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.
The basics of viral marketing in tough competition realm
Viral marketing, the method oftentimes added to the armory of marketing experts, aims at using social networks and mass media resources to raise awareness of the brand, product or service. The method takes its roots from e-mail marketing, where promoting individuals to share the marketing message with as many people as possible may be targeted as a primary objective. The active sharing opens up the potential for exponential growth in impact the message has. Viral marketing method, regularly practiced by savvy companies, takes advantage of using the habit of people to share interesting information with others.
According to HTP, digital marketing agency Manchester with a long, successful history and dozens of blockbuster promotion campaigns, the essence of viral marketing is that users shares advertising message containing the necessary information to the advertiser voluntarily, simply due to the fact that they find a piece of content catchy, provoking, debatable or interesting. Promotion using viral content can be produced in a variety of forms: video, photos, flash games, or even a piece of text.
Viral marketing is a kind of strategy in which information about a product, service or advertising, affects the person to the level of ‘infection’, accelerating the natural desire to share it to an incredible level.