Video Success Is Like Success of the ‘Old Days:’ It’s Not What You Know, It’s Who You Know

Video Success  Is Like Success of the ‘Old Days:’ It’s Not What You Know, It’s Who You Know

Chris Atkinson    |   Aug 12, 2013 @ 2:01pm   |

I recently wrote a post concerning a widely-held belief that YouTube  simply “pushes” the channels that are already popular.  My conclusions  in that post were that YouTube does indeed do this–but only when you have shown  that you can help yourself.  In the middle of that, I talked about being  able to talk to influencers, or “gatekeepers,” at blogs, websites, and social  media.

Even though one commenter on that post told me that this sounded like a bunch  of bs, it’s the prevailing theme of most video  success.  You simply can’t get a video to go viral without  it.  Even if the goal is not necessarily “virality,” the entire theme is to  get your video in front of people who would be interested in watching it.   So if you make furniture videos, find those who write about and discuss  furniture.  Shake hands over the internet.

If you look at any source entitled, “How to make a video go viral,” this is  the main way to get people watching…if your content is good.  Recently at  the ReelSEO Video Marketing Summit, almost every  panel mentioned this in some way, even though it was never explicitly pointed  out.  You must develop relationships with people who can get your videos  some kind of press.

I was forwarded such a “how videos go viral” article earlier today.  It  takes three case studies: “Ryan Gosling won’t eat his cereal,” the Chris  Hadfield “Space Oddity,” sensation, and the video that seems to never take a  break from our consciousness, “Dove Real Beauty Sketches.”  It delves into  the sharing phenomenon really well: it even has 30-second YouTube videos mapping  out the activity.

Ryan Gosling Won’t Eat His Cereal:

And the video showing how it went viral:

Obviously, Ryan McHenry tapped into something silly when he made these  vines.  There are 17 in total as of this writing.  It’s as simple as  it gets: take a Gosling clip, insert a spoon of cereal, and have his action in  the clip make it look like he sees that cereal and doesn’t want it.  But  you know, I bet if I searched all over the internet, I’d find other kinds of  hilarious videos in the same vein that didn’t go viral.  Why?  Because  those people never struck up the relationships they needed to get that video  shared.  They think great content will eventually be seen, no matter what.

Even though we live in an entirely different age from say, ten, twenty years  ago, the old maxim, “It’s not what you know, it’s who you know,” still  stands.  We just don’t have to get out of our house to do it anymore,  although that would certainly help if you live in the neighborhood of a top  influencer.  We like to think that there is a certain fairness to the  world: people will recognize me for my abilities and my hard work will pay  off.  What is it about applying to a tough university that you always hear:  all the applicants have essentially the same qualities and the same  extra-curriculars, but who gets in?  What makes you memorable?  Why  should anyone take a chance on you?  Take a look at this article in Forbes.  Isn’t that  basically saying the same thing: those who get help are the ones who can help  themselves?

In the video world, it’s not enough to make great content.  You can know  every trick in the book to make awesome videos, but they’ll never be seen until  you take the initiative to position them in front of relevant people who have  respectable followings.

The way you do that is much like developing any other relationship in the  world.   The YouTube Creator Playbook has a whole chapter dedicated to this.   And I wrote  about it a couple of years ago.  The article not only covers the  Playbook, but a classic Freddie Wong post where he tells the story about sending a  “Price Is Right”-themed video to a Price Is Right blog.  All of that is a  blueprint in how to get a blog’s attention.  Because it’s one  thing to tell you that you need to do something.  It’s another to tell you  how.  That post tells anyone who wants to do the work how to get the  attention of important influencers from blogs, social media, and other  websites–but be prepared for quite a bit of rejection in the process,  too.

Source:  Video Success Isn’t What You Know, It’s WHO You Know ©, All Rights Reserved Follow us: @ReelSEO on Twitter | ReelSEO on Facebook

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