Screw Viral Videos: Orabrush on Viral vs Social Video





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Published on Dec 4, 2011

http://reelseo.com/screw-viral-videos... ► We're here with Jeff Harmon of Orabrush, at Search Engine Strategies Chicago. And you're speaking on a panel called, "Screw Viral Videos." Alright, Jeff, so I have got to ask you. Our audience wants to know -- how do you "screw" a viral video?

Jeff: [Laughs] Well the title is just more of a provocative way to get people into the room. But the point is, is, viral is a term that's a little bit misleading. People think Orabrush is extremely viral. Every single news article that we ever get mentioned in, they say, "Orabrush is viral videos." But the reality is, viral is just a piece of the equation. Once you create the content, sticking it up on YouTube isn't going to get you anywhere if you don't have a way to stick out from the crowd and push it. So, there are 48 hours of video uploaded to YouTube every single minute. And so, do you think your 30 seconds in one day is going to stand out from the crowd, you're just fooling yourself. So you have to have a way to distribute your video. And that's kind of what we were talking about, is that, you're not going for virality, you're going for distribution.

Grant: And I would also say is you're looking to actually build relationships; you aren't looking for a one-and-out deal of, we'll put something out that we think is really cool, and expect everyone to share it and tell their friends how wonderful we think we are. You do have a plan in place, and it seems like what publishers do with their editorial calendar, you know, looking for feedback, and a willingness to communicate with your audience and engage them. Do you think that's something lost on a lot of marketers and people in this space doing online video as they forget that part is, OK, lets have customer service, lets build relationships with people from this?

Jeff: I think so. I think a lot of times, they don't interact with the people who are watching. YouTube and Facebook and all the other social mediums are "social." Like Austin was saying in the meeting, that, you're "throwing a party." And so, what kind of an atmosphere do you want to create for your party? You want to use all the tools around you. You know, if you go into a party, and you talk to people but nobody ever talks back to you, you're not going to stick around for that party. So somebody who is responsive and works with your social media audience is a "party," and you need to make sure that's their experience.

Grant: So when you mention that, now we've been hearing the buzz words "social video," what you say is, or some people are going, like, well I just want to be there to be "social," like it's something you have to do, but you'd really rather be somewhere else. Or is it really a part of who you are? For example, with these videos that you've been doing, you guys seem to have so much fun with it that if you didn't need to make money or get paid, you'd probably do it regardless; you enjoy it, in itself.

Jeff: We make things that WE want to see. If we got to make stuff that we would enjoy watching; and because we understand the YouTube audience well enough, we know it's going to work.

Grant: That seems to be a very good tip. When people watch your videos, you guys look like you are having a lot of fun, and quite a few parties in there. Check out the Orabrush YouTube channel, you know, check out your Facebook page, check out, you know, your website; and what is that website? It sounds obvious but you go ahead and say it.

Jeff: Orabrush.com. O-r-a-b-r-u-s-h.com, or YouTube.com/orabrush, or facebook.com/orabrush, or just go pick us up at Walmart and CVS Stores -- and you can also get the URL on the back of that.

Grant: And buy the brush, do this [motions], and make a video of yourself doing that; and have a party and some new friends. Thanks a lot, Jeff Harmon, it's been "reel." [Handshake] Running for office!


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