based on Yahoo, AOL and MSN’s involvement I’m not sure this is an online video “site” at all. It sounds like a new distribution platform for NBC and Fox. This is motivated by the old “an enemy of my enemy is my friend” theory, but I do think it’s far more sustainable than previous attempts by networks to dethrone YouTube and others. For starters, it will have good content and a wide audience.
Is it the end of YouTube? Hardly. Will Google try a similar play for alternative content (with other networks)? Of course. In the end, this will all accelerate the space and raise the bar in online video. So bring it on.
Let’s also be sure that Yahoo, MSN and AOL aren’t idiots. Their deal with Fox and NBC is surely not exclusive.