4 Reasons to Consider Crowdsourcing Your Next Video Project

Wednesday - May 22nd, 2013

Written by: Jolleen Tran

4 Reasons to Consider Crowdsourcing Your Next Video Project

Pepsi crowdsourced their introduction for Beyonce’s Super Bowl Halftime Show, Light Light crowdsourced their latest music video – now Coldplay is participating in the action! Because of the creativity and user engagement, crowdsourcing your next marketing video is an excellent idea with clear benefits. However, keep in mind that using a professional editor or editing team is crucial to crowdsourcing success.

You’ll want to ensure that you have an organized system in place to collect user submissions as well as a process to begin editing footage together. Crowdsourcing a project takes a lot of work and effort, so you’ll want to be sure that you know exactly why you’re doing it! The benefits include:


Instead of releasing just another produced marketing video, you’re giving audiences something fresh that they helped create. This adds variety to the marketing process, making it more fun and appealing to consumers. Furthermore, a brand that hosts contests and voting periods for their crowdsourcing project is actually inviting audiences to watch brand advertisements before the project is even finished! Aside from creating many marketing opportunities, it gives audiences the chance to provide input during the production process, which could give you some insights as to what audiences want to see.

Cost Efficiency

Instead of having to pay for a full production, you can rely on the crowdsourced submissions to save you a lot on the pricing standpoint. Sure, you’ll still have to spend to advertise the effort as well as the editing portion of the project, but when you consider that a traditional 30 second television ad costs $350,000, a crowdsourced project definitely saves a lot of money.

Consumer Engagement

Ultimately, this entire effort revolves around building consumer engagement with your brand. You’re creating ambassadors who will champion your brand for many years to come. Utilizing a content to pick the crowdsourced material gets their friends and family involved as well, as they will all be flocking to vote for the submission. One of the greatest examples of this is the annual Doritos Super Bowl Commercial. Each year, thousands of consumers participate in the contest and many more look forward to the event. This has become a staple in Doritos’ advertising strategy and is a favorite for consumers.

Quick Turnaround

With crowdsourced material, you don’t have to deal with corporate red tape. Consumers can quickly create and produce quality videos without the hassle of consistently having to wait for approval from superiors. Since your team doesn’t have to spend as much time on production efforts, you can manage the crowdsourcing effort and spend your energy where it matters.

Tips for Crowdsourcing a Project

Now that you know the benefits of crowdsourcing your next video campaign, it’s important to consider how you’ll implement this creative strategy. To ensure a successful campaign, consider:

  • Coordination on social media to spread the word and build a user-generated conversation. This will garner interest and get more consumers involved
  • Have a plan for the editing process. Again, editing together all of this material is going to be one of the biggest challenges you face. Not only will the team have to decide what is included and what is cut, but also the pieces will have to be assembled to create a cohesive video.
  • Know how you will distribute it. Knowing whether this video is for YouTube, television, your site, or some other platform will determine how you operate during the process.

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