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The Role YouTube Plays In Product Launches

by Sean P. Aune | January 7, 2010January 7, 2010 10:34 am PDT

With the Consumer Electronics Show (CES) upon us, it’s interesting to see just how many companies are putting demonstration videos up on YouTube.  And the questions is, why shouldn’t they?  Actually, perhaps the better question would be, why aren’t more of them?

There is no doubt that YouTube has led to a revolution in video production.  It is exceedingly easy to put a video up and … you’re done.  You never have to think about the video again unless for some odd reason it gets pulled, but with a video of your own product, that seems highly unlikely.  Once your video is up you can embed it in your own site, you can hope that journalists will embed it for further distribution, you can be found by people doing random searches on the site itself.  There is really no conceivable drawback to using the most popular video sharing site to distribute a promotional video for your company.

willitblendNow, if you do something dry, sure it could just languish there for eternity, but if you do something creative like the folks from Blendtec did with its “Will It Blend” series, you could turn into a genuine Internet phenomenon.  Can you imagine anything more boring then watching videos of a blender demonstration?  You add a fun factor to it of blending things that no one should ever ponder blending, and you end up creating must see videos.  Genius!

Of course not all product videos can have the viral life span of the Will It Blend series, but even videos that are straight forward and just simply demonstrate your product can do well if it is well produced.  You can build up a certain buzz about your product, people won’t have to read long boring press releases about it and, most importantly of all, you eliminate some of the questions that inevitably pop up about if the product will actually work.

While there are certain to be more product launch videos popping up soon from CES, I have embedded two that really caught my eye so far.  The AR.Drone video is killing me and make me want one immediately, and the DivX TV video got me intrigued enough to go out and read more about what this product will do.

So what role do you think YouTube videos should play in a product launch? Are they essential now?

Sean P. Aune

Sean P. Aune has been a professional technology blogger since July 2007, but his love of tech dates back to at least 1976 when his parents bought...