April 1st, 2008
Ever since Viddler announced that Tubemogul now supported Viddler as a distribution point, we’ve been seeing this more and more. People that upload their video to every single video sharing site in order to gain exposure for their show, product, etc. etc.
I get the point. I see the strategy. And, I can’t really blame anyone for spreading their work all over the place in order to get exposure from each of the communities (or audiences as some like to call them) that each of these services have worked very hard to foster.
But is this strategy a good one? Is the benefit great enough to actually recommend this type of marketing? I don’t believe it is, but I’m willing to learn otherwise.
WineLibraryTV is obviously one of the flagship video podcasts that uses the Viddler player. Each episode, since they are embedded on the show’s main Web site, get thousands if not tens of thousands of views. These numbers do not directly reflect the entire audience, since they offer their shows also in Quicktime format for playing within iTunes, iPod, etc. From what I’ve been able to research – the number of people that download the Quicktime format of the show far exceed the number of people that watch the show in the Viddler player.
All of that being said; WineLibraryTV still uploads their videos to YouTube (and maybe other sites too?). Perhaps the strategy here is to, hopefully, get some viewers through YouTube back to their main site. This strategy seems to make sense, but when you look at their YouTube account you see that most episodes only have around 100 views on them. In the realm of WineLibraryTV, that is nothing.
But, some may say “Why not? It doesn’t hurt!”. This might be true, and one could also argue that with services like TubeMogul, it is downright easy. But, one has to ask themselves if they’d rather spread themselves out all over the Internet, or be able to strictly control their brand.
As you know, I’ve been putting together a strategy of “Bringing it all together” wherein I’m starting to take much more control over what I “put out there” and how it is displayed, shared, etc. So perhaps my opinion is skewed and I’m missing something – but really – I feel that if someone’s content is good enough, it won’t matter where they put it. People will come, watch, and interact.
This post was prompted by my seeing this: “We just posted loads of clips all over the freakinâ€™ place!“. When I loaded up the list of places and videos and the links to each, I was amazed (ok, I even LOLed a little). I’m sitting here wondering if this strategy has worked for them or not. Wondering if it was worth the effort or – if it diluted their brand at all.
Maybe I’ll have to do some further research through interviewing people that have done both. Ze Frank comes to mind as someone that has controlled his brand extremely well (in my opinion). Perhaps I’ll ask him and someone who has spread themselves all over to see if either strategy has its own set of benefits.
I’m eager to learn. Opinions?