Last week, in the first part of the 'promote' chapter of this series on how to run a successful online video contest, we talked about some of the ways you can utilize Paid Media to attract attention to your contest while still remaining on a budget. Today in the next section of the promote chapter, we look at ways of using owned media channels to increase awareness about your online video contest and drive users to your contest site.
Utilise your social channels (Facebook, Twitter, YouTube, etc.) to spread the word about your promotion. Some ideas include:
- Post popular videos to your Facebook page – The newsfeed is the most popular feature of Facebook with users spending 28% of their time there. By posting popular videos as updates they can be seen in the Newsfeeds of your fans, creating awareness of your contest and organically engaging them. Furthermore, when a fan engages with a video in the Newsfeed (by playing, liking or commenting) it improves your contents Edgerank and helps ensure your future content will appear in your fans newsfeed.
- Reward the #1 User – Many Brand Pages have had success by awarding 'Fan of the Month' to a particular fan and adding them to their Page's profile picture. Consider utilising this same technique to reward the user with the current number one video. Not only does this provide extra incentive to climb the rankings but it also helps organically spread awareness of your contest.
- Post the contest video to YouTube – Adding the contest video to your YouTube channel can help drive traffic across. Consider adding clickable HotSpots to the video to provide functional calls to action.
Depending on your brand and product, you could have a free advertising medium right underneath your nose. Try utilising your product packaging to drive your customers to the online site. Whilst it may seem odd trying to engage your existing customers, when they upload a video they'll share it with their friends and you'll gain organic reach.
Sending an email out to your email database can be a fairly straightforward yet effective method of creating awareness and driving traffic. Make sure to include a clear call to action to ensure an easy transition from email to contest site.
On average, 99% of website visitors leave a site without achieving any sort of conversion. By adding a link to your contest from your site, not only can you further engage the user in your brand but you can collect their data on signup which you can use to direct future marketing initiatives.
If your video contest platform supports advertisements, consider utilising these to encourage casual viewers to upload a video and become participants that actively promote their video to their friends and family.
Considering placing the contest video as clickable post-roll video. That way, when the friend of a participant views their video they are receiving an engaging call to action that encourages them to upload as well.