2012: The Year of Online Video Marketing-What’s in a Viral Video?
What do maxi pads, a South Korean version of Mitt Romney and a bunch of adorable characters dying horrible deaths have in common? Raise your hand if you’re one of at least 32 million people who know what the answer to this riddle is. This odd little mix makes up some of the most viewed YouTube videos of this year (I’ll toss the links in below so everyone who reads this can add 1 to the viewer count). So having looked at that, is it really possible to say whether or not there’s a recipe for viral? If we break it down a bit, you can see a pattern that can be useful for your own online video marketing.
There is a very interesting theory I like and think can be applied to any of the videos that have gained buzz; it’s called “The Six Buttons of Buzz Marketing” which comes from a book called buzzmarketing (hyperlink: http://www.amazon.com/Buzzmarketing-People-Talk-About-Stuff/dp/1591840929) by Mark Hughes.
The Buttons are:
1. The Taboo
2. The Unusual
3. The Outrageous
4. The Hilarious
5. The Remarkable
6. Secrets (Both kept and revealed)
Now I won’t get in to detail about what each of these does because I feel like the names of the buttons are pretty fool-proof, but we will look at each of the videos listed above and what it does right:
This clip hits a couple of the buttons very well, but what obviously jumps out is the taboo. Yes, it’s 2012, but jokes about the monthly blood monster and girls farting are still enough to make most people cringe. What is unusual about it is the fact that this was a direct response to some completely random Joe Shmoe that decided to rant about his girlfriend’s period on the Bodyform Facebook wall. What this does is very cleverly lets the audience know that they are not writing their opinion into a vast oblivion, but are actually being heard. The archetypal blue water and the dry British wit also add a touch of hilarity to the whole thing, all in all making it a brilliant video. Oh and of course they reveal the secret that the topic is periods until about half way through the clip.
This is my way of side-stepping writing about the actual Gangnam style, because if I have to hear that song one more time I will fly over to South Korea and personally strangle PSY. Anyway, this video is not in itself remarkable, or unusual, but what it does is piggybacks off of another famous video in hopes of hitting “the hilarious” button. A word of caution, if you’re going to do a parody video, do it right! There are tons of “me-tooers” out there and only a select few make it to the top. Sometimes it’s just too fun of an opportunity to pass up, in which case, go for it! Like our response to Brad Pitt’s Chanel No.5 ad
Dumb Ways to Die
I am so in love with the idea that someone at Metro Trains Australia decided to step away from the typical scare-tactics or horribly boring PSA format and try something new. Carrying a happy tune about death? Unusual. Definitely remarkable. This is a case of something incredibly catchy and viral coming from a completely unexpected source. Have you watched it? Now good luck getting it unstuck from your head, and I bet the next time you’re at a subway station you’ll think twice about stepping over that yellow line. Tah Dah! That’s the power of online video marketing.
All right, now run along and make a viral video!! Wait, wait, wait… it’s not all that easy. Remember that even if you include all six of the buttons and launch it out in to the world, it doesn’t mean that it will be the next big thing, but there’s nothing wrong with trying! There’s nothing we love more than tapping in to our creativity to help make your video remarkable, so contact us and get started on your online video marketing campaign!!