You might notice that the illustration for this month’s viral video looks a little different. That’s because it might be time to rethink the concept viral videos. Instead of releasing on YouTube, marketers are now releasing some videos exclusively on Facebook. A gelato video from Breyers debuted on the list at number 8 and nearly 5 million views, but was only available for viewing on Facebook. As social media overtakes traditional advertising (and it seems that YouTube is now traditional), new outlets for marketing will emerge.
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. It might be YouTube, and more often now, it’s on Facebook and other social media. Check out this week’s top videos and discuss what makes them “go viral.”
Group Activities and Discussion Questions:
- Bring up Ad Age’s weekly Viral Video chart: http://adage.com/article/breyers-facebook-prove-brands-dont-need-youtube-go-viral-video-chart/300161/
- Discuss the difference between posting on YouTube and posting on Facebook (or other sites). When should marketers consider the different formats? How can Facebook be used effectively?
- 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, Visible Measures