Viral videos have been a buzzword in the startup marketing space for some years now. No one needs to tell you that video is the quintessential part of today’s content marketing strategy.
Why Video Marketing?
Every startup founder or smallbiz entrepreneur has gone through the hoops to produce and publish a fantastic viral video. Video is the most sought after format for any media plan. Including video on a landing page can increase conversion rates by an amazing 80% and after watching your video, 65% of users are more likely to purchase or sign up for your product. If you’re not producing regular video conent you should be!
Web Interactive Films is an award winning video marketing and production company in Bangalore. Here some of their thoughts on viral videos and video marketing.
1. Campaign Goals
Every one wants to go viral and that’s a really good affirmation or expectation for any of your videos. The recipe for a video to go viral is a well rounded good quality production. The video should have the right balance of emotions together with a unique and interesting story-line. It should connect emotionally, engage your audience and take them through a magical journey.
However, going viral doesn’t always meet your campaign goals. Viral videos don’t usually translate into sign ups and sales. This is because viral videos are mostly entertaining and viewers consume these videos and share them because they connect and relate to the content at a very personal level, weather it be humor or emotions. Typically, viral videos might work well for branding and commercial advertising agendas; but when it comes to startups campaign goals and ROI it might be a whole different story.
There is not point in everybody consuming and sharing your content if they are not your key target audience; especially if your campaign is targeted at sales. However if you’re looking to create ripples in the industry and have investors notice you, a viral video campaign might be one of your campaign objectives or goals.
In your quest to produce something viral and entertain the masses; don’t forget to have the story-line seamlessly connect to your product and brand. Otherwise your viewers will remember the creative, only for the story and entertainment value.
Once you’ve set your campaign objectives and got the story boarding right and successfully produced your video according to your budget you are ready for the next step.
2. Seeding or Publishing
Videos don’t just grow viral out of thin air. Videos need to be shared on multiple channels, linked through social-media and weaved into a seamless marketing campaign with clever hashtags. This would give the video a fighting chance to go viral amidst the dense populous of videos being published every second all over the world wide web.
Videos don’t easily go viral; just posting them on social media doesn’t really do the job. You will need to have a budget for video ads. Suppose you want to reach a 100,000 views in say three months of time, you would need to seed the video on multiple channels and regularly post updates which you will need to pay for. You will need to seed the campaign for at least 10% to 30% of the intended campaign goal of 100,000 views and only then could one expect some traction.
A compelling video marketing campaign calls for a call to action that engages your audience, this will bring in traffic to your landing page or website. There is a life-cycle for video marketing. A landing page video should then help customers make up their minds about signing up for your service or purchasing your product. It should clearly differentiate the product specs compared to other competitors and help the customer complete their sale.
Typically a click-through rate is about 0.5%. Keeping this in mind a highly targeted paid campaign might be more feasible than the desire to go viral. Don’t go viral for the wrong reasons!
Some tips to get started to produce a viral video.
A. Have a clear idea of the budget, campaign goals and objectives in mind before appraoching a production company.
Determine weather you need to really go viral and set aside a budget to seed or advertise your viral video.
B. Animation may not always be cheaper than live action video shoots. High quality animated explainer videos require every frame to be first graphic designed using vectors and each of these layers need to be animated. Imagine having to design multiple vector graphics posters and then animating each one of them. Also consider the added cost of a voice over, follies and background score.
C. Don’t destroy your story. Too many product placements or branding elements within the script might come off as force fits to the audience and that may cause the average dwell time of your video to drop.
D. Based on your objectives either plan to be non intrusive towards the story-line or lean more towards a product or explainer video. Doing both together might result in a huge mess and you might end up wasting your money.
E. You get what you pay for! Sometimes using slideshow videos with high quality graphic images or stock footage may be more feasible and better for the brand instead of putting up a low quality video. Viewers are able catch on to budget cuts and production quality value quickly; and that could affect your brand.
F. Lastly look at duration, most people have an attention span of not more than two minutes. So unless your story is extremely intriguing and compelling. From a marketing point of view we imagine we would need to talk about every feature and service of our product, meanwhile this might make your video boring, long and repetitive/ Ever sit by a YouTube ad before your desired video starts to stream and count how long 4 seconds could be? Keep your video short!