{"id":323,"date":"2017-02-06T21:10:41","date_gmt":"2017-02-06T21:10:41","guid":{"rendered":"http:\/\/burst.pictures\/?p=323"},"modified":"2018-02-12T14:01:30","modified_gmt":"2018-02-12T14:01:30","slug":"social-media-video-and-citizen-marketing","status":"publish","type":"post","link":"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing","title":{"rendered":"The Power of Social Media Video and Citizen Marketing"},"content":{"rendered":"<h2>How to harness \u201ccitizen marketing\u201d to promote a brand via social media?<\/h2>\n<p><!--more--><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-353\" src=\"http:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-03-1024x682.jpg\" alt=\"video for social media and citizen marketing\" width=\"1024\" height=\"682\" srcset=\"https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-03-1024x682.jpg 1024w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-03-300x200.jpg 300w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-03-768x512.jpg 768w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-03.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h4>Case Study: Human Milk<\/h4>\n<p><iframe loading=\"lazy\" src=\"\/\/player.vimeo.com\/video\/199304998?title=0&amp;amp;byline=0\" width=\"425\" height=\"350\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><em>Our social media video\u00a0for a striking new awareness campaign has notched up millions of views on Facebook by tapping into grassroots community power. Here is the story behind the campaign.<\/em><\/p>\n<p>Since the internet surged into popular use in the mid-90s, a debate has raged about its effect on traditional jobs. One of the loudest chunks of that debate has circled around \u201ccitizen journalism\u201d: an umbrella term for anything from opinion-based political blogs to anonymous expos\u00e9s of secretive professions (such as\u00a0<a href=\"http:\/\/www.independent.co.uk\/news\/uk\/home-news\/online-and-under-cover-the-award-winning-nightjack-blog-is-a-gritty-and-addictive-insiders-view-of-1688856.html\" target=\"_blank\" rel=\"noopener\">NightJack<\/a>). It also includes phone footage sent to big-brand media groups by people who\u2019ve been at newsworthy events.<\/p>\n<p>The independence that drives citizen journalism offers compelling advantages: agility, and the art of surprise. Some citizen journalists may form particular views, or land huge scoops, that set the tone for more established outlets. Information flows in the opposite direction to the standard way: not from the top down, but from the grassroots up.<\/p>\n<p>So if you\u2019re going to market a free, natural product that no major corporation would ever consider promoting in its unprocessed form \u2013 despite its benefits \u2013 the same principles must apply. Welcome to \u201ccitizen marketing\u201d. Here\u2019s how Burst and Tiny Human used it to create a grassroots campaign for promoting human milk \u2013 and broke the internet in the process.<\/p>\n<h2>Social Media Video: Antidote to Formula<\/h2>\n<p>As\u00a0<a href=\"https:\/\/burst.pictures\/human-milk-breastfeeding-advert\">our previous blog<\/a>\u00a0explained, Claire Tchaikowski had enjoyed a career as a recording artist, specialising in haunting vocal arrangements that led to the production of an acclaimed album. She also lent her voice to projects with a more directly commercial thrust,\u00a0such as <a href=\"https:\/\/www.youtube.com\/watch?v=YBhINZYby04\" target=\"_blank\" rel=\"noopener\">the soundtrack to hit video game\u00a0Halo 4<\/a>. But despite copious experience of working alongside entertainment and media professionals in the urban sprawl of London, Claire was not a professional marketer.<\/p>\n<p>When her Human Milk: Tailor-made for Tiny Humans campaign began, it was just\u00a0a <a href=\"https:\/\/www.facebook.com\/milk4tinyhumans\/\" target=\"_blank\" rel=\"noopener\">Facebook page<\/a>\u00a0with a passionate and dedicated following, picked up from Claire\u2019s visits to some of the social network\u2019s busiest breastfeeding support groups. With so many factual inaccuracies clouding breastfeeding matters both online and off, Claire was determined to science the heck out of the issue for as wide an audience as possible \u2013 and in a way that would be embraced by the hundreds of like-minded women that she had made contact with on Facebook and in person.<\/p>\n<p>The <a href=\"https:\/\/burst.pictures\/portfolio\/human-milk-the-breastfeeding-advert\">one-and-a-half-minute human milk promo<\/a> that Burst helped her create can be taken almost as a \u2018counter-advert\u2019: while the campaign\u2019s aim was definitely not to convey a shrill, anti-corporate message \u2013 which some may have found over-the-top or off-putting \u2013 it\u2019s nonetheless an antidote to commercials for, say, formula milk. Rather than trying to market a large company\u2019s latest powdered product in a top-down fashion, the ad is a grassroots-up effort to raise awareness about the benefits of a substance that is entirely abundant and free, but too often unfairly maligned or misunderstood. As such, it embodies all the qualities and values of citizen marketing.<\/p>\n<figure id=\"attachment_352\" aria-describedby=\"caption-attachment-352\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-352 size-large\" src=\"http:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-01-1024x682.jpg\" alt=\"Video for Social Media and Citizen Marketing\" width=\"1024\" height=\"682\" srcset=\"https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-01-1024x682.jpg 1024w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-01-300x200.jpg 300w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-01-768x512.jpg 768w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-01.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-352\" class=\"wp-caption-text\">The launch of the Breastfeeding Advert<\/figcaption><\/figure>\n<h2>Social Media Video and Citizen Marketing: a Complex Chemistry<\/h2>\n<p>Those same qualities and values also came into play in the way that the ad was made and launched. Both experiences relied upon engagement from the same community that Claire had gathered on Facebook \u2013 firstly to cast the film with the aid of some eager volunteers, then to drive enthusiasm for it within the breastfeeding world. Scientific contacts that Claire had reached out to in the run-up to making the film agreed to speak at a launch event on Saturday 21 January at famous science centre At-Bristol \u2013 an upgrade from a previous venue that had sold out in a flash \u2013 and the audience was comprised of people that had found out about the campaign online.<\/p>\n<p>The day was structured as a countdown to the launch of\u00a0<a href=\"http:\/\/human-milk.com\/\" target=\"_blank\" rel=\"noopener\">an official campaign website<\/a>\u00a0that hosted the film, plus the film going live on the initial Facebook page. Claire urged people in the audience to share the website link and Facebook video on their social media feeds, and the final countdown to the launch commenced once the expert speakers had filled everyone in about human milk\u2019s complex chemistry. When the ad was finally screened in the room, the reaction was joyful. People were impressed by the ad\u2019s subtlety, and how it sprinkled 100%-accurate research over the understated visuals in the form of delicate graphics, which sold the factoids as pieces of scientific magic. A low-key musical score and Claire\u2019s calm, soothing voiceover completed the package.<\/p>\n<p>From that point on, the sharing took on a life of its own. By the evening of Sunday 22 January, the Facebook version of the ad had notched up around 850,000 views \u2013 and the following morning, it sailed past the 1 million mark. Considering the context, that was no mean feat: the weekend\u2019s online traffic was dominated by coverage of the worldwide Women\u2019s March protests, planned as a riposte to the 20 January inauguration of Donald Trump as US President. This posed a huge challenge to any newly minted campaign that was looking for cut-through. But online viewers were as enchanted with the ad as those who had attended the launch. More than that, the ad had really struck a chord and opened up an area of common ground to which the breastfeeding community rallied.<\/p>\n<figure id=\"attachment_354\" aria-describedby=\"caption-attachment-354\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" loading=\"lazy\" class=\"size-large wp-image-354\" src=\"http:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-04-1024x682.jpg\" alt=\"Video for Social Media to connect people\" width=\"1024\" height=\"682\" srcset=\"https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-04-1024x682.jpg 1024w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-04-300x200.jpg 300w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-04-768x512.jpg 768w, https:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-04.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-354\" class=\"wp-caption-text\">The power of connecting people through a single message<\/figcaption><\/figure>\n<h2>Social Media Video and Citizen Marketing:\u00a0Flood of awareness<\/h2>\n<p>In the space of just two weeks, the Facebook version of the ad had garnered more than 2.5 million views. Further views of the film on Claire\u2019s campaign website have gone into the tens of thousands. Let\u2019s just put that in perspective for a second:\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=IhYROWOayLw\" target=\"_blank\" rel=\"noopener\">this official YouTube trailer<\/a>\u00a0for Oscar-winning actor Matthew McConaughey\u2019s new film\u00a0Gold\u00a0has pulled in just over 1.3 million views \u2013 and has been online since early September. That really underlines the effectiveness of the ad\u2019s message, and how it has triggered a flood of awareness about human milk by turning the typical rules of marketing upside down.<\/p>\n<p>Perhaps the best way to show how squarely the ad has hit its target market is to quote one of the members of Claire\u2019s Facebook page:\u00a0\u201cIf only this was a commercial on TV! Better yet all breastfeeding coalitions and groups from all over the country should put money together and make this a super bowl commercial!\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to harness \u201ccitizen marketing\u201d to promote a brand via social media?<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[1],"tags":[],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"Matt Packer","author_link":"https:\/\/burst.pictures\/people\/matt-packer"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Power of Social Media Video and Citizen Marketing | Burst Pictures<\/title>\n<meta name=\"description\" content=\"How to harness &#039;citizen marketing&#039; and &#039;social media video&#039; to promote a brand via social media? Here\u2019s how Burst and Tiny Human used it to create a grassroots campaign for promoting human milk \u2013 and broke the internet in the process.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Power of Social Media Video and Citizen Marketing | Burst Pictures\" \/>\n<meta property=\"og:description\" content=\"How to harness &#039;citizen marketing&#039; and &#039;social media video&#039; to promote a brand via social media? Here\u2019s how Burst and Tiny Human used it to create a grassroots campaign for promoting human milk \u2013 and broke the internet in the process.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing\" \/>\n<meta property=\"og:site_name\" content=\"Burst Pictures, London UK\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/burstpictures\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-06T21:10:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-02-12T14:01:30+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-03-1024x682.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/mjpwriter\" \/>\n<meta name=\"twitter:site\" content=\"@burst_pictures\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\">\n\t<meta name=\"twitter:data1\" content=\"5 minutes\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/burst.pictures\/#organization\",\"name\":\"Burst Pictures ltd\",\"url\":\"https:\/\/burst.pictures\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/burstpictures\/\",\"https:\/\/www.instagram.com\/burst_pictures\/\",\"https:\/\/www.linkedin.com\/company\/1481277\/\",\"https:\/\/www.youtube.com\/channel\/UCctDAM8vkAiVEcnyXuCBc_A\",\"https:\/\/twitter.com\/burst_pictures\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/burst.pictures\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/burst.pictures\/wp-content\/uploads\/black-burst-240px.png\",\"width\":240,\"height\":240,\"caption\":\"Burst Pictures ltd\"},\"image\":{\"@id\":\"https:\/\/burst.pictures\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/burst.pictures\/#website\",\"url\":\"https:\/\/burst.pictures\/\",\"name\":\"Burst Pictures, London UK\",\"description\":\"What&#039;s your Story?\",\"publisher\":{\"@id\":\"https:\/\/burst.pictures\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/burst.pictures\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"http:\/\/burst.pictures\/wp-content\/uploads\/social-media-video-citizen-marketing-03-1024x682.jpg\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#webpage\",\"url\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing\",\"name\":\"The Power of Social Media Video and Citizen Marketing | Burst Pictures\",\"isPartOf\":{\"@id\":\"https:\/\/burst.pictures\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#primaryimage\"},\"datePublished\":\"2017-02-06T21:10:41+00:00\",\"dateModified\":\"2018-02-12T14:01:30+00:00\",\"description\":\"How to harness 'citizen marketing' and 'social media video' to promote a brand via social media? Here\\u2019s how Burst and Tiny Human used it to create a grassroots campaign for promoting human milk \\u2013 and broke the internet in the process.\",\"breadcrumb\":{\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/burst.pictures\/\",\"url\":\"https:\/\/burst.pictures\/\",\"name\":\"Home\"}},{\"@type\":\"ListItem\",\"position\":2,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing\",\"url\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing\",\"name\":\"The Power of Social Media Video and Citizen Marketing\"}}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#article\",\"isPartOf\":{\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#webpage\"},\"author\":{\"@id\":\"https:\/\/burst.pictures\/#\/schema\/person\/430576e9b6e5bf02dbe6868b6de5c44d\"},\"headline\":\"The Power of Social Media Video and Citizen Marketing\",\"datePublished\":\"2017-02-06T21:10:41+00:00\",\"dateModified\":\"2018-02-12T14:01:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#webpage\"},\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/burst.pictures\/#organization\"},\"image\":{\"@id\":\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#primaryimage\"},\"articleSection\":\"Video Strategy\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/burst.pictures\/social-media-video-and-citizen-marketing#respond\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/burst.pictures\/#\/schema\/person\/430576e9b6e5bf02dbe6868b6de5c44d\",\"name\":\"Matt Packer\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/burst.pictures\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/598ed8bde3745de5e24a29270c3c886f?s=96&d=retro&r=g\",\"caption\":\"Matt Packer\"},\"description\":\"Freelance Writer for Burst Pictures\",\"sameAs\":[\"https:\/\/mattpacker.journoportfolio.com\/\",\"https:\/\/www.linkedin.com\/in\/matt-packer-95b66318\/\",\"https:\/\/twitter.com\/https:\/\/twitter.com\/mjpwriter\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","_links":{"self":[{"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/posts\/323"}],"collection":[{"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/comments?post=323"}],"version-history":[{"count":0,"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/posts\/323\/revisions"}],"wp:attachment":[{"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/media?parent=323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/categories?post=323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/burst.pictures\/wp-json\/wp\/v2\/tags?post=323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}