Viral video campaigning refers to a marketing technique where promotional or marketing videos are produced to be distributed to social networks of viewers. These are non-commercial videos yet the objective of producing them is to increase the awareness of people about a business. As the term “viral” suggests, viral videos spread rapidly using file and video sharing.
In the business, marketing with videos is becoming a trend. Businesses use company videos and promotional videos to directly and indirectly advertise products and services. Visuals used in viral videos are pictures, video clips that were taken using digital cameras, graphics, audios and other forms of media. Viral videos have the elements of humor and novelty and to capture the attention of viewers. Logo and trademarks of the business appear on the viral video campaign but they are not given much emphasis like in television advertising. Viral videos are short and witty and are mostly posted in video-sharing sites. YouTube marketing allows these videos to be seen on the top video-sharing website.
When viewers watch the viral videos which are either promotional videos or simply company videos, they repeat watching the videos. Viewers download the videos to their I-pod or laptop and pass them to peers, friends, workmates and anyone in their social horizon who may be interested to the watch the video. Viral campaigns target “word of mouth.” Effective marketing with videos and YouTube marketing, as part of viral campaigning, usually precedes conversations, blogs, forums, chats, posts and tweets talking about the video.
Marketing with viral videos does not require huge amount of money. Raw pictures and videos taken using digital cameras can be used. Intensive use of Photoshop and video editing are not a need since viral videos are not like television advertisements. Sometimes, video clips used in viral campaigns are accidentally taken using personal cameras. Moreover, existing promotional videos like television commercial can also be part of viral campaigns. Current promotional videos can be used in YouTube marketing as long as these have the potential to be “viral” in distribution.
Besides the affordability of producing viral campaigns, viral campaigns are easy to execute. On the internet, uploading of videos is simple and for free. In YouTube marketing and other strategies using video-sharing sites, simple registration is required to be able to post company videos. With Bluetooth and MMS (multimedia messaging service), sharing is also done without too much effort. There is also good audience targeting when using viral videos. Moreover, there is high and rapid response rate. As the long as the viral campaign becomes a hit on the internet, millions of viewers talk about it.
According to flowtown.com, the top 1 viral marketing campaign in 2010 is the “The Old Spice Guy.” The video featured actor Isaiah Mustafa reciting a monologue saying a man could do anything if using the brand of shower gel and cologne. As part of YouTube marketing, it reached over 13 million views and the video even became more popular when the actor talked about the video on Twitter. The website also declares the “Dewmocracy campaign” of Mountain Dew as top 3. The promotional video aimed to create a new flavor through voting from customers.
Viral videos are intended for viewing by friends and family. They indirectly promote a product or service. Viral campaigns involve YouTube marketing and other webs service. Viral campaigns do not demand high production cost and when out in the public; the distribution is rapid like viruses. With the internet and viewers’ participation, the effect of viral campaigning as a tool for promoting and marketing a business is achieved.
In New Media Services, quality viral campaigns are being produced for marketing and promotional purposes. New Media Services do the campaign while the business clients concentrate on their core business activities.