I know this question could lead to profound philosophical conversations, but I mean it in only a limited, marketing framework.
In fact, I am going to limit it to Twitter and YouTube. If “everyone” is using these two social media, then why should anyone pay attention to your attempts? As usual, since I seem to have only a few arrows in my quiver, the answer is the power of your idea.
This came to mind when I was reading the media page in the New York Times. Above the fold was an article titled, “Building Suspense on Twitter For a Television Show About the Mob.” In the article we learn that “Mob City,” a new TNT series, is using a “stunt that hopes to build fans on Twitter before its premiere.” It will release the script of, basically the entire first episode, in a stream of Twitter messages.
Below was Stuart Elliot’s take on Bud Light’s YouTube channel. It seems that Bud Light is releasing a group of videos under the general title, “Hold My Beer,” playing off a group of clips already uploaded to YouTube under titles like “Dude, hold my beer and watch this.” But while those videos feature wild stunts, the “Hold My Beer” videos, are “a lot more sketch-oriented rather than danger oriented” according to the actor John Krasinski, who is one of the creators of the videos. The full articles are here and here.
But the point is here: There is no such thing as a boring medium. What can you do to give new life for your brand by coming up with good ideas; ideas that use popular media in a new, inventive way. From advertising slides at movie theaters to promotional videos that are the equivalent of PowerPoint sleep inducers, how can you break through the clutter?
Got the idea?