Not all products can create a quirky and catchy viral video campaign like "will it blend" from Blendtec but most could benefit from utilizing web video in their marketing efforts. The production & labor costs to create a solid program are at an all time low per minute price tag. Yet most companies simply don't have a clue how to approach the content to properly reach the consumer and convey the message. Most marketing VPs are thinking "we need online video" but they really don't have the thought process as to scripting, staging, progressing and spreading the content in order to make it meaningful. It really all starts with your product or service and defining the value proposition, features, functions and benefits. I would hope that most companies already have done that as part of their product positioning planning but either way these are the core things that define what you want your customers to know. The hurdle is how to pack all of that into a visual that should only last a minute or two. And while this is the hardest part, it also presents a fun laboratory for your brand. One of the best ways to to use web video is to embrace the the conversation with your fans, customers and followers. Why depend on a few internal brand managers or marketing directors to present the perfect solution when you have a world of honest and creative help at your fingertips? Let these people tell you what gets through to them, what type of content would make an impact and their best ideas for presenting your product. The Blendtec campaign was effective because the audience was involved and part of the content creation. They said what they wanted to see blended and it happened and the collective creative hordes spread the brand like wildfire. This is one of the areas where a company can use it's blog, social networking program and web survey tools to collect honest data and structure their web video content with informed perspectives to be effective. Imagine giving customers an online video experience that immerses them in your brand and value proposition quickly and effectively with a clear call to action and path to it. This is what most brands aren't providing. Video content is still the fastest growing segment on the web today and is poised to become fully mobile and accessible anywhere over the coming years. Your brand is already a couple of years behind if you aren't already planning and executing a strategic program for online video distribution.