We've all heard the term, and who wouldn't want to produce a video that is ultimately seen by millions of people? But throwing around a term like "viral video" has become as innocuous as the term "social media". The words get thrown around but people don't always know what they mean.
The problem is people hear these buzz words and like a chubby kid in a candy store their eyes widen and they salivate at the thought. There is no magic button that can create these anomalies of the internet...they happen organically and in most cases by accident.
What defines a viral video? We all know of the Youtube sensations that get well over 1 million views. Depending on the intent, I might consider that viral. We have videos on our Youtube page that have over 35,000 views...is that viral? Depends on who you ask, but most would say not close. Some clients are thrilled to break the 1,000 mark. Whether you have 1 view or 1,000,000 it doesn't mean a thing in our business unless there is a response from the viewer to either visit your website or call to learn more about your service or product.
A video like "Double Dream Hands" (one of our favorites by the way) gets millions of views and in its own way is genius marketing (whether it was intentional or not) because that guy has been all over TV and you know that his website advertising choreography classes has been inundated with hits.
The best case of viral videos in our business has arguably been The Old Spice Guy . Over 33 MILLION views as of this writing! Did the Old Spice people know that campaign was going to go viral? I'm sure they hoped it would but they had no way of knowing. Bottom line it is great creative and perfect casting that re-birthed a brand that most men in the crucial 25-35 demographic would never have considered buying over the more hip competition (AXE anyone?). The genius of the campaign is that it targets women while selling a product for men. Everyone in advertising knows that women make the purchasing decisions.
Going back to our original client who wants to produce a viral video, it can be done in the corporate/commercial world. Like any good advertising it takes out of the box creative to grab an audience, and realistic expectations. No one wants a sales pitch. There has been no better time for video advertising. Who would have thought, even 5 years ago, that 33 million+ people would be searching for an Old Spice commercial?! Think of that, people WILLINGLY searched out advertising in an era when people DVR shows and skip past commercials!!
So you want to create a viral video? Get in line. Maybe the latest sensation will involve a wiffle ball freezing in mid-air, although we're not holding our breath. Remember, it's all about the soft sell...
For more information find us at www.take2vm.com
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