The 10 most shared YouTube videos of March among them, Iirima's introductory video can be found in 7th place, which has collected in less than a month over a million views:
httpv://www.youtube.com/watch?v=9wmIZEl1nSo
Irish population is not significantly larger than Estonia (less than 5 million), and in many ways we are similar countries and peoples.
At the same time, all video clips introducing Estonia (91) have YouTube.com/BrandEstonia and YouTube.com/VisitEstonia accounts with a total of only 147,842 views (an average of 1,600 views per video).
The reason is certainly not the inferior quality of the videos, several clips are technically even better than the Irish example. The question is more about how the video speaks to the viewer perhaps the emotion of watching the video makes you share it with others and comment on it. For example, the Irish video has several comments in the style of "I love my country", "this is my real home", etc...
The Estonian clips have rather neutral comments and quite a few of them, while there is nothing wrong with the videos:
httpv://www.youtube.com/watch?v=CH2u8ZCeRns
How did you feel? If you liked it, would you add a like, comment or share it?
At the same time it is Iceland, where the population is even smaller than Estonia produced cool clips for their marketing, the most popular of which is probably:
httpv://www.youtube.com/watch?v=npawmHVaf-E
Fortunately, there are also good examples from Estonia, but not in the form of direct reputation videos, for example Ewert and The Two Dragons has received "Good Man Down” to the music video, where Estonian nature is also shown very well, over 1.6 million views, maybe here is an idea about the background music of reputation videos.
YouTube is a social media channel, in which when producing content, you should always first think about whether and how it speaks to the viewer, i.e. whether a high-quality, well-produced reputation video also gets the viewers' attention and makes them recommend it to others.
Getting attention for Estonian reputation videos is not only the responsibility of EAS and others - every viewer can also contribute. Probably one of the reasons is the stereotypical attitude of Estonians that if something is well done, you don't have to start praising it right away.
A year ago, Kaupo Kalda talked about how Estonian reputation videos could be better featured on YouTube, I added several technical and less technical comments to it. There is still room for development on the part of both producers and viewers.
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