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2 min read
Viral videos that capture the attention of the world
Posted in Social Media on 11th June 2016 9:45 am
If you’ve managed to avoid the ‘Laughing Chewbacca Woman’ in the last few weeks then it is likely that you have been living on his home planet of Kashyyyk yourself. With nearly six million views it is the latest in a long line of viral videos to capture the attention of the world.
Back when ‘Charlie Bit My Finger’ and ‘Piano Cat’ were making waves as video phenomena, such viral success was rare. A few videos a year hit the big time. Yet now every week there are videos that blast in, swarm social media and now the mainstream media and then are replaced by the next funny or shocking clip.
Video is clearly now one of the most popular and successful marketing channels. YouTube reaches more US 18 to 49-year-olds during prime time than the top 10 TV shows combined.
So what does this mean for marketers? Should you be donning your Chewbacca mask and laughing hysterically? In short, no. Video and viral video are not the same. Going viral is an effect not a cause. Brands are desperate to create a ‘viral video’ and have their content create a huge impact and be seen by the largest audience possible.
However, looking back through the success stories, very few viral clips have been manufactured by an organisation. It’s mainly the unexpected ‘real’ videos that gain the biggest traction. And with new videos seeing millions of views every day, it is even harder for a brand to make a big impact.
But with video being such a popular channel, how can marketers compete with the latest cat meme?
Don’t try and emulate the formula of viral videos. It is tough for the majority of brands to be funny or shocking. Instead do what you do well. Choose content that is best delivered as video. Make sure your content is interesting, relevant and improves a customer’s interaction with your brand.
Show who you are as an organisation and most importantly remember that a successful interaction that leads to a sale with one customer is more valuable than a million viewers that will never purchase. You’re not looking for a viral video – you are looking for a successful video and there is an enthusiastic audience out there waiting for video content.
If you enjoyed this blog, you may enjoy our article discussing our Top 4 TED Talks Marketers Should Watch!
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