Nobody really knows why a video goes viral, but when it does, it's reason for exorbitant celebration by the creators of the video, because the benefits in terms of brand recognition, traffic generation and general activity levels are huge. As I am spending the week in Belgium with my family, TNT (the cable TV channel) is announcing it's launch on the Belgian market, and the video has gone viral, having been viewed 24.5 million times in 7 days.
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Coca Cola - the number one brand in the world, according to Interbrand’s research, released last week its campaign for the 2012 Olympics.: move to the beat. Although Coke has always been a major sponsor of the Olympics, this is the first time they advertise that sponsorship by releasing a video, and creating an interactive element on Facebook.
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TubeMogul has some interesting video stats which we discussed in this
blog post. These stats beg a bigger question: why are the majority of YouTube video’s attracting very little to no views? I think there are two kinds of reasons for this:
- Reasons related to the content of the video
- Reasons related to the optimization of the video
We addressed some of the content issues in this same post, in the assumption that your content adds value, and is structured correctly. If you are looking for some input on how to create good video content, we always recommend creating customer stories, expert interviews and how-to video’s. If what you are talking about is compelling enough, your content will be as well.
What a lot of people forget is there is more to making a video then actually creating it. You also need to promote it, so it can get found. Here are some tips to make sure you get the most mileage out of your YouTube video
- Branded YouTube channel: invest some time and effort in making it look good. It will be worth it
- Title: you will need to balance getting keywords in your title vs writing a title that still makes sense AND is compelling
- Descriptions: leverage them as much as you can. Embed your keywords, make sure you feature your speaker names in them, and put a clickable link within the first 20 words, assuming you want to drive traffic to your web site
- Tags: make sure your tags are relevant, as detailed as possible and consistent with each other. Use your top keywords, brand name, city and topic at a minimum
- Web Site: make sure that you embed your video on your web site, optimizing the landing page. We recommend uploading to your web site first before uploading to YouTube, so you can get mileage out of the back links
- Community: encourage community interaction by enabling ratings, using annotations, and referencing your other video’s in the responses you post to user comments, when relevant. This will help your video getting found by your target audience
As always, I’d love to hear your thoughts. Please feel free to share below.
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Getting your video to go viral is not an exact science, but it always revolves around content. Marketers who have had success with viral video usually have a solid content strategy, and an engaged social media community that was built over time that shares your content. In the case of a viral video, the content is thought provoking, and original. Carlsberg does just that with a Belgian TV spot – a market that is so saturated with home grown beer that you need to do something to stand out. To watch the video, click here.
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We have dedicated a few posts now to the need to be different and innovative, to stand out from all the noise in the market place. The Elementary Teacher’s Federation of Ontario has done just that. They have created a series of TV, radio, print and online ads which start with an anti-kid teaser, to then make a 180 degree turn explaining why it is important to vote for the party that will actually put measures in place that benefit the school system and the children.
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We are about to embark on a project which involves creating a video that features 6 executives in 6 different cities around the world. The final product will be two sets of web video’s: one featuring highlights from the 6 different presentations, and the 6 individual presentations which run at about 2 minutes each.
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One of my big soapboxes at the moment is labeled “be positive”. Over the last few years, we have seen a lot of marketing that was based on fear. The kind that would get you to call xyz to prevent foreclosure, or the kind that would get you to hire a lawyer to go up against your bank that had just gone out of business, a hospital, an employer, an insurance company,
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Did you know that according to TubeMogul.com
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KLM has launched itself into some one-to-one marketing, using social media to track down passengers about to board one of their flights, and surprise them with little gifts. The gifts are personalized, based on the input they gathered through social media.
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Barbie has been tasked to help out Nokia. Nokia used to be the biggest cell phone manufacturer in Europe, but ever since the rise of the cell phone, and the extremely aggressive competition from Apple and co, things haven’t been so good.
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