Summary
Many interactive marketers — encouraged by a string of high-profile user-generated video contests — are beginning to run online video contests of their own. These contests help marketers listen to and energize young users and can even assist with traditional marketing tactics like public relations and TV advertising. But with most video contests receiving between 50 and 250 entries, some marketers come away disappointed with their results. To generate more video submissions, interactive marketers must remove barriers to entry and encourage users to create a viral impact. Marketers should also look beyond the number of entries received and focus on driving broader value — such as the total reach of the videos and their influence on marketers' target audiences.
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