The Role Of Viral Videos In The Context Of Digital Marketing

Quite simply, a decent viral video is a piece video content that managed to achieve great popularity and score millions of views due to the active sharing via email, social networking platforms or YouTube by viewers themselves.

Even though an average studio will strongly recommend creating instructional and informational videos, these types rarely become viral. As a rule, entertaining and humorous videos are way more likely to hit the spot. These videos quickly spread across the Internet and get into the mainstream media charts. However, the success cannot be purchased – the viral video is considered to be successful when it walks around the web naturally. The approached was confirmed in a research carried out by HTP digital marketing Manchester enterprise – the company focusing on brand promotion and specialised in analytical techniques (roughly, the ROI is 65% more than in common videos).

The ‘hit or miss’ nature of viral videos

Tempted by the prospect of incredible publicity, a business owner is looking to resort to the option as soon as possible. Of course, the best of the best may create a video that reaches millions of views, and maybe satisfy the pride of the client (and perhaps, facilitate the construction of major brands such as Budweiser), but certainly it is not the most successful goal for conventional marketer. For most companies attracting the attention of a couple of thousands of potential customers is both more profitable and more realistic task (especially in comparison with taking the fancy of millions of innocent people not motivated to purchase some product).

So even though the achievement of ‘viral’ status seems to be extremely attractive, frankly speaking, the strategy can hardly boast a one-fits-all status (definitely, not every business can adopt the strategy). Another aspect to underline is an extremely tough production; thus, in aspiration to gain the desired viral status a better part of commercials cause nothing but irritation, causing the opposite effect. (more…)