“Weird Al” Yankovic scored his first #1 album in his 30-year career this week. How did a song-spoofing middle-aged nerd (sorry, Al) launch to the top of the Billboard charts?
1. Use video – By releasing eight videos in the eight days leading up to his album drop, people had a visual to every song, and a shareable piece of content. Just like Beyoncé did in late 2013, these videos allowed his album to come to life
2. Embrace multiple networks – Granted, the videos lived on Youtube/Vevo, but the true magic came in sharing the videos on Twitter, Facebook, and user-0generated sites like Reddit. The campaign cleverly used Twitter hashtag #8videos8days and added a clever wink to Reddit in the “Word Crimes” video:
3. Embrace partners: When the marketing budget wasn’t there to promote his album, Weird Al shared to the New York Times that: “The videos were paid for by various partner sites that brought their own audiences, like Nerdist, Funny or Die and College Humor.” This also lended additional exposure to these sites’ audiences.
4. Prove you aren’t a robot: Despite having over 3 million followers on Twitter and nearly one and a half million likes on Facebook, Weird Al still takes the effort to respond to comments personally. in the meantime, he successfully refrains from being too self promotional.
5. Be consistent: Instead of waiting a month or more between videos, Weird Al published all eight videos daily, and as steam gained after his first celebrity-filled video for “Tacky,” people were already talking and waiting for the next video. For companies, this advice can cross over into blogging. 92% of companies who blogged multiple times a day acquired a customer through their blog. (HubSpot State of Inbound Marketing, 2012)
So do you need to make song parodies to be a successful social and content marketer? Please don’t. Just use these tips in your marketing, and your followers certainly won’t find you “Weird.”