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Uploaded by: RonWeissCousenling1 on Jun 13, 2012
Alex Khatchatourian -How to Create Buzz Around a Video
A video can serve a dual purpose for a brand. It can create brand awareness by introducing a product or service in an engaging or compelling way. And it can be a vehicle for creating buzz around a brand that has receded into the background - buzz that signals consumer engagement. According to experts, in order for a video to reach a viral level, promotion of the video itself is required. This need for promotion opens up opportunities for partnerships.
Consumers Watch High Quality Videos More Than Ever
The YouTube platform is changing. For example, Seedwell recently launched a YouTube channel called American Hipster. Market research shows that clicks are diminishing in importance on the YouTube platform. Consumers are gravitating toward longer views with more time spent watching particular content after a click. This trend is consistent with the increase in channels, preferred programming under subscriptions, and playlists. Overall, there is a kind of lean-back-watch-and-wait attitude toward YouTube and similar channels. These changes offer more and different opportunity for promotional videos.
What Increases the Chances a Video Will Go Viral?
Be quirky, new, sensational, fresh, relevant, hilarious, unexpected. These are all words that point to the here-today-gone-tomorrow nature of trends. Trends contribute substantively to the foundation of viral video. If the video content is not new, then the approach in the video had better be remarkably fresh and creative. The video ads for Old Spice are a great example of this, as an old staple men's product took on an intriguing and creative bent that captured the attention of the public.
Focus on a robust segment of the target market. Clearly identifying a target audience for a video can help with promotion. If the content is too broad or general, it may get ignored. If the video is targeted at a niche audience, it could effectively represent the voice of