A Free-Reprint Article Written by: Enzo F. Cesario
Article Title:
Online Brand Management - 5 Benefits of Viral Videos
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Article Description:
Viral video is simultaneously the most entertaining and the
most infuriating element of online marketing. Let's clear
the air quickly: No one can promise you a viral video
success. Ever. Viral videos succeed because the audience
likes them and spreads them on to other people. If the
audience doesn't get it, the video doesn't go viral, and
there is nothing that can guarantee the response you want.
Let us consider the success of one particular viral series
to see some of the benefits available from this branding
tactic.
Additional Article Information:
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854 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2010-08-31 10:15:00
Written By: Enzo F. Cesario
Copyright: 2010
Contact Email: mailto:ennzo.f.cesario@thephantomwriters.com
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Online Brand Management - 5 Benefits of Viral Videos
Copyright (c) 2010 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/
Viral video is simultaneously the most entertaining and the most
infuriating element of online marketing. Let's clear the air
quickly: No one can promise you a viral video success. Ever.
Viral videos succeed because the audience likes them and spreads
them on to other people. If the audience doesn't get it, the
video doesn't go viral, and there is nothing that can guarantee
the response you want.
That said, there is every reason to continue developing video
content with the aim of going viral. In terms of
investment-to-value ratio, viral videos remain some of the most
economical efforts a brand can put out for itself. If even one
video you produce hits the entertainment nerve and goes viral,
you've done your brand a world of good. Let us consider the
success of one particular viral series to see some of the
benefits available from this branding tactic.
Benefit 1 - Funny and Factual
Blendtech is a company with a fairly simple business model: Sell
blenders so powerful and reliable that they will destroy just
about anything you put in them. The company's big success story
came with the "Will it Blend?" series for its new high-powered
blender. The videos are simple - a charming man with an amiable
manner puts something unexpected and expensive into the blender
and turns it into its constituent elements.
In very brief, powerful videos, Blendtech ended up demonstrating
both that destroying expensive electronics in a blender is
entertaining and that its blenders were incredibly powerful.
People's immediate reactions were, in order, "He just blended
an iPhone!" and "I want one of those blenders."
So a good video can get the information about your product out
there in a compelling, dramatic way that can't be argued with.
Benefit 2 - Cheap, Cheap, Cheap
Viral video is incredibly cost effective. The costs of many
videos are incredibly high, especially for television advertising
during prime marketing hours. Just consider the sheer volume of
investment that goes into Super Bowl halftime commercial
extravaganzas.
On the other hand, the Blendtech commercials apparently were shot
on an utterly shoestring budget: perhaps $500 for a
reasonable-quality video camera, the wages for a decent
cameraman, the blender the company is selling and however much
the gadget of the week cost. In the case of the iPhone Blendtech
demolished, say $600 depending on where they got it. Either way,
the production costs of the video probably didn't exceed a few
thousand dollars, and that's at the outside.
Benefit 3 - Free Transmission
Once you have the video up and going, and people find it
entertaining, you don't have to devote much effort to keeping it
going places. If it hits that funny bone like the Blendtech video
did, people will show it off repeatedly to just about everyone
they can, because they want to see other people laugh and enjoy
it too. Just make sure the video has a dedicated YouTube or video
link that people can reference.
Benefit 4 - Specialization
Have you ever looked at most commercials? They're rather
generic, and seem to cast their nets fairly wide. This is
particularly true of infomercials, which try to make the whole of
humanity into bumbling incompetents unable to pack their drawers,
cut their food or clean their homes without the aid of some
wundergadget. The result is bland pointlessness. On the other
hand, a good viral video allows you to ignore all that and focus
your efforts specifically on reaching a certain audience. Take
Blendtech - they wanted to go after people who wanted a good,
strong blender. They built an advertisement that therefore does
nothing BUT promote the strength and efficacy of their blender,
and does so in a shocking, eye-catching manner.
Benefit 5 - Entertainment
As we've discussed, the most important element in the Blendtech
campaign's success is its entertaining quality. People tuned
into the videos because they wanted to see some guy demolish
technology that hundreds of others were probably still waiting in
the rain for. The commercials were short, exciting, funny and
evocative.
Now, there's an associated effect. Consider the reality of a
blender: Is it really that entertaining? Are you actually going
to use it to demolish your priciest electronics or devour your
leftover garden rake? However, even if Blendtech's customers
aren't going to do any of these things, they'll still think of
them fondly when they use their blender to crush up some stubborn
ice for a daiquiri.
By putting out a good, entertaining video that goes viral,
you're creating the implication that your brand is itself
entertaining and creative. Your audience will want to see what
comes next, will want to share their favorite moments with
friends. Most of all, they'll want the thing that you're
selling because it was so funny.
So, while once again we must reiterate that nothing in the world
can guarantee you viral video success, there is every reason to
devote part of your marketing efforts to developing entertaining,
informative videos that can capture the imaginations of your
target audience. All it takes is one success to get your brand
out there in proper fashion.
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Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/
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