Viral video is at the same time the most entertaining and infuriating element of online marketing. Let’s get things straight quickly – no one can promise you a viral video success. Always. Viral videos are successful because the audience likes them and passes them on to other people. If the audience doesn’t get it, the video doesn’t go viral and there’s nothing that can guarantee the response you want.
That said, there are many reasons to continue developing video content with the goal of going viral. In terms of investment-to-value ratio, viral videos are still some of the cheapest endeavors a brand can undertake on its own. If even a video you produce hits the entertainment nerve and goes viral, it has done your brand a lot of good. Let’s consider the success of a particular viral series to see some of the benefits available from this branding tactic.
Benefit 1 – Fun and real
Blendtech is a company with a fairly simple business model – it sells blenders so powerful and reliable that they will destroy just about anything you put in them. The company’s great success story came with the “Will it Blend?” series for your new high-power blender. The videos are straightforward: a charming man with affable manners puts something unexpected and expensive in the blender and turns it into its constituent elements.
In very short and powerful videos, Blendtech ended up proving that destroying expensive electronic devices in a blender is fun and that their blenders were incredibly powerful. People’s immediate reactions were, in order, “You just mixed an iPhone!” and “I want one of those blenders.”
Therefore, a good video can present information about your product in a compelling and dramatic way that cannot be argued.
Benefit 2 – Cheap, Cheap, Cheap
Viral video is incredibly profitable. 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 the Super Bowl halftime business extravaganzas.
On the other hand, the Blendtech commercials were apparently shot on a shoestring budget – maybe $ 500 for a reasonable quality video camera, a decent videographer’s salary, the blender the company sells, and whatever the cost is. appliance of the week. . In the case of the demolished Blendtech iPhone, let’s say $ 600 depending on where they got it from. Either way, the video production costs probably didn’t exceed a few thousand dollars, and that’s overseas.
Benefit 3 – Free Streaming
Once you’ve got your video going and people find it entertaining, you don’t have to put in a lot of effort to keep it going. If you hit that funny bone like the Blendtech video did, people will repeatedly show it to almost 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 refer to.
Benefit 4 – Specialization
Have you ever watched most of the commercials? They are quite generic and seem to launch their networks quite wide. This is particularly true of infomercials, which try to turn all of humanity into incompetent clumsy unable to pack their drawers, cut their food, or clean their houses without the help of some wundergadget. The result is insipid futility. 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 ad that therefore does nothing more than promote the strength and efficiency of their blender, and does so in a striking and eye-catching way.
Benefit 5 – Entertainment
As we have discussed, the most important element of the success of the Blendtech campaign is its quality of entertainment. People tuned in to the videos because they wanted to see a guy demolishing technology that probably hundreds of people were still waiting in the rain. The commercials were short, exciting, funny, and evocative.
Now, there is an associated effect. Consider the reality of a blender: is it really that entertaining? Are you really going to use it to demolish your most expensive electronics or gobble up your leftover garden rake? However, even if Blendtech customers aren’t going to do any of these things, they will still think of them fondly when they use their blender to crush up some unruly ice for a daiquiri.
By posting a good and entertaining video that goes viral, you are creating the implication that your brand is itself entertaining and creative. Your audience will want to see what comes next, they will want to share their favorite moments with friends. Most of all, they will want what you sell because it was so much fun.
So while we must once again reiterate that nothing in the world can guarantee the success of viral videos, there are many reasons to dedicate part of your marketing efforts to developing entertaining and informative videos that can capture the imagination of your target audience. Success is all it takes for your brand to get published in the right way.