Here is the first in a new series of short updates to keep you current on the rapidly evolving world of video marketing. Lately I’ve been spending roughly 7 hours a week keeping up on the latest information and opinions. I’ve also been evaluating various platforms and technology. My goal is to share what I find and offer my two-cents in less than 400 words and/or a video. If I am successful, regular readers will have a clear idea of how best to leverage video in your marketing strategy.
YouTube’s Playbook For Brands
It’s been less than a month since YouTube published its “Creator Playbook for Brands” and already it is being regurgitated as gospel and taken out of context by some who really should know better.
The tip for this week is this: before following tips from “experts”, make sure it is appropriate for the size of your business. Sometimes you need to read between the lines. Youtube has a “Creator Playbook” and also this latest “Creator Playbook for Brands”. They should say “REALLY BIG Brands” because the advice they give takes extraordinarily deep pockets. I work with companies up into the $200 Million revenue range and YouTube’s suggested approach is NOT in their budget.
Nonetheless, the Playbook for Brands is being trotted out as the latest information everyone needs to know. Forbes says that it, “myth-busts some misunderstood fundamentals about creating content and helps digital-savvy marketers understand what makes top channels tick”. What? Like start with $100K in paid advertising?
Unfortunately video marketing is new enough that too few bloggers are savvy enough to understand how much all this stuff really costs. In mainstream business publications, even my larger clients would laugh out loud if they read an article advising them to grow their business by acquiring the leading innovators in their industry. I’ve been making videos a long time and I’m laughing at the spinning of this playbook.
It’s not that there isn’t value in knowing what the big kids do. Most of us in small business have read about the exploits of giant corporations. It’s just that the solopreneur knows to ignore the recommendation to create a detailed incentive plan for the sales staff.
Just keep your eyes open for advice that’s too big to swallow.
*This is the first in my weekly series of video marketing updates and tips and I promise that I will get to what IS a good video engagement strategy for solopreneurs, small companies, and companies in the $20 to $200million range.
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