Yes, I use YouTube. My favorite content on YouTube would be any funny video. Each day numerous funny videos are uploaded on YouTube across the globe. The videos are rejuvenating and are a source of instant entertainment.
Apart from YouTube the other video site that I use is Metacafe. There are around 40 million unique viewers every week on Metacafe. Unlike YouTube, this site does not allow duplicate videos to be uploaded. Another advantage of Metacafe is that if your video gets popular you get paid for it!
YouTube is undoubtedly the most preferred social media platform to post any video content for branding. The businesses should opt for optimized video search as this helps in placing their video on top of the displayed results. Allowing the videos to go viral and to create an instructive and useful video will attract more viewers.
A good campaign worth a mention would be that of Coke in December 2011. They created a video titled “There is a reason to believe in a better world”. The appeal factor of the video lies in the fact that when the people were worried to step in 2012 as they feared the world would come to an end, Coke gave them a reason to rejoice. They very smartly used kids in the video as they are the best medium to convey positivity. This strategy in turn helped Coke create an instant brand recall and positive connect with the target group.
The user generated content can be helpful but can be hazardous for the brand image if not monitored. Hence, the businesses should carefully monitor these. Social Media sites (for example its own Facebook page) should be tracked regularly to check if there are discussions about any videos that are defaming the brand. The businesses must take appropriate measures to nullify them. An internal response team comprising of the senior management, legal representatives and corporate communications representatives should address the concern.
Defamatory content should not be ignored, and appropriate action is necessary. The businesses can request the party to take the video off, mark them as inappropriate, delete the false comments on the video or respond to them. They can even respond with a press release or take legal action against the erring party. However, for legal action the content posted anonymously may lead to bad publicity, and high cost may be incurred on litigation.