Why are businesses still making antiviral videos and expecting viral results?
It seems that businesses remain in the box of advertising to the social web just like any other audience. The web community continues reject traditional media advertising entirely, even so much as a website link at the bottom of videos. Are there any companies getting real-life footage of their people in the office and beyond?
Good Answers (5)
Miguel C
Senior Analyst at Zocalo Group
Best Answers in: Internet Marketing (1), Viral Marketing (1), Change Management (1), Professional Networking (1)
Can you really "make" a video go viral? Isn't it the community that ultimately decides what goes viral. A business can create something that may qualify as viral worthy, but unless people share the video, it doesn't matter.
I think the key is creating story about a business or brand that resonates with an audience, but some of that is still trial and error.
The discussion is definitely relevant.
A more interesting question may be what are businesses gaining from viral video campaigns? Is may more beneficial to a business to execute web video marketing campaigns that engage an audience, albeit perhaps on a smaller scale, versus creating a video in the hopes that it will go viral.
From a viral campaign, is a business generating something beyond buzz or hype and actually converting a prospect into a customer or selling a product?
The best web video marketing campaigns are the ones targeted to an audience that engages with a company AND also helps the company engage with other people via viral marketing.
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Adam J
Search Engine Marketing Director at NetPlus Marketing, Inc
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It's not just with video but with the web in general. We're what, 10+ years into this whole innernets thing and lots of marketing people still don't understand if you want to broadcast the SOS on the web, the message will be ignored. Create something interesting and human and it has a much better chance to resonate with people even if it is not a huge viral success.
Allen L
Independent technical documentation professional
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Businesses change when what they have always done quits working. I don’t mean something better comes along, I mean flat tire stopped on the side of the road quits working! A few businesses in every industry do look for and constantly try new methods and those few create the body of knowledge that others copy.
Even the advertising experts out their will admit that while there are some guidelines, no one really knows in advance what will go viral. It’s still a crap shoot. Perhaps as we gain experience with viral advertising in general some “rules” will emerge. Once those rules are defined, the herd will follow.
Maybe you have seen Dove's Evolution video. It was meant to be a viral marketing ad and gained great popularity. It's a perfect example of an antiviral video, targeted in viral results. You can see the link to it below.
They have managed to get a lot of people all over the internet talking. Some were not keen on the idea, that Dove promoted, others were expecting this and nothing less. The final result is one - talk, talk, talk. So as Mr. Laudenslager mentioned above me, the market giants are looking for the rules and some day everybody will follow. Maybe this will be one of the first points then - pretend that you do not like something. When we think of it, contradiction was always much more appealing to people than straight and obvious ideas.
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More Answers (1)
Kevin G
Interactive Producer / Strategist
Best Answers in: Advertising (1), Internet Marketing (1), Viral Marketing (1)
Well-said, but nobody is going to respond because they don't understand the question you posed.
Rephrase it in a marketable way, and they may respond. Still, the answers will probably suck.
Ask them, "What make viral videos successful for businesses?" and you'll get a huge leap of responses. But you've got to give me top nods for it.
Good luck!
