Viral Video Branding – Chasing the Elusive Unicorn

Keep in mind watching a video so funny or inspiring, you had to share it with your friends?

Virus-like videos have increased in popularity over time thanks to the proliferation of online video sharing sites such as YouTube and Vimeo that allow the easy writing of videos. Brands are starting to use virus-like video promotions in order to reinforce their brand image. Smart move considering that the average person usually spends 15min online everyday and that it receives 2 billion views each day. Virus-like video marketing offers the promise of unparalleled levels of brand awareness and engagement. buzz

Yet , the positive picture is shattered by the fact that brand managers are ill-informed or have unrealistic expectations of the shiny new toy. They often delve into viral campaigns without totally understanding the intricacies of viral video branding; an ill-conceived viral video can in the end damage brand image. 

But fret not, we are going to here to clear up some common misconceptions.

False impression 1: Viral videos require a fraction of the time, effort and money to create.

For some unusual and obscure reason, many people (yes, marketers too) seem to be to assume that these videos require less time and effort to produce. Snap out of those thoughts, must be truly successful video requires meticulous planning, great consumer insight as well as an appropriate budget in order to make everything work out-unless you’re fortunate to get the right mix of elements such as content and timing right At all times.

The Old Spice online video is a superb case in point. It comes across as a low budget virus-like video advertisement. But imagine what, a lot of effort, some resources were spent in so that it is all happen.

In a nutshell, viral videos require more hours, effort and money than many think they require.

Misconception 2: Viral is always GREAT.

Many viral video marketers are quick to glorify the successes of their videos. But it will take an astute critic to realise that they have seriously downplayed the likelihood of the viral online video backfiring on your brand. Rather than building the brand, a backfiring virus-like video can amass negative buzz which eventually problems the brand. The bad news is that there is no accurate way to control or anticipate the results of the online video. Consider the situation of Nokia, the creators of the award-winning PlayStation brand. Fiat is a company commemorated for their creative imagination and innovation. The company made a decision to employ a virus-like marketing agency Zipatoni to make a viral online video to drum up interest for their new mobile device the PlayStation Lightweight. Everything took a convert for the worse after that. The video was so terrible that fans required it against Sony on the social media sites.

Sony removed it soon. Making the following press statement.

“Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh??? ), Peter is not a real hip-hop expert which site was actually developed by Sony. Suppose we were trying to be simply a little too clever. From this point forward, we will just stick to making cool products, and use this site to give you nothing but the facts on the PSP. inch Sony Computer Entertainment America

Fortunately for you, we found a surviving duplicate of the video on YouTube! P. S: Disengage from source immediately if you experience any form of discomfort.

Misconception 3: The odds of a viral video is noticeably high.

It could seem to be true to the man in the street that virus-like videos generally have a high rate of success. Not surprising, given the fact that we’ve seen spectacular examples in recent years (especially those amazing Superbowl ads). Perhaps it has encouraged brand executives to be extremely positive to find viral videos’ success rates.