Posts Tagged ‘Video clip’

Steps to Making a Viral Video

Thursday, September 27th, 2012

'Hovercat' - The Viral Video ProcessWe came across an article today from ReelSEO talking about the business of video virality. Once a video is produced, then what? How do you start to build an audience? The ReelSEO article links to a couple of videos from ABC News. It seems that ABC had the same question about what makes an online video take off into the mainstream. So, they hired an agency to help. One video is the full report on the process of conceptualizing, producing, and marketing the video. The other is the finished video, now at over 1 million views. It was an interesting experiment. So, what are some lessons that can be learned from this process?

  • Plan – The ad agency spent time with the client, brainstorming all kinds of ideas. They got to know the client on a personal, professional, and philanthropic level. It was only after they learned about the client, were they able to come up with an idea that reflected his interests and values.
  • Find Influencers – The agency did their research and found specific sites with large audiences who write about and discuss topics similar to what’s seen in the Hovercat video. Getting those influencers to share that content with their audiences boosted views. It pays to do the research.

The ReelSEO article also points out that the ABC News piece didn’t even cover the views that can be gained through social media and email. ReelSEO also acknowledges some of the shortcomings of the video itself, and speculates (rightly so, we believe) that the video could have gained much more traction if the content itself had a bit more substance to it. Regardless, it’s a good experiment, and it demonstrates how a brand can gain significant views on their video content with the right amount of planning and research.

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Snack-Sized Video vs. Big Plates Full of Video

Thursday, April 1st, 2010

Experts agree – online video will continue its growth over the next several years as consumption of video content continues to increase. In this video from Beet.TV, Jeff Cole, director of USC’s Center for the Digital Future, predicts that people will soon be spending up to 50 hours per week watching video. This rise (up from only 16 hours in 1975), will be due to the popularity of mobile video. This presents an incredible opportunity for advertisers and marketers, who will be able to use video to reach their audience while consumers are outside the home. This is TV without borders.

The question, however, is on the content itself. Where do you see the trend heading? Do you foresee an audience willing to watch 30 or 60-minute shows on their mobile devices, like Cole predicts? Or, do you you predict that the trend will continue to favor shorter, easily consumable 2-3 minute clips?

In regards to advertisers and marketers, what direction do you see video taking? Will production quality give way to production quantity? In other words, is it more important for advertisers to churn out as much video content as quickly as possible? Or, should they take their time with crafting and creating a well-polished, well-produced marketing video that has a longer shelf life?

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