Video contests are popping up everywhere. Search Twitter for the term “video contest” and you will find a plethora of opportunities to create your own and submit for a prize (my favorites right now are “Rock the Cheez” by Wise Snacks, which is a digital contest, and “Change Your Climate, Change Our World” hosted by the Bureau of Educational and Cultural Affairs for a chance to win an international exchange opportunity).

Why are these contests popping up?

There are a few reasons this popular medium is becoming a big part of an integrated social media approach.

1. Anyone can direct, produce, edit and upload. This doesn’t mean that everyone can do it well, it just means anyone who has a  computer and some simple software can make something to upload. With the growing population on YouTube and ability to record on all devices such as phones, iPods, etc., the standard for user-generated video content is really just great content and not production quality. Also, some video contests use digital videos so cameras aren’t even necessary! Technology is at your fingertips and the capabilities are quickly increasing!
2. Videos are engaging. Although video uploads take more time and planning than photo uploads, they also provide a longer engagement period and interaction with the brand. While users are contemplating their video submission and milling around on the company Website for rules, directions and checking out other submissions, they are engaging with the brand on a new and different level. The user also has a chance to contribute to the brand through submitting, and they are able to produce a project of their own that is posted on a company site.
3. Video contests cause a buzz. Video contests are promoted using the company Website and often catch on through social networks. When a user submits a video, the company can integrate a sharing component for sharing on Facebook, Twitter, Digg, etc. The same capabilities can be applied if there is a voting function. This means anyone who engages with the contest in any way, has the option to tell their friends and virally spread the information. More often, users submitting the content become the biggest advocates for the contest and promote by recruiting their friend base to view or vote for their video!
4. Creativity is key. Everyone likes a little creativity and likes to show off their abilities. Video contests invite creative responses by using a creative catch to encourage submissions. For instance, the Wise Snacks “Rock the Cheez” contest invites the user to create a personalized Cheese Doodle! How fun is that? Once you create the Cheese Doodle, you create the set and music and viola!
5. It’s fun. Activities such as creating a video or project are not only engaging, but fun! Any opportunity for a customer to engage with your brand and have fun is an ultimate opportunity to build a great reputation and mold a loyal fan for life!

If video contests are planned, executed AND promoted correctly, they can be a great way to reinforce your brand, mold your reputation, and increase the buzz…hmmm, isn’t that the ultimate goal of using social media marketing?

Jen Cohen is a social media and marketing maven knocked down many times in 26 yrs. Something Creative http://somethingcreativemarketing.com

Tags: community, online marketing, recommendation, Social Media, the right way