I'm in a entrepreneur networking class and today our guest speaker was Jeff Harmon who is a marketing expert in YouTube.
Here is a quick overview of what he has done (written by my professor.)
Jeff Harmon and his brothers are the pioneers of YouTube marketing; it is safe to say that they invented it. In fact, many of the advertising features that you encounter every day are the inventions and concepts of Jeff Harmon.
Back when most were uploading family videos to YouTube, he launched a successful company through this platform generating millions in sales for his company, OraBrush.com.
Jeff started his career launching OraBrush while he was a student at BYU. His first YouTube video has now generated more than 19.5+ million views for that video alone. https://www.youtube.com/watch?v=nFeb6YBftHE
Another phenomenal campaign that Jeff and his team launched for the company, PooPourri.com now has than 31+ million views. https://www.youtube.com/watch?v=ZKLnhuzh9uY
And most recently, he created a phenomenal Christmas video for the LDS Church that has produced more than 6.8+ million views. https://www.youtube.com/watch?v=PrLoWt2tfqg
Currently, he and his brothers are launching VidAngel.com which cleans sex, profanity, and nudity out of online videos.
What I learned from him is that research is key onto discovering "virality." You can create videos, test them, make new versions, etc. Details are very important to if they are marketable. The content has to be very compelling - you cannot push virality onto people.
He also said that campaigns need to make more money than they consume. This sounds obvious, but many companies forget it. If you make $2 for every $1 you put into it, you can keep pushing the advertisement.
Sometimes this can only be sustained for a certain amount of time. The second video also has to address the changes of users perception of your brand.
He also had interesting insights on yoking 'Content' with 'Distribution'. You have to have great campaigns of both of them.
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