Hot videos – Using a YouTube sensation to reach your audience

One of the most enjoyable parts of being involved with video is finding a way to reach an audience. In some instances, the content lends itself to a more “creative” approach. In others, it can be a real challenge to figure out a way to connect with viewers.

Over the years, we’ve certainly had challenges and always enjoy figuring out a way to engage viewers. For example, 522 collaborated with the Institute of Scrap Recycling Industries to develop a series of training videos focusing on key safety issues. But, these weren’t your “everyday” training videos. We were tasked with developing a series of training videos that would resonate with scrapyard truck drivers – an audience not used to absorbing training content on a regular basis.

In order to reach the audience, we created a character called “Dave.” This character had a surly disposition and his unique personality really hit home with viewers. The character proved to be a key asset in breaking down communication barriers between safety managers and truck drivers. The project garnered several thousands of views as part of a dedicated safety microsite. The series still plays on and provides helpful tips for truck drivers across the country. Recently, 522 captured a national Telly award for one of the episodes.

A few days ago, I came across a series developed by BankRate.com. As you might guess, financial terms and processes can be a little dry. A discussion around interest rates and mortgage loans doesn’t excite me too much, that’s for sure. However, BankRate.com has capitalized on the YouTube viral success of hotforwords.com and used the very attractive Marina Orlova to get their messages across. In some ways, it is difficult to just have audiences click the “play” button when they know the subject isn’t too exciting. In this scenario, the audience at least will be encouraged to check out the video content – just from viewing the thumbnail.

We’ll have to wait and see how this series unfolds and if the audience responds. In any event, I applaud BankRate.com for taking a risk and really making an effort to reach the audience. Checkout one of the episodes below.

Resources

Creating a video doesn't have to be complicated. Here are a few resources to help you along the way.

  • New to Video?

    A first timer's guide to
    producing video.

    Get the Book
  • How Much is
    a Video Worth?

    A complete guide to
    calculating the ROI of video.

    Get the Book
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