Viral video — are you the expert?

It started with a simple question.  Do you viral video?

Let’s wrap up our discussion on the phenomenon of viral video and its many purposes. 

We’ve culled through the stats that show the rapid rise of viral video viewing, we’ve talked about how some companies are using the medium to just get in front of as many people as possible and we’ve also looked at the educational aspects of the medium.  In the last installment, we also talked about how some are using video simply to be heard over the din of marketing messages.

One of the other applications/goals that seems ideally suited for video is demonstrating an expertise.  While writing a white paper for your website or even sharing your PowerPoint slides will allow you to share your expertise, it lacks the emotional connection that a video can give you.

Matt Dickman, from Fleishman-Hillard, has really established himself as a social media tools expert by producing a series of videos in which he dissects a particular application or site.  In the example below, he introduces his subscribers to Utterz.


The beauty of what Matt has done is that he’s become our tour guide.  He makes his audience comfortable with the new tools. He explains them in language that everyone can understand and he takes the time to lay some groundwork before he dives in.

With his series approach, we also make the assumption that he knows a lot about ALL the web-based tools out there.  Does he?  I don’t know, but he’d sure be one of the first I would ask. He’s proven to me that he’s an expert in this field.

How could you use viral video to spotlight your expertise in a way that’s both compelling and something people would want to pass onto their friends/peers? 

How could you use viral video to showcase your skills if you wanted to be the on-air talent?  How about if you didn’t?

Other posts in this series:
Do you viral video?
Viral video – are you looking for a lot of eyes?
Viral video — are you trying to educate?
Viral video – are you trying to be heard over the noise?
Viral video — are you establishing yourself as an expert?