First, I cringe because it reminds me how ubiquitous the phrase “shaky-cam” got to be in the early nineties. Second, I cringe because. . . as far as I can tell . . . there is no YouTube style.

I know I am being a stickler here, but it is true. A lot of things have been posted on YouTube; from music videos and well-produced short films to really lame viral jokes and poorly shot footage of cats doing cute and funny things. If there is a recurring theme on YouTube, I would say it is teenage boys kicking each other in the groin. I do not think that is how most companies want to represent themselves.

Of course, when a client asks for the “YouTube” style, they are really saying quality does not matter because they see kids posting things on YouTube that look like they have been shot with a VHS camera. And that brings up the third reason I cringe. Unless it is a well-thought out stylistic choice, video of poor quality is never a good sales tool.

Quality Matters
More than anything, YouTube represents the maturation of broadband technology to the point that video can be distributed easily online. For the first time in broadcast history, people can produce and effectively broadcast content without needing a broadcast license, which is pretty amazing when you think of it.

But just because it is easy to broadcast, that does not mean it is easy to produce quality work. Here are some guidelines for anyone considering the use of video in an online marketing campaign.

Yes. You can have explosions.
Special effects and high definition cameras have made it easier to produce affordable video that approximates the quality of a Hollywood production for a reasonable price. You would be smart to use that technology to your advantage.

Remember: Comedy is not pretty.
Videos of teenage boys kicking each other in the groin are funny because that is what teenage boys do. You will make a much stronger impact if you just be yourself. Focus on what you know. Speak to your audience on their terms. And if you are going to try to be funny, hire good writers and good actors so you do not embarrass yourself.

Find a pragmatic auteur.
Accessible technology does not mean that everyone who picks up a camera is a would-be Scorsese. Nor does it mean that everyone whose ever made a short film knows the complexities of creating content that speaks to the needs of your target audience. You want a director who will make art while respecting your brand objectives.

Take five (when five is needed)
Even though online video bends the advertising time-space continuum, most agencies are still stuck in a :30 commercial mindset. Since you are no
longer confined to a :30 spot (or committed to a 30-minute show), you can let your message dictate the length of your project. If it takes five minutes to tell your story, take five minutes. If you need ten, take ten.

Remember why you are there.
It is fun to make short films, but you will not be making very many of them if they do not sell your product or service. Each webisode you create should highlight a feature or benefit you are trying to sell. Good writers will help
you find a way to do this by incorporating product or service features into an ongoing story.

Brand your webisodes.
YouTube should not be the only home for your video. Create a mini-site away from your corporate Website to give your project its own identity and market its existence to your target audience. Make all of the segments available from the mini-site, and make sure each segment links to more information about your product or service.

Think Outside the Box
Online video is cheaper than commercials broadcast on television, which makes it an ideal vehicle for business-to-business advertising. It is also flexible enough to allow your customers to build a stronger relationship with the characters who populate your webisodes. Instead of a crazy, catch-phrase-sputtering talking head on Superbowl Sunday, your characters can develop with each new webisode.

I always encourage my clients to think of their viral video programs like an HBO television series, where characters are developed and lines are presented that pay off in later episodes. Another analogy is the cliffhangers that preceded feature-length movies in the 1940’s. At 3 to 5 minutes, these shorts presented storylines that kept fans coming back to the theater week after week.

Quick to the game
One of my clients, one of the largest telecommunications firms in the world, was quick to grasp the true potential of viral video when they asked me to produce a series of comedic spy thrillers that could highlight the technical capabilities of their product. Another client asked me to create a talk show for the community of people who use their product, and they had access to the minor celebrities who could give their show credibility. Both programs could be considered edutainment, with the emphasis on the “tainment,” and both programs will attract an audience because they feature well-produced content that people will actually want to watch.

The work I have done for these clients is on its way to being a success
because my clients know their audience. They know what blogs their clients read, how their clients perceive their products and what their clients think is funny. And they create content that appeals by addressing clients on their own level.

Best of all, these clients are ahead of the game because the medium is still novel. What they do with each webisode stands apart from the pamphlets and brochures their clients are sending out. They get a return on investment because well-thought-out webisodes are still seen as unique and forward thinking.

And that is how most companies want to be represented online.