Tag Archives: Visible Measures

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:

1. Reaching the tastemakers.
2. Building a community of participation.
3. 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:

1. 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/
2. 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?
3. How effective is the ad at getting the company’s brand and message across to viewers?
4. 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

One of the most exciting viral videos is this month’s “Pipe Dream” video from DC Shoes. (Link: https://youtu.be/lDi9uFcD7XI) The innovative, action sport film merges surfing with motocross in a way never-before imagined.

Every week, Advertising Age 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. True Reach™ quantifies the total audience that has been exposed to a viral video campaign. There are three key factors for viral video success:

1. Reaching the tastemakers.
2. Building a community of participation.
3. 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. Check out this week’s top videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

1. Bring up Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-motocross-robbie-maddison-surfs-pacific-ocean-bike/299908/
2. Have students examine how the ads are measured by Visible Measures.
3. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
4. What is unusual?
5. Who will it interest?
6. What is the key message?
7. How effective is the ad at getting the company’s brand and message across to viewers?
8. 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

This month’s viral videos are inspirational. The new version of the #LikeAGirl campaign from Always’ was a fast-riser this month, rising quickly to the top of the chart with more than 16 million views. If you recall, the original campaign launched last summer to accolades and earned a Cannes Lion International award. The new campaign, “Unstoppable,” continues the theme of challenges faced by girls and young women.

Every week, Advertising Age 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. True Reach™ quantifies the total audience that has been exposed to a viral video campaign. There are three key factors for viral video success:

1. Reaching the tastemakers.
2. Building a community of participation.
3. 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. Check out this week’s top videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

1. Bring up Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-071315/299466/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1437493059
2. Have students examine how the ads are measured by Visible Measures.
3. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
4. What is unusual?
5. Who will it interest?
6. What is the key message?
7. How effective is the ad at getting the company’s brand and message across to viewers?
8. 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