BUZZ NEWS

How To Optimize The Use Of Viral Videos

Posted on September 2, 2009
Aïcha Charpentier

Today, companies profit fully from the popularity of viral videos to create buzz and to promote their products. This means of communication is growing exponentially. In the meanwhile, following the example of all promotional tools, many companies exploit the phenomenon without giving themselves the possibilities of making it last perpetually by innovating and surprising their targets.

Given this, 5 points are to be taken into consideration in order to reap the best benefits of this approach.

Firstly, you must let your video speak for itself. Like an article, its title is fundamentally important. Also, the description of the content and presence of tags are also determining factors in eliciting the desire of Internet users to click on it. In short, know how to promote your own video by finding a pertinent and catchy angle. The Evian Live Young viral videos are an excellent example.

Secondly, do not abandon the Internet users. After having led a successful campaign, many communication agencies forget about the video, but many Web users may still feel the need to interact with it and express themselves. The brand or product web portal allows the company to not let them down.

Do not only take into account the number of views, but think beyond it. React in a way that augments your visibility even more. A viral video cannot assimilate itself to just a simple banner or an email campaign. This method captures the universe of a brand effectively, so why stop there and suddenly interrupt this good relationship between you and your consumers? Do not hesitate to keep the saga rolling.

You must be aware that you cannot change the Internet users’ behavior. You cannot prevent them from expressing their views of your brand in a positive or negative manner. If you decide to delete harmful comments about your brand, be prepared to find these same comments in other locations. Adopt a "laissez-faire" attitude and let the conversation run its natural course. Do not adopt a misleading discourse, as it will eventually turn against you. Take the time to respond to each comment in order to develop the relationship with your consumers to its fullest.

Lastly, do not stop being inspired by UGC videos! A great example is the Indigo Productions agency that used the Jill and Kevin wedding video as launching pad for their communications.

This strategy has become banal, the only way to truly make an impact is by being surprising and original, though without reducing a company’s visibility and identity.

Finally, viral video marketing should be a long-term strategy that requires research and a balance between creativity and pertinence to your brand. Remember this if you wish to exploit this method to its full potential...