If you can’t beat them, make your own video

A friend of mine recently announced that she was considering moving out, and getting an apartment. In discussing how she would afford it, she noted that all she needed was a bed and a computer. It used to be that a bed and a TV were standard items for your new place. But somewhere along the way, the TV got replaced by the computer.

Truth be told, since the advent of streaming video through websites such as Youtube, VEOH, and Dailymotion, the television set has slowly but surely become less relevant. Television content still holds importance, however, almost all of it can be found on the internet somewhere.

With this shift, has come several problems for communicators and the companies they represent. For one, all forms of TV promotion such as advertising, and public service announcements, have a harder time reaching their audience. In addition, some viewers are choosing internet content over traditional media. Social media is usually able to peacefully coexist, and even enhance traditional media. However in this case there seems to be a bit of competition.

Nonetheless, after realizing that blocking of questionable Youtube content on their companies or products was futile, communicators seem to have adapted. In fact the corporate world has decided to join the party.

This wave of corporate involvement comes in several different forms. In it’s simplest form it involves moving television content to the net, as is. In the entertainment industry this has been especially true, among record labels, such as Universal Music Group, Sony BMG, and Bad Boy Records, all of which have their own user profiles on Youtube. These companies have most of their music videos available online through Youtube, free of the distortion that sometimes occurs when these videos are uploaded by other users.

Another form of corporate involvement involves, creating original content specifically for the internet. This has been used as a form of viral marketing and brand promotion for several companies outside of the entertainment industry who realize the strength of the streaming video medium. An example of this is the Diet Coke and Mentos experiment first shown on Youtube, which has since spawned a number of similar videos across the internet.

In his Strategic Public Relations blog, Kevin Duncan notes that a lot of smaller unknown companies are also using Youtube to create brand awareness online. In “Blending Youtube into Brand Awareness“, he interviews George Wright of Blendtec, a manufacturing company that has posted a series of videos testing a blender with unusual objects such as ink pens, and golf balls. Its Will it Blend? iPhone video where they attempt to blend an iPhone was viewed almost 4 million times since being posted in July last year.

In the interview, Wright says that the video itself started as a $50 investment, but has already helped build a brand for its home appliance products. The results in terms of impact were far above expectations.

It seems that more and more, the corporate world is sitting up and paying attention. In fact a TNS Media Intelligence/Cymfony news release on BusinessWire.com noted that 50 per cent of senior marketing executives see social media as a vital component of corporate communications which should not only be monitored, but allocated significant company resources.

It is clear that streaming video content on the web is here to stay. Communicators should likely get on board, or get left behind.