The premise (or contest idea in layman's terms) is the most important ingredient in a successful video contest. If your contest idea appeals to your target market and content is readily available or easily created you have taken the first step to success. In order to evaluate and improve your contest idea, ask yourself the following questions:
6 Questions To Ask Before Running Your Online Video Contest
Is content readily available or easily created?
Ease of content availability and/or creation are key factors in the success of video upload campaigns. While the invent of smartphones such as the iPhone and portable HD cameras such as GoPro have made it significantly easier, tapping into an area whereby people have already created content can really help boost submission volume.
One of the best ideas we've seen here at Launchpad6 was a Cutest Baby Moment campaign, which tapped into the huge amount of content proud parents are creating every day and gave them an outlet to both display and share the content with their friends and family.
Is the content itself interesting?
Statistics show that the average user watches 18 hours of online video per month but chances are they're not watching un-interesting content. Consider whether the video content uploaded to your contest is in itself interesting to your target market.
One of the more clever campaigns we've run was a Latte Art Contest by a large Coffee Roasting House. The content was compelling to their target market (Baristas & Coffee Lovers) and frequently shared and as a result they smashed their 'views' target by a whopping 500%.
Is the content shareable?
People put a lot of thought into what they share online, and many consider the content they share a reflection of themselves. Consider these points and statistics from a recent New York Times study on sharing motivations:
- Is the content entertaining or valuable? 94% of people say they carefully consider how the content they share will be useful to others. Is the content created as part of your contest entertaining or valuable to your target market?
- What does sharing that content say about themselves? 68% of people consider what that piece of content will say about them before they share it. Ask yourself what sharing a video from this contest would say about an individual? Is this inline with the self-image members of your target market generally wish to portray?
Is there enough passion?
While campaigns that require users to upload videos of consumers using their product are great, not all brands have enough brand loyalty to inspire customers to do that.
If your not Apple or Harley Davidson, your best bet is to inspire passion around the campaign idea and piggyback your brand on that. Try to come up with ideas that are fun and exciting but still relate to and promote your brand.
For instance, a campaign for a foreign exchange trading company asked the question 'What would you do if you made $1 million trading on our platform?' This brilliant campaign tapped into the age old habit of dreaming what one would do with $1 million and put a spin on it that actively promoted their product.
Is there an element of voyeurism?
It is in our nature to show off our talents and skills to others. By creating a user-generated video campaign based around people's talents, you are giving them an outlet to create content that by their very nature they will want to share and show off to their friends and family.
Are you harnessing group mentalities?
It is a trait of human nature to form groups with those of similar beliefs, interests and preferences and as a result, often rivalries (hopefully friendly) often form between groups. Some of the most successful campaigns we've seen worked because they harnessed group mentalities or existing rivalries, which provided extra incentive to win. Some ideas include:
- Schools – One very successful campaign we saw pitted schools across the nation against each other in a Fashion contest. The contestants then promoted their entry not just within their immediate friends and family but throughout their entire school, drawing thousands of views and votes to each individual entry.
- Cities – One campaign we saw even managed to tap into an existing rivalry between two cities, rallying people together behind their 'tribe'. This extra incentive further encouraged entrants to share their video and resulted in deeper engagement and increased reach for the brand.
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