We get this every day. Clients ask us,can you make my video go viral? The answer is always, it depends. You might think, okay I’ll create a cute cat video and just sit back and watch the views pile up.
But that’s the difference between video marketing and video one offs. With any marketing endeavour you want to establish goals first. Then determine what video content will best serve your plans on YouTube world domination.
Before we begin, here’s a huge success in the viral category from Nov/Dec of last year. A local Toronto couple went viral with a very low tech video the husband shot unknowingly of his wife as they rode along in their car. Here’s Toronto dental hygienist Chelsea and her 15 minutes of rapping fame.
This has received 16 million hits as of January 9, 2015. Why did it work so well? Sincerity and truthfulness. Chelsea and her husband are likeable people who are obviously in love and they’re playful. But how does this translate into successful video marketing?
If it just remained here with this one viral video, it wouldn’t. You could monetize it on a YouTube channel and then create successive videos and get paid as a YouTube partner based on views. But the chances of hitting viral gold again are very slim.
But the story didn’t end here. Acura’s savvy marketing team saw this viral, hired Chelsea and built a brand around her charismatic performance. Chelsea’s 15 minutes of YouTube fame turned into a national commercial.
For the production folk reading, here’s a behind the scenes look at the making of the commercial. Interesting to note Chelsea never went near the California highways. It was all shot in a green screen studio with stock footage for the exterior shots.
But is this a formula easily adapted to others? No. There are YouTube performers who are being contacted every day by agencies looking to tap into their followers. But the purity of this particular campaign is rare. Real people, just being themselves with no ulterior motive.
Make no mistake, online video marketing is powerful. But when you don’t have an adorable dental hygienist from Toronto, you need to approach it differently.
For the majority of our clients there are 3 main objectives.
1. Raise awareness of your product or service.
2. Show how your product makes your customer’s life better.
3. Have people share the video for maximum brand impressions and ultimately sales.
Dancing cat videos get lots of views. But does anyone really register that it was posted by ABC Carpet and Flooring? Umm… no.
But my video isn’t as fun as a dancing cat video!
Let’s say, you’re a patio and stone company that wants to increase sales. You may already have a conventional television campaign promoting your selection, price and service. But you want to add a video marketing component to this.
You know how inexpensive YouTube advertising is when properly set up. And you already have a lot of B-roll footage gathered for from your television commercial.
But how do you compete with a dancing cat video? Well, they’re two different animals.
Because your customer is interested in redoing their backyard in the Spring, they want to know more about their choices, the process, costs and anything else that will arm them with the necessary knowledge prior to purchase.
It’s about Trust.
You have created a series of videos that educate the consumer on types of stone, proper installation, the importance of a good landscape design, and how a patio deck will improve property values or curb appeal.
You’ve posted those videos all into your YouTube channel, properly tagged and you’ve set aside a budget to have your videos showing up on computers that have a cookie search history of looking for patio stone and installation in your area.
Your customer starts to watch your videos and appreciates all the knowledge you’re providing without blatantly reaching out and asking them to buy. Your video marketing is like the perfect showroom sales rep. She tells the customer what they need to know without pressuring or chasing them out of your showroom. It’s a big purchase and you need to have the right feel to your videos, a trusting approach, lot’s of quality content, and patience.
A crucial part of your video strategy is where the video shows up. With remarketing your future customer will have their browser history showing they have already searched patio stone websites. The videos will show up in YouTube or through a landing page from your banner ads. You have never spoken directly to that video watcher. But eventually you become the knowledgeable, trusted leader in your category winning them over just in time for their buy cycle.