Viral Video Production Will Kill TV Commercials
Published: February 18, 2011 at 8:21 am
Instead of high budget adverts placed in extortionate media space, viral video and interactive banners will reign supreme. We’re already seeing the impacts through brands like Snickers who split their marketing budget in 2010 between Online and TV with the ‘Mr. T – Get Some Nuts’ Campaign.
Viral marketing all started back in the mid-1990s when marketers sought to create viral slogans that would be passed on via word of mouth and "infect" consumers such as Burger Kings ‘Have it your way!” Viral videos are just a natural evolution since online video became a popular medium a few years back and now easily shared via e-mail and social media platforms like Facebook and Twitter.
It would be fair to say that viral video was born from the YouTube revolution where content is generated by its users and not the suits at Saatchi & Saatchi or McCann Eriksson who were trying to figure out what will resonate with their client’s audience. Instead the audience was saying back to the ad agencies exactly how they felt and what they wanted. Viral videos achieve their online ubiquity for various reasons, but a video usually has to be original, unusual, unexpected, hilarious or sexy to have a chance at going viral.
Unlike the other types of video that can enhance web business, viral video typically has the greatest effect when it's encountered outside of a company's website. Because the business purpose of viral video production is about distribution and promotions, having it reach as many websites as possible is the goal. But in order to judge the success of a viral video, SEO experts do more than count its number of views; they also analyze what impact the video is having on a company's web traffic. When a viral video is optimized to reach the right audience, its positive effect on a company's web traffic can be overwhelming.Continued on the next page