Everyone knows that video
is an immensely powerful medium but let's face it, just because it's a video
that doesn't automatically make it great. Success is not guaranteed.
the boss, in his or her infinite wisdom, says, "What's needed is something that
stands out and gets us seen by zillions. Let's make a viral !"
your video go viral is every marketer's dream. We've all seen SuBo and the
piano-playing cat, rack up massive hits. "Okay, marketing department," the boss
continues, "maybe we don't actually need zillions, just 500,000 will do
Unfortunately, whilst those numbers are the dream, they are
pretty rare. According to You Tube expert Josh Rimmer, up to 70% of videos get
less than 100 views. Only 1% reach 500,000.
But don't get disheartened.
Keep it in perspective. There are things you can do to raise your visibility to
the level you need.
Let's assume your company makes widgets. It could be one very
special widget, or all types of widgets for lots of different uses. No matter
how fantastic it is or they are, unfortunately not every widget buyer will be
currently in the market for widgets right at this very moment.
solution is to create a memorable video, preferably involving widgets in it
somewhere. It probably doesn't matter if your video features the one special
widget or lots of different widgets, but it helps if it shows that you are a
maker of widgets. The key word, if you missed it, was "memorable".
performance of your widget(s) would be nice to demonstrate but facts and
figures easily get forgotten. What sticks in the memory bank are feelings of
emotion. Humour, sadness, entertainment are top of the list but it could also
be something truly amazing or even outrageous. The aim is to lead your viewers
beyond the first 5 or 10 seconds then keep them watching by engaging their
interest so that both your company and your widgets inseparably become embedded
in their immediate thoughts, but more importantly, in their subconscious
activity. Uploading your video to You Tube and just leaving it to fate will not
get it seen. Here's the shock statistic: Big companies typically employ
agencies to generate those mega viewings paying around £1000 per 10,000
hits. But, if you are clever with your targeting, you don't need to do
You Tube is the second largest search engine. So, just like your
website, every upload needs to be optimised, with a title, description and
| Next, have a
realistic plan of who your audience might be. You then need to distribute it
like any other advertising medium, by promoting. Ask yourself could you handle
500,000 enquires from all around the world or are you actually looking for
clients in particular market sectors or geographical areas? You'll have a
database and other free or low cost resources already, so why not use
Use You Tube as an incoming link to generate visitors to your
site, but not as an outgoing link. Outgoing provides a route by which visitors
can leave (maybe even suggesting competitor videos?)
Which is more important?
Content and distribution are
both important, but remember that content is always king. The best distribution
will backfire if your video does not entertain and make people love your brand.
The key to success is to harness the skill of a professional company that will
produce your video properly. If written and produced well, it will be
remembered by those that matter and if your original thought about numbers
still turns you on, it will probably get passed around anyway.
You Tube Case study (video above)
made "He's a Man on a Mission..." viewer
retention was the first of three objectives. You Tube analytics showed that it
retained around 90% of its audience to the end
("absolute audience attention"). It rated above average to
high, against other deemed to be comparable
("relative audience attention"). Download the You Tube reports
from the highlighted links.
Second objective was geographical targeting
to strengthen our presence within a specific area. That targeting also enabled
us to assess feedback for our final piece of research, to assess whether the
market accepts advertising boundaries being pushed. Unsolicited responses were
all positive, liked and memorable, proving that it can and therefore does
If you would like help creating a
viral video about your business or your products, why not give CorpFilms [UK] a
"It's what we're known for. It's what we do well"