The Connection

Listing a pool table in a real estate ad is one way to market a property, but watching the cue ball break the rack, via a YouTube video “shows the excitement,” said local real estate agent Ann Duff, who incorporates video as a big part of her marketing plan. In its 10th year of existence, using YouTube is apparent throughout “new media” marketing plans in Northern Virginia.

“I have my own channel,” said Duff, of McEnearney & Associates. “A video reinforces the sense of the house.”

Ten years ago when the first YouTube video showed one of the founders, Jawed Karim, at the zoo, there was no sign that YouTube would get so big. In a recently released montage by YouTube editor "Zapatu'" everything from a Brittany Spears fan going into hysterics, to the talking orange shows the spectrum it’s reached after 10 years. During that time, a variety of subjects have hit it big or gone "viral" in YouTube terms.

“Businesses must be strategic about where they place their brand on social media. If a company has the means to be on YouTube, they have meaningful content, and their research shows that their audience is active on YouTube, then I definitely think it would make sense for them to be there,” said Alex Chagouris, director of communications and marketing at the Fairfax County Chamber of Commerce.

"At the chamber, there are members who use YouTube for human resources and talent recruitment videos, as well as other consultants or educators use YouTube for best practice or ‘how to’ videos. I’ve also seen members use video for events and conferences," Chagouris added.

Steve Gladis of Steve Gladis Leadership Partners is a Fairfax County Chamber of Commerce member whose YouTube videos are a part of his business plan that saves time. "It's a way for me to help clients ‘see’ some of the services I offer. Often, clients will ask what executive coaching is all about, so I suggest they watch four to five videos and then we can chat," he said. His videos are only about four minutes long, a little outside the industry standard of two minutes but explain more than entertain.

To Gladis, putting an exact profit figure derived from his YouTube videos is hard, but YouTube is part of his "new media," platform earning him about $100,000. To make the videos, Gladis invested about $500-700 for a good camera and tripod, another $200-300 for lighting, assistance with camera work and editing, and time. "There's real money to be made here," he said.

The Greater Springfield Chamber of Commerce has a channel, but with "the chamber’s channel, the biggest challenge is the time it takes to prepare the video, properly. I think that holds for many of our members, primarily because most are small businesses with few staff," said chamber executive director Nancy-jo Manney.

Alejo Media is a member of the Greater Springfield Chamber of Commerce that specializes in video production. Before starting production on a marketing video at Alejo, “we sit down with the client, go over their objectives, get to know them and understand what they want this video to do, and what message they want to get to their audience," said Alejo owner Anna Davalos. "Our job is to help them tell it well." Most of the videos they produce for the various company’s YouTube channels are about two to three minutes in length.

One video produced at Alejo, for example, was a lawyer describing what set his firm apart from others, with no music, and just his words. It was very effective, Davalos said. “He had a serious message to deliver and the end product worked well for him."

Another was a quicker, lighter video for the American Diabetes Association for their biggest fundraiser, the Tour de Cure, a bike ride to raise money and awareness for diabetes. This was meant to show how good helping others can make you feel, how you can have a great time and see the people you're affecting. The video was around two minutes, featuring all music and some natural sound, Davalos said.

Back at the real estate business, Ann Duff stars in many of her real estate videos, even drinking a fake glass of wine from the breakfast bar to show the convenience of the room set up. "I do enjoy it," she said of her acting.