Viral video is a new breed of strategy that is being widely used in online marketing and online advertising to increase brand awareness. It is analogous to the so called “shotgun” approach in marketing which is rampantly being used these days to increase the traffic to websites that carry company products and services. With millions of websites in the Internet, a shotgun approach is very strategic as it can very well bring to the attention and consciousness of the consumers the brands of products that these videos are promoting. It is very effective yet, it is like a shot in the dark because not every video can turn out to be a viral video in the end.
How does a viral video work? A viral video is born the same way as the rest of the videos in the Internet. It is something that creatively tickles the thoughts, sensibilities, and human emotions in some peculiar way so that it generates attention. It can be funny, cool, educational, unusual or even gross for it to effectively capture the fancy or interest of Internet users. Some of these are innocently created for fun. A vast number, though, can be a subject of diligent planning, strategizing, and execution to achieve a marketing goal. Once it has been uploaded, people who find some value in it or are sufficiently motivated to start sharing it with friends using social networks, share buttons, emails and instant messengers. A successful viral video starts spreading like wildfire or like a viral infection, so to speak, hence the name. This is how a viral video rakes in millions of views and money as well. Thus, viral videos are great vehicles for marketing and promoting brand awareness.
Viral video marketing is not incidental. It is something that is meticulously planned and executed for a definite purpose: increased traffic to the website and, ultimately, sales. In planning a “viral attack”, companies with resources tap the experienced and skilled online marketing firms to ensure success. The ones who come with experience tucked under their belts are capable of taking the consumers to multilevel sort of engagement with compelling videos. To engage viewers, the plot, the story lines, the dialogues and the characters must be exceptional. This will require some really talented and creative writers and talents. The timing of releases of these viral videos must be impeccable so that the next is released while the previous viewers’ enthusiasm is still high enough.
Are viral videos effective in marketing? If the video catches the interest of the public, YES! But, it is like a shot in the dark; the results can be very unpredictable though planning, skills, experience, timing, and, to a certain extent, luck can improve the chances. Having an interesting online video campaign directed at a particular market segment might just get lucky. Being professional in the approaches and sticking to some old, reliable marketing techniques packaged in a twenty-first century innovation might just help. The videos must be able to generate an emotional intensity by having storylines that the target market can easily relate to and a key message that is clear, real and infused with interesting facets. Despite how interesting the video is, it is important to keep it brief, brisk and the viewers hanging for more.
Being able to create a viral video marketing is a challenge and is always worth it because it levels the playing field between small and big players. This can help build small companies as they earn the opportunity to compete better against big competitors that are otherwise tough to beat. While not every video can turn out to be a viral video, it pays to keep on trying because marketing videos is the trend of the times and will always serve a good purpose.