When Video marketing meets Viral marketing….
Video has ALWAYS been a powerful marketing tool, however when you combine the power of video with the internet, you create Viral Video which is by far the most powerful force in marketing!
Online videos are nothing new. Way back in 1995, you could watch video of an exploding whale on the internet. The catch? You had to wait 30 minutes for the clip to download and you had to have the correct software installed to view the video. Other than that, what was not to love?
Fast forward 12 years and online video is HOT! The rise of high speed internet now allows users to view the exploding whale video without waiting for the entire file to download. However, if you think online video is just for idiots to showcase their need to be removed from the genetic pool…think again.
Michelle MacPhearson in her post Video Marketing for Free Traffic offers a great admonition:
First, let’s forget the silly videos you’ll find all over YouTube of kids running into fences and demonstrating the newest dance move. While that kind of video can bring in hundreds of thousands of views, it won’t bring the targeted traffic you need.
Instead, consider making a video tightly targeted towards your niche.
EXACTLY!!!!
Creating a video that shows you’re more “daring” than anyone else is going to attract the under 20 crowd in droves. If that’s your target audience… then go for it! If it’s not, well then you need to know exactly who populates your niche market. To do that, of course, you need to know:
- Who specifically is included in your niche market?
- What are their Goals/Desires/Problems?
- How can you help them with #2?
A great resource to help with answering these essential questions is the book, Beyond the Niche. According to the book,
Fortunately, there really is a simple, intuitive formula you can use to uncover what your customers are really looking for when they enter the doors of your store, or click on your web site.Â
Once you know what’s important to members of your niche audience, then you have the fuel for your online video.
According to HP’s Eric Kintz, who writes The Marketing Excellence blog:
In October 2005, Nike produced a pseudo home digital video of soccer star Ronaldinho, practicing while wearing his new Nike Gold shoes. The clip was downloaded 3.5 million times on YouTube and provided Nike with tremendous exposure to its core young male audience. As the young generation moves away from traditional TV to dedicate its time to watching the likes of YouTube, I anticipate that more brands will develop entertainment ads.
The Nike example above is a GREAT example of creating a video that SPEAKS to your niche market and speaks DIRECTLY to their goals/desires/problems. In the Nike case above, young aspiring soccer players have a goal: to be a professional soccer player. By tapping into that goal/desire…. Nike created a video marketing tool that was positively VIRAL in nature.
That’s what happens when you focus on specific Goals/Desires/Problems when you create your video. It taps in and creates a life of it’s own.
Video has ALWAYS been a powerful marketing tool…. online video is just the latest method of delivery.  Unlike other methods though, the internet allows video to become viral and that is the magic most business owners are seeking!
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Brands looking to place their products in (sometimes viral) videos can find producers that are already “web-lebrities” on this website : http://www.brandfame.com - it’s a product placement agency for online-videos.
Producing your own video is a risk. Placing your product in a video which will be watched by a guaranteed number of viewers is much less of a risk!