Is it true that nowadays almost everyone needs viral promotion?
The answer is Yes!
Advertising isn't what it used to be. Facebook, YouTube, Twitter and other social networks are becoming more and more effective for advertising purposes. It is one of the fastest ways for a company to reach out to its customers.
But how to attract a lot of customers, make them excited, and stand out your brand from everyone else at the same time?
There is a very creative and popular way to do it. Viral video.
Sometimes it’s just unbelievable how such video can get tons of views and buzz, and, consequently, raise awareness and popularity of a company.
Let's go over some undoubted Viral Hits
It is enough to remember a few videos that became viral to understand how incredibly and efficiently it can work.
OLD SPICE
The man your man could smell like
February, 2010
Everyone knows this famous Old Spice guy from the video with quick-witted humous. This made Old Spice the brand that marketers wanted to work with. The video has over 51,5 M views to date on YouTube.
TNT
We know drama
April, 2012
To launch the high quality TV channel TNT in Belgium a big red push button was placed on an average Flemish square of an average Flemish town. A sign with the text "Push to add drama" invited people to use the button. The video has over 53,4 M YouTube views to date and was so successful that a sequel was made to launch TNT in the Netherlands.
VOLVO TRUCKS
The Epic Split feat Van Damme
November, 2013
Watch Jean-Claude Van Damme carry out his famous split between two reversing trucks. It was never done before. Volvo trucks amazed everyone when this video was released. Who’d have thought a truck video could provide over 80,7 M views?!
METRO TRAINS MELBOURNE
Dumb Ways to Die
November, 2012
The social viral video is also a great example of success. It is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, to promote rail safety.
The campaign video went viral through sharing and social media and became so popular that even Dumb Ways to Die Game, Gift On-line Shop were created. (You can read more about it here).
The video has almost 111,4 YouTube views to date.
How to Be Viral?
There is no certain way or tips how to make something go viral.
There are just several common things that can be found in videos that became viral.
One of the best attempt of such research has been madden by Wharton professor Jonah Berger. It is famous joint paper with Katherine Milkman called What Makes Online Content Go Viral? where the authors found some common characteristics for viral content:
- Positive
- Causing strong emotions (fear, joy, surprise, anger)
- Interesting
- Practically useful
That means a viral video shouldn't be always fun. It should evoke some emotions in order to viewers will be impressed with its main idea, with the way this video was done, and, of course, the brand in a certain way.
What Can Viral Video Actually Do?
Well-planned and qualitatively implemented video can bring a lot of benefits to a company.
What are that benefits? They are mirrored by research from Kelsey Libert and Kristin Tynski, published on the Harvard Business Review.
Here are some very strong reason for making content go viral from the research:
- Break through the noise
- Create massive brand exposure and free press
- Generate high levels of social engagement, sharing, and brand interaction, which can lead to sharp increases in digital brand advocacy
- Massively improve organic search rankings
- Increase brand engagement.
Viral marketing is really the goal of many companies looking to leverage the social media space to promote their products.
ОтветитьУдалитьViral marketing can help build brand recognition instantly — but is easier said than done. Post of current interest. Thanks a lot for this information