One of the important qualities an online video must have is relevance. The viewer must be able to identify, empathize, or connect with your video in some way. If they don’t, they’ll move on to something else pretty quickly. The attention span of consumers is becoming shorter as media becomes increasingly fragmented, so relevance is an important part of building an audience.

One way you can increase the relevance of your content is to get your audience involved in some way. If you are a services-oriented business, you might try creating some kind of contest or giveaway. Use video, your website, and social media to solicit nominations for contestants. Use video to document the process and produce short episodes that you can upload to your website and other video hosting services. It can become your own reality show, where your company and services are featured.

If you are a product-oriented business, you could offer to give away a particular product on a free trial basis. Ask the recipients to use video to document their experiences with your product. Then edit their videos into a short-form documentary that highlights how your product improved their lives in some way.

By sponsoring a contest or giveaway, you can get the community involved through participation and conversation. By using video to document the experience, you increase relevance for those involved in the contest (and their friends). You will also expose your company and your products to a wider audience.

Related articles

• YouTube Attracts 8.4 Billion Streams In January (webpronews.com)
• How to do Giveaways on Social Media Networks (progressivemediaconcepts.com)
• Online video usage up significantly: report (econsultancy.com)