Capture Video – It Isn’t Quite That Easy

It Isn’t Quite That Easy

I’m glad that the fad for requesting a ‘viral’ video is passing. In theory, all you have to do is create a good video, put it online, and then people will spread it for you. It would be like free marketing, and who doesn’t want that?

It isn’t quite that easy. The number one thing to know about viral videos is that what people will find amusing enough to spread virally is very random. Take a look at any three current high traffic ‘viral’ videos and you’ll find that if you wrote the idea down on paper you wouldn’t see whatever it is that the millions of viewers found worth spreading.

What doesn’t work is a little more clear. Sale pitches don’t work. If it says anything explicit about your company, it probably won’t go viral. People are very wary of anything that looks like free advertising unless you have a really spectacular gimmick. There have been some very successful videos sponsored by big powerful companies, but the sponsorship is something you don’t even see until the end. If your sponsorship is an afterthought at the end, how effective will it be for your marketing?

Viewers will often forgive a sponsorship though, because it can cost a lot to make good art. This brings in the next point. Making a really great video, with a strong concept and good production values and good talent, costs money. Often a lot of money. Some videos that seem viral are actually the result of a huge marketing push. If a company has a huge list, and a large social media following, and plenty of money to have corporate people out tweeting and sharing their video, it can look viral and get a lot of play. Big name actors or a movie tie in often will often get an audience’s attention, but even those can be hit or miss.

The other thing really successful viral videos tend to have in common is the unexpected. They are people doing something funny, intense, embarrassing, or just crazy. This isn’t going to be appropriate for the average corporate culture. A specific pitch or the usual talking points aren’t going to cut it. Being safe won’t reach people. Is being crazy out for all the world to see the kind of thing that will build your corporate message? I suppose it depends on your business, but the answer I usually hear is ‘not really’.

If you are interested in producing an online video or any other kind of video production, contact Capture Video today to discuss all the video possibilities and which ones will fit your needs.