Online Video Marketing: Basic Tips And Advice From A Video Marketing Evangelist - Lasse Rouhiainen - Part 1
If you are struggling to understand the fundamentals of online video publishing, as well as how to use videos to do marketing, this video article with Lasse Rouhiainen gives you some good basic information on how to get started.
Lasse Rouhiainen and Robin Good - Photo credit: Robin Good
Lasse Rouhiainen is a passionate YouTube video publisher based in Alicante, Spain. Lasse who is a passionate video marketing evangelist, works a lot with the tourism sector, helping travel agencies and professionals get familiar and proficient in their use of online video to market and promote their offerings.
Having Lasse been a long-time fan of MasterNewMedia by sharing and commenting back on much of my work, I have kindly invited him to join me for an online video interview focusing on the basics of online video publishing and marketing. What I wanted to get from him was some simple and immediately applicable suggestions on what is probably the most difficult part of a video publishing career: getting started.
Which is the main mistake that people make when publishing videos online?
What is the ideal length for a video?
How to choose a good topic for your next video?
How to get a video to be viral?
Online Video Marketing - Video Interview With Lasse Rouhiainen - Part 1
Duration: 8' 43"
Full English Text Transcription
Robin Good: Hi guys this is Robin Good from Rome, Italy, and today I am with Lasse Rouhiainen, who's not where you think he is, because yes, he's from up there in the Scandinavian countries (he will tell us more about it), but he's somebody who has moved as a pioneer away from his nice and sunny warm land down to the cold, icy south of Spain (ironic tone). Is that correct?
Lasse Rouhiainen: That's right, thanks Robin for inviting me. I'm here in Alicante, it's just another place in the Mediterranean like you. We're neighbors, kind of.
Robin Good: Good! And why did you decide to go the way down to Spain?
Lasse Rouhiainen: When I came I just had a job opportunity. I had faith because I really liked the weather, and nowadays thanks to Internet you can work wherever you like. I really like the weather here, and the atmosphere, and the Mediterranean lifestyle.
Meet Lasse Rouhiainen
Robin Good: Fantastic. I got Lasse here, because Lasse is an interesting guy who's working on how to market your videos on the Internet, how to make your message effective by using video.
He's also part of a major public training evangelism program on how to better use new media, that is part of the Spanish government sponsorship for creating a better culture around the use of these communication tools.
He acts like some kind of expert, tutor, advisor, to many people, especially in the filed of tourism, to help these agencies and these tourist operators understand how they can use YouTube and similar services to get their messages out.
Did I get this correct?
Lasse Rouhiainen: That's right, yes.
Main Mistake in Video Publishing
Robin Good: Good. My first question to you Lasse, because my readers like you are very much web publishers of all kinds, is: what have you discovered, while you've specialized in this sector of video publishing, is the number one mistake that people make when they put their videos up on YouTube?
Lasse Rouhiainen: I would say that the number one mistake is that they wait until the video is perfect. They want to be like Tom Cruise or Penélope Cruz. They like to be like actors and in online media today and Web 2.0 you just have to be yourself.
The number one mistake I would say is that people want to act like somebody they are not, or they are waiting too long before they start to do a lot of videos.
The most important thing it's the same as thinking that you would have some customers visiting your office, and you would have a chat with them. It's a simple step, and I think now in 2009 more and more video content will be in different formats on the Internet.
We just have to be ourselves. Click the "play" button, and just record how we are and what we do and communicate better with our customers.
Ideal Video Length
Robin Good: That's cool, I fully agree with you. One thing that most people ask me nowadays, when it comes to video, tough, is: what is the ideal length of a proper clip? Is there an ideal answer for everybody? Lasse, what do you think, what's your take on this?
Lasse Rouhiainen: First of all, you can use video in so many formats. You can do video which is like half an hour, or one hour video where you show a conference or something like that, and that kind of video is kind of like a relationship building video or credibility video.
Then you can do short commercials, which are only like 10 seconds or 20 seconds, or something. It really depends a lot.
I would say that when you start, I would start by doing a series of short clips rather than one really long one, because when you are trying to do long one, when you start you just get nervous.
Start with selecting like two or three topics that you like, and your customers like, and I would do a video series of those topics. And those videos would be something like two minutes or under 2 minutes. One
minute, two minutes. That's a good way to start.
How to Choose a Good Topic
Robin Good: Next question people ask me then is about what topic... how should they go about it.
You're serving a specific audience, which in theory is speaking about touristic destinations. Do you recommend to these people how to take their specific topic, how should they find something that they feel compelled to talk about and that they get a little emotional and interested while presenting, and not being boring when they present? What do you say to them?
Lasse Rouhiainen: Yeah, that's a good point, and I would add that I also work with other sectors, but tourism is by far the biggest.
I would think that it's the same question, as you have to think what your customers need to know right now about yourself, about your products and services.
Try to think what kind of questions your customers are asking, and make a video based on those questions. You can use surveys or you can think what your customers have been asking before.
Just try to focus and think about the video from the viewers' point of view, and don't just talk about yourself and how great you are and all those things.
Just focus on the viewer and the customer who is watching the video.
That way the video would be really interesting, and that way it can also become a viral video where people start sharing it, if they find it that it's adding value and is something useful.
Robin Good: You talk about viral video.
Everybody says "I want to get a viral video", but while the definition is somewhat clear to everybody (that is somewhat of a video that gets spread by word of mouth and people telling other people more and more rapidly so that you get thousands and thousands of views), the strategy behind getting a viral video, is that something that you have a formula for?
Lasse Rouhiainen: Let's say that is something that I have opinion about. I would say that most people like to do viral videos because those are the videos that they hear in the newspapers, on TV, or Internet.
But rather I would think that I would like to do video marketing which is profitable, it means that it can move your products, or move your business ahead, or get you more customers or get better relationships.
Rather than having one viral video that has millions of views, I would do several videos that don't have millions of views, but have let's say hundreds of viewers, and those viewers are in your target market. That way it would be much better for your business or whatever you're doing.
I think viral videos... it's really cool to talk about it, but in my opinion there's a lot of viral videos that are totally... they're just viral, there's no business behind.
They're just one million views and no call to action, and nothing.
I think people get distracted there. They think that "the only way for using video in my business is that if I have one million views".
That's my opinion. We have to think of it as a bigger picture, and not just focus on viral video.
Robin Good: Great answer indeed. I fully share what you say, and I'm going to take up your advice immediately.
For the many other interesting questions that you guys may have for Lasse, you got to come for the next part, because this is only part one of several ones, I guess. Giusto Lasse?
Lasse Rouhiainen: Yes, that's right.
Robin Good: Talk to you in the next one! Thank you Lasse, see you soon!
Originally shot and recorded by Robin Good for MasterNewMedia and first published on January 8, 2009 as "Online Video Marketing: Basic Tips And Advice From A Video Marketing Evangelist - Lasse Rouhiainen - Part 1"
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