Since camera phones and Flips have brought video creation capabilities to the masses, video clips are being spread at an increasing rate every day through email, instant messages, text messages, blogs, video sharing sites, and word of mouth. Its certainly not out-of-the ordinary to watch one or several videos in a day (for us Firebelly people anyway – that get to be analysts as part of our daily routine).
The DNA of viral videos seems to include humor, creativity, unusual encounters, amateur news, and general shock value. Production values can range from broadcast quality to downright poor – although production value has no correlation to engagement value. Its that somewhat elusive quality that makes people want to share it instantly that makes these video so highly entertaining and desirable (for a brand).
While Internet marketing strategy should not depend on the creation of a viral video, social media based conversations are certainly fueled significantly by a relevant video with authentic brand values.
Here’s one done by British director/animator, Simon Tofield that is immediately captivating, creative, and demonstrates that less can be more. Enjoy! And post links to some of the viral videos you think we should all check out.
- Duncan Alney
I just wasted 2.5 minutes watching one of these videos, and another minute writing this message. To me, that’s what viral videos are – A waste of time. For now I think viral video works as it’s in its prime, but I think over time it will begin to be ignored just like banner ads, tv commercials, and spam. The video will have to be extremely compelling for someone to justify watching it, and it will have to come from a reliable source. Just my 2 cents.
Comment by Mark J on July 30, 2008 at 9:42 am
What makes these viral? Just curious? Is it the number of people that have watched it? I’m slow.
Comment by rico on July 30, 2008 at 11:59 am
Nice post Duncan! In fact, my interactive team recently created a video that included humor and unusual encounters for the insurance store’s lead generation blog targeted to the 18-24 yr. old audience. It’s quite an interesting process to try and predict a viral video with a group creative directors entrenched in ways of old-fashioned DR.
I’m following you on Twitter now. Kim
Comment by Kim on October 7, 2008 at 12:55 pm