The evergreen concept for wine video is a term I have never heard anyone in the wine industry use.
I use it all the time and have written about wine and video considerably. I have looked at my wine channel on YouTube as a challenge and an opportunity. I have been, of course, frustrated as many content producers on YouTube with arbitrary rules. In spite of YouTube operating as vlogger Phil DeFranco’s says “I am tired of trying to deal with the alcoholic negligent stepfather that is YouTube…..” in April of this year (2018). In spite of the difficulties of dealing with non-logical rules on the media –I have like the term evergreen focused on continuous improvement.
I do think the wine category on YouTube has been both mis-understood by YouTube but also by the wine producer community. The wine producers have in my experience have not always been that excited about wine video reviews. I might get some producers that are absolutely superb and do promote my videos and even uploading video link to their website. Others either because there is no active engagement on social media or perhaps a thanks is not needed.
I have had one producer from the Santa Cruz Mountains AVA instead of showing gratitude acted with attitude. I kept video up and I moved forward. I was sure the point of his negativity perhaps he felt his wine deserved more points? I never got any additional feedback to my query. I had one wine marketer who offered one of her wine makers for an interview to me. I uploaded video and let her know when it was uploaded and she said she would not publicize video because it didn’t have enough hits. I let her know it was not just my job to publicize and that I am not going to artificially increase click rate–I insisted it had to be done naturally. This winemaker is not a well known name. I did explain both labels and people if well known tend to do well in video click rate than lesser known regions, varieties, producers or personalities. And I did ask for her to do her brands part to promote additionally. Never mind that I spent time producing, editing video–I was not compensated for even my Uber ride to the site where the wine maker was pouring his wines. I have had to do more to remind producers that what I do is for free–especially today since I am missing one critical metric that YouTube requires for monetization (I meet two out of three requirements for monetization).
Wine and video content is a superb challenge on YouTube but it need not always be the case. Ralfystuff (Ralfydotcom) is a Scotch Whisky channel on YouTube where he has over 100,000 subscriber and over 25 mm hits on his videos. Now the whisky world might be considerably smaller than the wine world in terms of number of labels. But what Ralfy highlights can be rare or obscure Scotch labels that are not available outside of Scotland. But for the love for Scotch is finding content even on the obscure stuff.
Now I frame this around better known wines and producers have a greater click rate than say a small AVA in the US or a micro producer in Uruguay. It has been my focus to be looking at wine regions that perhaps have received less attention or even rare varieties. My mission is to make that which is obscure less so. In my mission, I hope Schioppetino, Jurfark, Tazzelenghe or wines from Valle d’Aosta or Jura and many other varieties, regions and producers as something to be sought after. I hope the rare varieties are less rare in the future that is that they get more acres/hectares planted. My viewership has been increasing over time and I think that all metrics drive us forward as we might always see what we are doing is good but not great. I do know that a vast majority of my 2,600+ videos are a body of work that is evergreen. My evergreen content is a mindset as well. I am not sitting around hoping for viewers come to watch my content but to give opportunities to view later as well and in me doing so is to remind people not just once but several times. I am an active promoter. I use the following hashtags to let people know it is being re-promoted – #rewine #rewind #replay.
Simply because on first publish of video didn’t mean my job ended there –it meant it was for me to leverage: repost, place on new media and channels, link to logical choices, add to specific playlists and highlight to producers for them to retweet, like, post on their site, make a comment, and so fourth.
I do have specific goals so I am not just a passive content creator “oh gosh I hope someone sees my video….” Instead my goals ares specific video channel metrics and not just looking at my average viewership but cultivated the lesser known videos as well to be viewed more often. Daily vloggers best success is a day to 72 hours after posting–and that is it! Evergreen content is that which can be leveraged time and again not just a few days post publication.
I have talked about wine and video and have found that few people have the same interest in wine and video–as if the video medium was either useless or not valid. I have given presentations on social media and video at few have found it an opportunity but many producers have seen it as a burden instead of another way to set themselves apart.
Much is to be gained and uncovered by video that writing cannot do alone. A fantastic voice, great editing, moving content….. the list is endless and so are the possibilities.
So if you are a wine producer–do your part on content that someone might have posted for you already–give a like, subscribe to their channel, RT, share video on your website, make a comment–there is much that you can do. Evergreen content is an asset to you that can be repurposed and re-engaged more than once for your customers.
If you are a viewer you can do the same thing and in doing so spreads the word on the content you just viewed.
Thank you for reading and of course thank you for watching my video content!
James the Wine Guy
Demystifying Wine…One Bottle at a Time from all wine regions around the world.
© 2018 James Melendez / James the Wine Guy— All Rights Reserved – for my original Content, drawings, art work, logo, brand name, rating, rating graphic and award and designs of James the Wine Guy. James the Wine Guy is also on Facebook, Twitter and most major social medias.
Photos courtesy of Pixabay.
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