Politicians are no strangers to cameras. TV ads, interviews, debates and specials have been a part of campaigning almost as soon as TV came into existence. However, when it comes to the Internet, video marketing is not as straightforward as it often is on TV. While every politician absolutely should invest in professional-quality videos, it’s important that you review your video marketing strategy before you begin.
Think About the Goals Behind the Videos
The strategy Digital Current outlines for starting up a marketing campaign for a small business applies to a political campaign as well. Every online effort you make is to promote brand awareness, acquire leads and “sell” something – in this case, you as a political candidate. Every video you create should drive viewers to your website to learn more and hopefully become a supporter of your campaign. While candid videos at home with family may seem like they’ll make you more approachable, even those must be thought through carefully. Enlist an expert marketer’s help in designing, even scripting, every video you put together before you put it online.
As a political candidate, you can’t afford to be seen in an unprofessional manner, especially in something that might go viral. Shoot with a professional production crew for the vast majority of your videos. You might get away with having someone record a video for you on his phone if the goal of that particular video is to seem like a candid shot at a political or community event, but remember that even those seemingly off-the-cuff videos need prior planning.
When it comes to the content of the video marketing you do, consider the following subjects for your videos:
- Introduction to you – at work, at home, in the community
- Interviews with supporters or people affected by the issues that mean the most to you
- You at community outreach events, volunteering or interacting with the community
- Delivering speeches
- Online advertisements (that don’t slander your opponents)
Always be on the lookout for subjects that might make a good video for your campaign, but let the ideas gestate for a few days before you begin a shoot.
Distribution of the Video
Once you have a video, you have to think about the best platforms for delivering that video. Every video you create should go on your website in a relevant area, whether that’s an entire “Video” page or in blog posts relating to the subject in the video. Then post these videos to your YouTube channel, which makes linking to the videos via social media platforms such as Facebook and Twitter simpler. Pay for video advertisements for a select portion of the videos on websites such as YouTube so people watching other videos in your area see your message. Don’t overdo the paid video placement, however. It’s more affordable and more effective to rely on your supporters to share, repost and talk about your videos than to pay to force it on people who might click “Skip Ad.”
According to Outbrain, 87 percent of online markers use video content, so the few that don’t get lost among the competition. It’d be a mistake to not make online videos a sizeable portion of your online political campaign, but it’s important you think about the quality and content of every video. The right online marketing strategy can make your campaign take off.