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Viral Video Production Will Kill TV Commercials. 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 halved 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. But defining a viral video is much easier than making one. In fact, Kevin Nalty, the author of Beyond Viral posted the same video twice and seen one go viral, but not the other, leading him to conclude that "you never know" what will be picked up by viewers. While some viral videos are just silly home videos captured on a Flip camera, viral video production can be part of a concerted marketing campaign. Take Old Spice, whose "Old Spice Guy" campaign helped the brand generate tens of millions of views on YouTube and increase sales by 107 percent. Still not convinced? Here are some findings that might compel you to add video content to your marketing campaign: - Online video is the only advertising medium with a growth rate of 40 to 60 percent per year. More traditional media, like television and print, have flat or declining growth rates. - Online video viewing is increasing across all demographics. A bigger video audience means you can target more viewers and potentially turn them into customers. - The ROI of getting in front of customer eyeballs through online video is typically high, because of low production and distribution costs. - A video by topic is about 10 times more likely to end up in the top 10 search results than a text piece of the same topic, since search engines try to diversify the results. In short, videos get preferential treatment, and there's a better click through rate than with text pieces because videos show up with a hard-to-miss thumbnail. So if you hold the purse strings to your brands marketing budget remember, Video is the most visceral and interactive form of social media, which makes it the most effective and persuasive marketing tool. People remember video more than, say, a banner ad. Embrace the future become a pioneer and get people talking about you through viral video production.
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