SAN FRANCISCO — Given the massive consumer interest in the usage of social media, AOL looks for ways to weave social sharing elements into many of its branded videos, said Karen Cahn, VP for Branded Partnerships for Branded Experiences at AOL in this interview with Beet.TV.
That’s why AOL advises its brand partners to incorporate the kind of production elements in videos that have been provided to boost sharing.
In music videos, that would be exclusive performances. For fashion videos, popular elements are recognizable celebrities who are fashionistas, Cahn said. AOL gleans that insight from studying the share metrics in each category and then advising brand partners on what works.
Cahn also said that producers should outline their goals for the video in advance, such as whether the objective is to generate more shares, likes, comments or time with a brand. Then she recommends to test, learn and tweak the videos according to what works.
We spoke with her this week at the OMMA Video conference.
Cahn recently moderated a session on branded Web video for Beet.TV.