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Everyone knows that video is an immensely powerful medium but let's face it, just because it's a video that doesn't automatically make it great. Success is not guaranteed.

So, the boss, in his or her infinite wisdom, says, "What's needed is something that stands out and gets us seen by zillions. Let's make a viral !"

Having your video go viral is every marketer's dream. We've all seen SuBo and the piano-playing cat, rack up massive hits. "Okay, marketing department," the boss continues, "maybe we don't actually need zillions, just 500,000 will do nicely."

Unfortunately, whilst those numbers are the dream, they are pretty rare. According to You Tube expert Josh Rimmer, up to 70% of videos get less than 100 views. Only 1% reach 500,000.

But don't get disheartened. Keep it in perspective. There are things you can do to raise your visibility to the level you need.

Content is King
Let's assume your company makes widgets. It could be one very special widget, or all types of widgets for lots of different uses. No matter how fantastic it is or they are, unfortunately not every widget buyer will be currently in the market for widgets right at this very moment.

So, the solution is to create a memorable video, preferably involving widgets in it somewhere. It probably doesn't matter if your video features the one special widget or lots of different widgets, but it helps if it shows that you are a maker of widgets. The key word, if you missed it, was "memorable".

The performance of your widget(s) would be nice to demonstrate but facts and figures easily get forgotten. What sticks in the memory bank are feelings of emotion. Humour, sadness, entertainment are top of the list but it could also be something truly amazing or even outrageous. The aim is to lead your viewers beyond the first 5 or 10 seconds then keep them watching by engaging their interest so that both your company and your widgets inseparably become embedded in their immediate thoughts, but more importantly, in their subconscious minds.

Plan your activity. Uploading your video to You Tube and just leaving it to fate will not get it seen. Here's the shock statistic: Big companies typically employ agencies to generate those mega viewings paying around £1000 per 10,000 hits. But, if you are clever with your targeting, you don't need to do that.

You Tube is the second largest search engine. So, just like your website, every upload needs to be optimised, with a title, description and keywords.

Next, have a realistic plan of who your audience might be. You then need to distribute it like any other advertising medium, by promoting. Ask yourself could you handle 500,000 enquires from all around the world or are you actually looking for clients in particular market sectors or geographical areas? You'll have a database and other free or low cost resources already, so why not use them?

Use You Tube as an incoming link to generate visitors to your site, but not as an outgoing link. Outgoing provides a route by which visitors can leave (maybe even suggesting competitor videos?)

Which is more important?
Content and distribution are both important, but remember that content is always king. The best distribution will backfire if your video does not entertain and make people love your brand. The key to success is to harness the skill of a professional company that will produce your video properly. If written and produced well, it will be remembered by those that matter and if your original thought about numbers still turns you on, it will probably get passed around anyway.

You Tube Case study (video above)
When we made "He's a Man on a Mission..." viewer retention was the first of three objectives. You Tube analytics showed that it retained around 90% of its audience to the end ("absolute audience attention"). It rated above average to high, against other deemed to be comparable ("relative audience attention"). Download the You Tube reports from the highlighted links.

Second objective was geographical targeting to strengthen our presence within a specific area. That targeting also enabled us to assess feedback for our final piece of research, to assess whether the market accepts advertising boundaries being pushed. Unsolicited responses were all positive, liked and memorable, proving that it can and therefore does work.


If you would like help creating a viral video about your business or your products, why not give CorpFilms [UK] a call?
"It's what we're known for. It's what we do well"

CorpFilms [UK] specialises in 'high-end' corporate film production. * Company Promotions * Web and Point of Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to' User Guides & Demonstrations * Live Events and Award Ceremonies * Interactive Interviews
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