Viral Video Marketing 101 - Can it actually help your business?
Viral Video Marketing 101 - Can it actually help your business
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When I sit down with new clients to discuss a web video strategy, the term "viral video" comes up about 75% of the time. Before even thinking about whether initiating a viral video campaign for your business, it is important to have a solid understand of what it actually is
What is Viral Video?
To make it as simple as possible, a viral video is a video that becomes popular due to a combination of internet sharing, conventional media coverage and off line conversation. Typically (but not exclusively) a viral video will be entertining, shocking or have a positive social agenda. In order for a video to considered viral, it must have at least 100,000 views, and must have earned them over a somewhat short period of time (less than one year online)
How Does a Video Go Viral?
This is truly the million dollar question. When a video achieves viral status, it can earn literally millions of free engagements for the content producer/advertiser. Although no one can ever guarantee that a video go viral, there are certainly steps one can take to give it the best chance.
Content is King - You've probably heard this before, but it is more true than ever when it comes to producing viral video content. Basically, if the video isn't good (and this does not necessarily mean production value) then people won't share it.
Social Media Mayham - There are now literally hundreds (if not thousands) of social media outlets and blogs that can help share video content with the world. Make sure to build up your presence in as many social media networks as possible. Share, Share, Share!
Gatekeepers - The truth is, one of the best ways to start a viral "seed" campaign is to have really prominant online personalities share and recomend your content. Some of these people have enormous speheres of influence, with personal networks with millions of contacts. Get one of these people to share and you are on your way.
Advertising - You didn't really think going viral was free did you? Companies spend hundreds of thousands of dollars to "seed" videos all across the net so it reaches a large group. This isn't always the case and a video can still go viral by itself, but it is becomming less and less likely.
Is Viral Video Right For My Business?
This question is a little easier to answer. By nature, viral video reaches a huge amount of people over a huge geographic area. If your a business that is geographically bound (pretty much any local business) then viral video does not really make sense for you. If you are a local restaurant and produce a viral video, it might bring millions of views, but also might not bring in a single new customer.That would not be a good ROI. Local video marketing like a video profile and customer testimonial videos will likely be a much better solution for you.
On the other hand, if you are a larger brand or online based business, your customers are in many places and a viral video might be a great way to reach them. The key is to really understand exactly who your audience is, and produce content that will engage them specifically.
Where Can I Find a Viral Video Producer?
If you have decided that a viral video campaign is right for your company, you need to find the right people(s) to produce it for you. Start with a google search for Web Video Agencies and look for companies that have produced viral content in the past. Ask them questions about how they seed videos and get an estimated CPE (Cost Per Engagement)
The Signature Video Group is a Toronto based web video agency that specializes in producing branded content and viral video, so they might be a good place to start.
As web video continues to evolve, viral video strategy will evolve as well, but these tips should at least give you a basic understanding of what viral video is, and if it's right for your business.
Good Luck!
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