Watching viral videos on the Web never gets old. Every week marketers and advertisers try to find that elusive formula of creativity and promotion that will help launch their new video into the high reaches of the blogosphere. Many try, few are chosen. As has been discussed on this site in previous postings, there are three key factors for viral video success:
- Reaching the tastemakers
- Building a community of participation
- Creating unexpectedness in the video
Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs.
Every week Advertising Age, in conjunction with company Visible Measures, publishes a list of the week’s top performing videos. The weekly chart highlights viral video ads that appear on online video sites. Each ad measures viewership of brand-syndicated video clips as well as social video placements that are driven by viewers around the world. (A measurement called True Reach™ quantifies the total audience that has been exposed to a viral video campaign. The measurement combines data from brand-driven seeded video placements with results from community-driven viral video placements – spoofs, parodies, mashups, and more.)
Check out this week’s top videos at http://www.visiblemeasures.com/adage
Group Activities and Discussion Questions:
- Bring up Ad Age’s weekly Viral Video chart: http://www.visiblemeasures.com/adage
- Have students examine how the ads are measured by Visible Measures.
- Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
- What is unusual?
- Who will it interest?
- What is the key message?
- How effective is the ad at getting the company’s brand and message across to viewers?
- In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?
Source: Advertising Age – weekly update each Thursday morning