Even businesses daunted by the challenges of holding video-submission contests should pursue them because of the potential to create exposure through applicants who post their submissions to social media, writes Deborah Sweeney. Far more than a contest that requires participants to simply "like" a page on Facebook, a video contest means "your brand can circulate further than you thought it might and may even wind up in the laps of major online bloggers and influencers," she notes.

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