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Related Tagsadvice agency blog consultant dexterity dexteritymedia expert gallucci galluccinet giovanni giovannigallucci guru management marketer marketing media online optimization pr pro professional promoter promotions public relations representation social speaker the theagencyblog trainer training video viral Show all TagsConsumers are bombarded with advertisements at every turn in today’s busy world. Virtually every we look we see advertisements, TV and radio are old standbys but ads are popping up automatically in emails, embedded in online articles, and you can’t watch a news video online without a commercial first. It seems like everywhere we look we see blatant ads for various companies, but what if there was a much more subtle and successful way to reach consumers? There is, and it formed on the heels of the popularization of social networking websites and promised to give marketers a new way to reach consumers. Companies want to reach consumers but with the inundation of advertisements consumers are becoming more and more immune to them and ignore them all together. What used to bring in business and yielded good results are no longer effective. Pop ups are no longer welcomed, banner ads have no effect, and the page is quickly changed if it contains too many text ads. This is why many marketers are embracing viral videos as the future of advertising. With this new type of advertising, at least for now, marketers can once again reach people with their message. At first viral videos were nothing more than short funny clips shot by users that shared them on video sharing web sites. This practice stayed low key for a while, but after these sites exploded in popularity advertisers realized they could tap in to the viral video scene and make a profit. Viral videos are viewed by millions, shared prolifically, and even make headlines on TV and in Newspapers. What started small as nothing more than sharing a few laughs among friends grew to a phenomenon with great potential for companies looking to boost attention and sales. Viral videos are a great way for any company to reach an audience. Many big companies have successfully used viral videos as a part of their marketing strategy as well as small ones. For companies that want to attract attention but don’t have a huge budget, viral videos are the way to go. Inexpensive or free to produce, viral videos can give back much more than what was invested. The success of viral videos is easy to trace by the number of views and they market themselves from person to person. Companies don’t have to pay to have someone to spread the word; it is done for them by viewers who like the video. Many successful marketing campaigns have been launched using viral videos but not all tries achieve success. As popular as viral videos are, it takes a special blend of appeal and luck to get a video to go viral. Video are only successful if they are funny, uncongenial, reveal a little known truth or facts, or otherwise engage viewers and give them a reason to share it. If you want to cash in on the future of advertising take a few lessons from already famous viral videos and then go make your own. | |||||||||||||||||||
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November 2007 Not sure if videos on websites is the future of advertising, but it's certainly where traditional creative people want it to be, so they can keep producing their TVC's online. Most viral videos are what we call "Viral Lite" marketing. This is because the marketers incorrectly focus on how many people see the video as the form of measurement. The number of people who view a video around the world is generally irrelevant in the scheme of things. Particularly if most of them aren't even in the geographic market. When a person views the video the marketer should try to gain knowledge at the same time, such as contact details, opinions about the brand in the video, the video's influence on their potential behaviour, or maybe download a voucher to trial the product. Marketers should always try to gain knowledge whenever they interact with customers and prospects. Not everyone will respond, but many will and they will provide valuable insights that are useful for the brand. Audience reach is a nebulous term, it's what people do as a result that counts, not how many people view the message. It's better to gain knowledge from a few than gain nothing from many. As for distribution, you start with your different circles of influence - those people who by the shear fact they forward a message it gets read by recipients and those people who are just connected to lots of people. Once the campaign "goes viral" you start your publicity to drive comment in press, radio, television, blogs and other forums. Use budget that would typically be used in mass media to promote a brand to gain publicity and drive the viral effect. You're right, it's better to have the audience pay for the distribution than the marketer, as the recipient is more likely to open a message from a friend or colleague than from a corporation. The principle is not new, it's one of the oldest marketing tools in the book - based around member-get-member or friend-get-friend programmes, just delivered in an accelerated format due to the speed of internet technology. We've built valuable lead banks for clients using online games for example that are distributed virally. I expect the real change in this space will be the number of agencies that aren't involved in producing the videos, as they will be created by customers or marketing staff - and most agencies haven't realised their pending redundancy in this space.
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(November 2007) (
