The Beginner's Guide to Viral Marketing (Episode 4 of 5)

By Saskia Wilson-Brown, originally for Current TV

Congratulations! You have succeeded in making a video, and have successfully uploaded it to one of many fine online video hosting sites. That, for some of us, may feel like an achievement in itself. 
 
But let’s get real for a second: So what? 

It only counts if people see it.
 
Be it a short documentary, an indie animation, a video blog or even a slide show of your niece’s 3rd birthday party (and we sincerely hope it’s not the latter), there are tons of ways that you can maximize your audience and help turn your video into a viral hit. 
 
This is a 5-part weekly blog series that will provide an introduction on how to best get eyeballs to your content. Simple.

Episode 4 follows.  Catch other episodes here:

• Episode 1
• Episode 2
  
• Episode 3
• Episode 4 
• Episode 5 

EPISODE 4: Your video was acquired for distribution somehow? Here’s what you do.

Congratulations! Your little piece of brilliance has been acquired by a television, DVD or film distributor. This is quite some feat, considering the breadth of content out there, and the waning resources for content makers. 

It is worth noting at this point that if your video has been acquired, there are probably going to be some legal limitations as to how you can promote it virally.  Once it’s bought,  for instance, it is quite common for you to be asked to pull the content off video hosting websites such as Youtube, Revver, etc. The content will probably need to appear online under special circumstances. 

Here are some other things you can do to spread the word.

Tell all your fans: If you've been doing a good job engaging your fans and keeping them abreast of your progress via IndieGoGo or otherwise, now's the time to ask them to brag about the project they've been supporting since the beginning.  Make an Announcement.  Your fans on IndieGoGo will be automatically alerted via email or RSS.  Fuel the marketing army that you've built along the way.

Make a trailer: Cut a short teaser or trailer for your video, being sure to include the link
to its online home, like your IndieGoGo page or website. Upload the trailer to all the
video hosting sites you can think of. Tube Mogul is a great resource to help you do this.

Write a press release: Be sure to run it by your acquisitions contact before you send it
out into the world. Be sure to include a concise synopsis of the video, that it will be airing
on TV or theatrically (and tune in dates), and why this is awesome!  Your press release should contain some or all of the following:

• A compelling, specific headline that contains a hook: ‘Local filmmaker gets Distribution’ probably won’t get picked up. “Short Doc About Local Albino Fisherman Makes National Television’ might.
• A first paragraph that covers the five W's of the story: 

• Who (who is this release about)
• What (what is this release about) 
• Where  (where does this take place)
• When (when did this happen)
• Why (why the press should cover this, be subtle)

• Electronic contact information including an e-mail and web site address. Be sure that in addition to e-mail contact information a phone number for the press contact is listed.
• Endorsement from a 'non-biased' source. You should have permission from those sources to use their remarks in your press release.
• A short paragraph at the end of the release containing background information about you, your work, your career high-points.

Own the media: Take that release, or just make a phone call to let your local rag, your
alumni newsletter, the trade publication of any group you belong to, or your school paper
know that you, yes YOU, will be exhibiting your content on TV or theatrically! This is
exciting news, and many small press outlets will jump at the opportunity to let people
know that their local boy/girl has made good. 

• Get listed in the local: Fax or mail your press release at least 10 days prior to the publication date
• Use the internet: Submit information about your video, and any related news (plus trailer!) to tastemaking sites like: www.dailycandy.com, www.flavorpill.com, etc. 
• Spread the word on blogs and message boards: This is a particularly good way to target market your video to specific groups who might be interested in various aspects of your film, such as content (e.g., ecology), genre (e.g., animation), cast and director... You get the drift
• Pitch a story or request a review of your video: Think of how your video might tie into current news topics. Then contact the assignment editors at the appropriate papers, as well as reporters who cover individual beats or television coverage. This kind of detailed information about media personnel is available at the local library’s reference desk in a book called Bacon’s Directory.  Check out HelpAReporter.com.
  
• Hustle, hustle, hustle: Use e-mails, flyers and whatever else you come up with to get the word out and create interest.  Use an industry source guide such as The Hollywood Reporter Blue Book or the Hollywood Creative Directory, available at the reference desks of many local libraries, to get contact information for people or production companies that you want to impress, and send them your info!

Organize your own screening: Oh what the heck, organize your own screening. Find a gallery, café or even a small theatre, make flyers, invite your friends and family and make a party out of it. If your distribution agreement prohibits this, then speak to your acquisitions person and let them know why this will help market the content. They will no doubt be happy to work with you to make something happen.  

NEXT UP: MY FAVORITE RESOURCES FOR FILMMAKERS

Comments

[Investing in Property]

Fantastic series of articles... I agree it's so important to tell your friends, colleagues and associates about it and get them as excited as you... Viral can 'go viral' very quickly nowadays but people need to have heard about it to know it exists at the start. It's about leveraging who you know.