The culture of viral marketing can be attributed to the initial days of the very first social network mediums which were actually interactive networks where people used to interact with each other to share jokes, views and power point presentations etc. Due to its extreme interactivity these mediums soon become popular among masses of people, providing businesses an opportunity to use these mediums to market their selves and their products. Hence various social media web sites like Face book, twitter, etc gained popularity providing an opportunity for online marketers to attract attention of masses through posting attractive and interesting videos to these networks and try to bring visitors to your websites.
Even before that the use of viral videos was vastly registered on Youtube, the most widely used source which is being visited by millions of online visitors daily to search videos for any kind of information they want. Online marketers soon clutched this opportunity and started posting videos in order to get the message viral. As competition grew, the demand for content grew, and marketers started crafting attractive and eye catching videos in order to make them go viral.
However, there are several factors to consider if your objective is to go through viral marketing. In order to create a video to have a chance at becoming viral it needed to have a few or all of the following characteristics:
Your video must be:
• Eye – catching and enormously attractive
• Funny / Mysterious
Location of viral video
A viral video varies from the other types of online marketing video in terms of its location. Viral videos can only perform best when they are embedded to places other than the company’s site. The basic objective of a viral video is to increase market reach. The company’s objective behind a viral video is to reach to masses of audience and hence the marketer will try to embed the viral videos in many different sites to reach as wide range of audience as possible.
Drawbacks of viral video
Although viral videos can get you to millions of viewers, there are also some drawbacks behind this strategy, some of which are jotted below;
• Few online marketers fear embedding a viral video on external sites as once a video is embedded outside the company’s site the company totally loses control over it for example there is no control on the surrounding text, the surrounding pictures and ads. If you allow your video to be watched anywhere, you have to consider that viewers may see your logo and messaging put adjacent with less savory images etc.
• It is also very difficult to track the success of viral videos as you can’t identify whether your video reached your target audience or not. You might get a high number of views but it is not enough to consider the number of views only. In order for your video to be considered a viral success, it is essential to know that whether or not you were noticed by the right kind of audience which is almost impossible to track. However, if your video is hosted on a video sharing site like YouTube, you can review the comments your video receives to get an idea of the level of “buzz” your viral video have generated, however it is still difficult to identify its impact on driving online traffic to your website.
Hence this is why viral video is best suited for online marketing campaigns aimed to create brand –building and buzz-making and to reach to masses of audience.