Using casual conversation to boost internet video advertising
Posted on Aug 29, 2012 by YuMe
To boost the effectiveness of their online video advertising, brands and agencies may want to consider the advice about "optimized schmoozing" that Greg Jarboe, an SEO and public relations professional, recently shared on Reel SEO. Making quality in-person connections with influential bloggers and other "influencers" can significantly help boost the profile of video advertising online, according to Jarboe.
According to Jarboe, an increase in the number of people making and talking about online video content over the last few years has created a crowded space where lots of players are jockeying for maximum influence. With in-person interactions, it becomes easier for one to stick out in the minds of influential personalities in this crowded marketplace. For this reason, Jarboe stressed the importance of attending conferences and other industry functions, but also of creating in-person events similar to those held by YouTube Creator Clubs, which tie into online advertising efforts.
"[I]t’s becoming harder and harder to stand out from the crowd," Jarboe wrote. "Fortunately, only a small percentage of [online video creators] have schmoozed with influential individuals face-to-face. That’s why even a little bit of face-to-face schmoozing with influential individuals is the tell-tale sign of optimized schmoozing. It sets you apart from the vast majority of the other partners who are only known by their names or recognized by their avatars."
Once quality in-person communications have been established, the influential personality is then going to be more receptive to the online communications and work from those video advertisers.
How to establish face-to-face contact
She said events structured around networking can make people tense, whereas a more casual atmosphere like a dinner is more likely to establish trust between the two parties. Jarboe similarly suggested that video advertisers invite influencers, like prominent bloggers, to a meal or casual sit-down. This is also in keeping with the advice in the second edition of the YouTube Creator Playbook, which advised content creators to interact with YouTube users as well as bloggers/site owners and those who have a lot of influence in the social media realm. Networking has always been a key business practice, but in an age of online social networks and viral videos, Jarboe said it is crucial to remember the power of in-person connections to drive viewership.