Online Video: Viral Isn't Everything
Five steps to make your online video more effective.
Five steps to make your online video more effective.
By now you’ve probably seen a video of Susan Boyle’s famous performance on British TV. After all, it’s one of the most viral videos of all time. To date, downloads of the 1,000 different clips of this video have surpassed 170 million views and received over 470,000 comments, according to Visible Measure. And why not? The clip is a sweet, perfectly edited seven-minute morality tale, with a happy ending.
What can we marketers learn from this out-of-nowhere success story? Boyle’s video clips have translated to broad reach with limited media costs, have garnered lots of attention across media channels, and engaged viewers, motivating them to forward the content and leave remarks. In addition to boosting Boyle’s personal brand and creating opportunities for her, these videos have motivated marketers to consider adding viral online video to their marketing mix. They hope to leverage the relatively low price and broad reach and capitalize on the related buzz from the surge of interest.
Yet on closer examination, Boyle’s viral success hasn’t necessarily positioned her or “Britain’s Got Talent” for long-term brand or revenue growth. While these clips may have very long tails, the challenge for Susan Boyle, like most marketers, is what she does next to keep the interest going.
Getting millions of views from people who aren’t interested in your product and don’t intend to purchase it doesn’t help you move the marketing effectiveness needle. Regardless of whether your video goes viral, online video can be a strong marketing tool to add to your marketing mix. In an era where every marketing dollar invested must produce value, it’s more critical than ever to have a strong plan to maximize your online video’s impact. This is true whether or not you have any hope that your video will go viral.
Today, a five-step framework to ensure you get the most from your online video investment.
Set Marketing Goals
Your marketing goals will probably fall into one of three major categories:
Define Your Video’s Target Market
Develop a Video Content Strategy
Ensure that your video isn’t a one hit wonder by creating a plan that includes the following:
Support Online Video With Related Marketing
Think in terms of the following:
Measure Your Results
Measure your results relative to your goals to determine your marketing effectiveness:
While having a viral video may be every marketer’s dream, a video’s impact isn’t just measured in views. It’s more important to attract and convert interested prospects to expand your brand and drive sales. To this end, a well thought-out plan for your online video campaign is critical.
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