Video Success Online Depends on Content Strategy
Looking for viral online buzz? It’s all about the content
Content is king in this game. More often than not, the quality of viral content takes a backseat to the marketing mandate.
Foote gives examples of how to get it right and how to get it very wrong. Dove’s Evolution video was a winner, but their recent Super Bowl Commercial effort sank like a stone under a deluge of negative comments.
The bottom line is that the message has to be exceptional, says Foote. I’d also add the importance of originality, authenticity and relevance. Don’t force a viral marketing idea because it sounds cool—make sure it jives with the demographic you’re trying to reach
For some reason when we are faced with a new medium we tend to throw all the PR basics out with the bathwater. Social media is very much like live communication – it’s not a one-way, top down ‘push’ medium. You have to understand your sudience and deliver content that works for them.
Yes, it was much less threatening to deiver content in the ‘old’ ways – no-one was talking back. Social media tools make it possible for your audience to give you instant feedback – they’ll let you (and the rest of the world) know, in no uncertain terms, if you get it wrong.
Here are Foote’s tips for successul viral video online:
It’s stll about content strategy and delivering the right message to the right audience, via the right channels.