How marketers can delve into viral video
February 26, 2008 – 10:22 amThis is a question that marketers should be asking themselves more and more frequently. Online video has become an efficient way to convey a message to tens of thousands of potential people. How to create and convey that message, as well as how to use social media to do this is often mysterious. Kevin Nalts has written a great post on the subject, which he terms a marketer’s ‘cheat sheet’ to viral video.
In the article he provides several steps:
- Determining if your brand is right (or ready) for online video
- Keeping it out of the hands of senior management (who are likely to change, stall, or delay the project)
- Letting go (this is a critical step, as traditional advertisers wish to reduce as much risk as possible by controlling and containing the message or objective)
- Create a creative brief
- Find the right creators for the video (choosing between an ad agency, amateurs, or relying on fans of your brand)
- Choosing the right place and audience for the video
- Monitor results and encourage feedback
- Scale as and when appropriate (determine if you want another campaign, and how big the next one will be).
All in all he provides some great advice. People assume that social media and ‘going viral’ is a spontaneous process, but he shows that often careful strategic and methodical planning is involved.
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