Video is the most powerful marketing medium, but it is notoriously expensive and time-consuming to produce. However, some advertisers are turning to crowdsourcing to make dynamic, authentic and viral video.
Rather than discussing your ideas directly with the ad agency, to crowdsource an ad you would put a brief out to all of your customers, who will create grass-roots, creative and individual content. (And if you’re lucky, some of your respondents may even produce high quality content – from film students through to videographers, animators and directors…)
Another way to crowdsource video ads is to ask the audience for ideas or treatments, then the company will select the one that they like the most, and reward the creator.
So, how should marketers embrace the opportunities that crowdsourcing presents?
Firstly, you must be willing to listen, and be curious about how your customers perceive and use your brand and its products. Secondly, you have to be willing to let people play with your product and the idea – as this will result in a huge variety of responses, ideas and potential ads. And remember, the ads that are way off the mark for your brand do not have to be used.
Crowdsourced video may be high quality in the traditional sense, but more importantly it will be high quality in its ability to engage the audience. Audiences are more interested in authentic and inclusive storytelling, which is more likely to be what the crowd will create, as opposed to a sleek and polished advert by an agency.
Having one high-cost video that is repeated over six months is no longer the best way to advertise. Social media has created a need to make many videos that will keep the audience engaged and interested in the brand. Marketers should aim for multiple, cost-effective videos relevant to different customer types, campaigns and times of the year.
Finally, if the crowd creates the content it is a guarantee of its authenticity – the open, limitless variety of the crowd means that all genders, orientations, ages and ethnicities will be represented.
With the latest stats suggesting that 2018 will be the year of how-to videos on YouTube, you better be thinking about your video marketing strategy going forwards…