How to spread word of mouth with video content

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You’ve probably had a lot of conversations with your friends that start with, “You have to see this video.” People love sharing videos because they’re easy to make, they’re easy to pass along, and they have an immediate message.

Here’s what you need to know to start making video content that your fans will share with their friends:

1. Make it good, not perfect
2. Give your fans the camera
3. Just get started

1. Make it good, not perfect

There’s a huge demand for video, but not perfect video. So sweat the details that matter, like the word of mouth story you’re telling, not the finer points of film. These candid, less-than-perfect videos often come across as more personal and transparent than a polished video campaign anyway. For more on this, see how the team at Kaiser Permanente is making video content in a sustainable way.

2. Give your fans the camera

Like most word of mouth topics, the more ownership you give your fans, the more likely they are to talk about your stuff. For example, Jimmy Kimmel spreads tons of word of mouth by giving his fans weekly video assignments. That means people are making the videos and spreading the word about the video assignment on their own.

3. Just get started

Of course, the best way to figure out what works is to just start making videos. Learn the basics for shooting and editing clips, try out different topics, and put it out there for your fans to see. The videos your fans love to share could be completely different from your competitors’, or the ones you assume would work. Ten years ago, who would have thought that a blender testing video would get over two million views? Blendtec couldn’t have known, but they tried it anyway.


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  1. Dan

    I think it’s Jimmy Kimmel, not Jimmy Fallon, that gives the video assignments. Just giving credit where credit’s due.

  2. Bridgette Cude

    Hey Dan,

    You are absolutely right! Thanks for the catch. I guess there are too many funny Jimmys on late night TV.



  3. Sandy Gerber

    Those Blendtec “Will it Blend” videos make me cringe, but they do get a lot of views and they invite feedback and suggestions on their facebook, twitter and pinterest pages.

    Word of mouth will never cease to be effective- but with advancements in technology it just looks a little different now-a-days.

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