I love it when a client wants to push the limit and gives us an opportunity to create something that could be viral in nature.
I don’t love it when they mandate that the video be viral – to us viral is creating something that is engaging enough for our target and encourages sharing. There’s no set strategy to make it happen, it just does in most instances. I doubt there was any marketing strategy that made this video receive over 6 million views.
What can I say people love animals and they share this kind of stuff. I’m sure you’ve gotten one from your Mom at some point.
It’s a definite challenge to make something hit millions of views as these (homemade) type of videos set the benchmark for branded video engagement. Video content can be a brand’s best friend but it’s a challenge, there is a balance between trying too hard and not doing enough. There’s also the challenge of finding the best way to incorporate any type of branding. At the end of the day our strategy is always to have our consumer engage with the brand/product we are selling, but sometimes that’s not the best thing to do with this medium.
There are some tactics that digital marketers utilize to help initiate engagement and spread the word. I can go on and on about some really great tactics and resources, but to me, there are three key things to keep in mind when developing engaging video:
- Create awesome content! Something that initiates shock, humour or any type of emotion.
- Engage your Fan base (brand influencers and ambassadors) to view and share.
- Search engine optimization and media placement, to ensure video discovery
Sometimes our clients ask for viral, but when we give it to them they’re too scared, and back away. Hence some of our favourites!
The Lemur: http://www.youtube.com/watch?v=b0MaZ1rdwwU
Double Rainbow: http://www.youtube.com/watch?v=OQSNhk5ICTI
Bed Intruder Song: http://www.youtube.com/watch?v=hMtZfW2z9dw
Old Spice: http://www.youtube.com/watch?v=owGykVbfgUE
An awesome interactive video we received from one of our clients today:
One that we just produced:
ING DIRECT: http://www.youtube.com/watch?v=PD5cbFswBew
Lesson learned – viral isn’t the strategy it’s the outcome of a great strategy.
Now go on YouTube and tell us which ones you love!