Video success #2: Core concept

In our second instalment of the Launchpad6 Video Success Series we discuss some ideas on how to maximise engagement with your contest and what motivates people to get involved. You can find the first instalment here.

How will your contest drive results?

Before you begin creating your contest you need to think about what your contest is trying to achieve for your business and how it will align to this goal. Once you understand your goals there are a bunch of things that need to be considered in order to maximize engagement to deliver the outcomes you’re looking for.

Is the content readily available or easily created?

Ease of content availability and/or creation are key factors in the success of video upload campaigns. The proliferation of smartphones and portable HD cameras such as GoPro has made it significantly easier to produce video at a moments notice. However, tapping into an area where people have already created content can really help boost submission volume.

One of the best ideas we’ve come across, and one that always brings results is a Cutest Baby competition. These campaigns are successful because they tapped into the bucket-load of content that proud parents are creating every day, and gives them an outlet to display and share this content with their friends and family.

Is the content itself interesting?

Statistics show that the average user watches more than 18 hours of online video per month. But even with so much video being consumed, users will not watch video unless it’s interesting. Consider whether the video uploaded to your contest is actually interesting to your target market, if it’s not, you need to change direction.

One of the cleverer campaigns we’ve run on Contestpad

is a Latte Art Contest by a large Coffee Roasting House. The content was compelling and their target market shared it frequently. This is resulted in our caffeinated-friends smashing goal for video views 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 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 the content will say about them before they share it. Ask yourself what sharing a video from this contest would say about an individual? Does this fit with the self-image that members of your target market generally wish to portray?

Is there an element of narcissism?

Deep down, everyone has a talent or skill that they want to show off to the world. By creating a user-generated video campaign, centred on people’s abilities, you’re giving them an outlet to show this off to their families and friends. If you can tap into your audience’s narcissistic side, just a little, then the sharing of your content will be a natural progression.