What are Viral Videos and How are They Effective in Marketing?
Searching for a new way to promote your brand on a limited budget? Viral videos might be the answer you’ve been looking for. Let’s first begin with the definition of viral videos. As the term viral suggests, these videos are very communicable as they link from person to person. Infectious in nature, viral videos are short media clips which gain widespread popularity through internet sharing services such as email, instant messaging and video sharing websites like YouTube.
Many videos that “go viral” are spread by word of mouth and some even make it into headline news stories, thus granting their producers increased exposure as they gain fans in exponential numbers. Marketers are now taking advantage of viral marketing by investing their creativity in new avenues such as these viral videos and launching them on YouTube to see how many viewers they can draw. As these videos are watched by millions, the brand behind the video undoubtedly gets a large amount of buzz – which is precisely what the company wants. Viral videos, which usually incorporate humor to appeal to a broad audience, have become a rather famous method to market brands or promote certain products by embedding advertisements directly into these highly-ranked videos.
Take for example this video produced by Victoria’s Secret competitor, La Senza. This viral video spreads holiday cheer in a very unique way. Without going into too much detail here (you really need to watch the video to get the full effect), La Senza promotes their line of intimate apparel by having ladies in all shapes and sizes sing a holiday tune in the key that corresponds with their cup size. (Hey, it gets you talking doesn’t it?) Check it out below and become the next zillionth viewer of the ad:
Here’s another one that quickly went viral: Evian’s video featuring active young toddlers who ‘live young’ thanks to the bottled water company’s naturally pure promise to keep the mind and body forever youthful. This video does a great job with incorporating humor into the message and has subsequently climbed the rankings of YouTube’s most popular videos. Take a look for yourself:
What viral videos can do for you:
Viral video marketing “pros” are numerous. The first advantage is that these types of videos are generally low cost to produce – relative to traditional television commercials at least. In fact, many viral videos are produced by amateur videographers since the content of the video is what carries the most weight. This way companies can cut down on their costs to produce such advertisements as long as they have created a video that is unique and provides value to the large intended audience.
Another pro for viral videos is that they promote themselves. Once the video is released the job is almost complete. The company then just has to sit back, relax and (hopefully) enjoy the show. Viral videos spread through word of mouth from internet users, so companies don’t have to do much to generate the buzz.
What’s your favorite viral video and what are your thoughts on the two examples in this blog post?