Online Videos + Viral = Ideas to generate interest and lead to your products
Online videos that goes viral are the ultimate goal of companies that are releasing videos. That has generated a large business and would keep on going. But still many companies are missing the tipping point that would actually change the course of the video over the Internet. Whether you want to make a video for branding or for a product, don’t “go viral” and ask any agency to do so, ask them to write a smart story that aims at people and check the items that would make the difference. Here are some guidelines to get along with your consumers and share with them same feelings.
Back to basics. Who are you aiming at with your videos? What’s the story you want to tell your target? These are basic questions but hard ones. Some companies have found answers for their business area and have released impressive videos:
- Cadburry dairy milk and the Gorilla Drummer session: positioning the Cadburry dairy milk at the very moment of concentration and peace before action by showing a gorilla playing one of the most full of energy music and leveraging the image of the drummer. The idea would have come from a video like this one showing how passionate audience is when Phil Collins is playing “In the air tonight”.
- Nike videos “Courage“, “A little less hurt“, Nike+ iPod “ManBoobs“: showing the brand knows well how hard it is to be an athlet, whatever the level, is making people stick with your brand
- Adidas “Impossible is nothing” series: the message is simple and plain, make your dream come true, Adidas would help you. And the message is spreading.
- Nintendo Wii “We want to play“: Wii is for everybody, and there is more fun since you can now easily play with your family and friends whatever the level thanks to a new way of playing.
Those videos are aiming at spreading branding message, except for the Nintendo Wii. But still, you can do that for any product you want as long as you can send a clear message and tell an engaging story. And whether you do it for branding or marketing, keep in mind you have to generate a consistent user experience by redirecting users coming from your video to a website that has been built on the same message, as Nike+ does with its Nike+ website. Move from doing a showcase style website to a content website. That’s the way to engage with consumers, to lead them to your products, and generate loyalty.
To sum up:
- Tell a story
- Share a feeling
- Be consistent in the user experience
I think that the 2. has been missed in the Microsoft video released last week and that may be the main reason why people don’t stick with it.
Photo Credit: StephtheGeek
