Online video is officially a mainstream communications vehicle, thanks to the emergence of platforms like MySpace, interactive message boards and, above all, YouTube.
Since its entrée into cyberspace in February 2005, the video-sharing tool has quickly become one of the hottest destinations for Web surfers. What's more, it's developed a
stronghold in communications portfolios of many corporate powerhouses, which harness its viral power to great effect. But, as with all technological advances, it takes
strategy and planning to reap the benefits and avoid the dangers. Here are a few tips for navigating YouTube's treacherous waters:
Understand the technology. As a PR executive, you likely already produce (or facilitate the production of) videos for your online newsroom or promotion materials.
Regardless, when broaching the creation of a video specifically for YouTube, it's important to know the technology required. Any device that records in .AVI or .MPG formats
will be supported by YouTube, and these formats are included in any number of devices: camcorders, Web cams, digital cameras and even cell phones. Then, it's just a matter of
having a USB or Firewire connection to send the video directly to your computer. Once the video is on your computer, YouTube's keepers recommend saving videos as either
QuickTime .MOV, Windows .AVI, or .MPG files. They specifically recommend the MPEG4 (Divx, Xvid) format at 320x240 resolution with MP3 audio. Once the video is uploaded, you
must choose at least one category and enter at least one tag to describe its content. This must be done wisely, as it determines how people find your video.
Understand the audience. YouTube is the Woodstock of online forums. The freewheeling nature, shock value and creativity are all there in full force. But just because this
bohemian video culture challenges traditional communications efforts doesn't mean PR professionals should only use the platform to target "technorati" audiences or the 18-34
demographic. Study after study has shown that everyone from soccer moms to senior citizens spend time online perusing video content. Thus, it behooves certain companies to
use YouTube to reach, say, middle-aged women, a la Dove. That said, also realize when your target audience is not YouTube-appropriate. A financial services company might not
be a prime candidate for YouTube productions.
Remember that tone is essential, but length is not. Online videos meant for newsrooms must be trimmed into short clips; on YouTube, length is less of a concern. However,
the tone of the video must be captivating, engaging and, if possible, a little quirky. YouTube is not the place for stock video or dull, pre-packaged promotions. These videos
should engage the consumer in a "dialogue" by showing behind-the-scenes information about the company, or by highlighting the personality of the company. This is the prime
forum for humanizing your brand.
Make sure the YouTube lifestyle is in your blood. As mentioned time and time again, a strong corporate culture is the greatest defense against the unpredictable movie
critics waiting in the shadows to pounce and turn your hard-won effort into fodder for jokes. A corporate culture that is strong and self-assured speaks volumes, and it will
often inspire consumers to sing its praises online as well. For example, Southwest Airlines boasts a long list of complimentary videos, but the majority of them were posted
by happy customers. Doritos has also harnessed the power of user-generated content by inviting chip connoisseurs to post their own advertisements on YouTube - some even made
it to the Super Bowl.
Don't turn a blind eye. No matter how fantastic your video is, there will always be someone out there to lambaste its message, style or content. The PR team must be aware
of this going into the situation, and they must remain unemotional about criticisms. That said, they cannot drop a video onto YouTube and then never look back. Monitor the
viewing numbers and the comments; you may be surprised by some viewers' praise - and by their constructive comments on how to improve an aspect of your business.