- Let’s get as many video views as possible.
- Let’s get as much content as possible.
- Let’s run a preroll advert in front of every video on our site.
- Let’s auto play videos so we get even more views.
No, no, no, no.
YouTube have had phenomenal success in terms of generating traffic and video views because they are purely publishers, they are in the business of content delivery, and they know it. They don’t try and put in the mix their own original content. Users return to them again and again because they understand YouTube and know what they are doing.
Content originators who publish video through their own websites seem to be a bit confused about what they have to deliver, what their objective for delivery is and how they should deliver it. This confuses users and means they are less likely to return to the site and form a lasting relationship with it.
Some original content producers want to be editorialised versions of YouTube and are fixated with having as many video views as possible, while ignoring the fact that the content being shoved down people’s throats is not relevant to the brand or of any value to a user, if the site’s brand is based on the original content that is.
If your brand is based on publishing original content then that should be your main objective with video.
- Put your brand values, creativity and ideas on video.
- Put in place sensible, engaging, scalable commercial opportunities.
- Put in place a reliable, high quality delivery mechanic.
Do not try and get as many views as possible from as much content as possible. Aim to publish reliable, sustainable original content with which users can form a lasting relationship. If it’s good enough users will return to view it again and again. Your audience with compound, snowball and you will be successful.
As an original content-based brand it is of the utmost importance to own the content you are distributing.
