Are Viral Videos Effective?

Some do it in house, others palm it off to agencies, but either way, most of us find our marketing efforts to be pretty damn frustrating. As Adobe’s ad campaign suggests, clients don’t always know what their marketing’s doing. So, how do we keep up with rapid shifts, and what can we be sure is effective?

Flimp Media state that 68% of online businesses have increased their video budget this year, with 81% of them now producing video content for their sites. These are hardly surprising stats when you consider the fact that 6 billion hours of video is watched every month on YouTube alone. That’s nearly an hour for each person on earth!

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So we all love watching videos online, and naturally businesses and other organisations are trying to tap into this, but is it working?

Put simply, yes. Yes it is. All the research under the sun suggests that consumers are more likely to buy into an idea, product or service if they’ve seen a relevant online vid beforehand. Heck, if your video’s engaging enough, the audience will even share it amongst themselves. That’s right, they’ll do your marketing for you! Take say… Hmmm… I don’t know… Our award winning viral for Save the Children. Tens of thousands of people have talked about that campaign online—and still are. And it’s ended up receiving nearly a million shares on its journey to over 44 million YouTube views. This level of online engagement is of immense value, with the guys over at MarketForce recently pointing out that 81% of consumer’s purchasing decisions are influenced by what their friend’s are talking about online. What’s more, the conversations themselves are great for you too, as they provide real time audience feedback on your offering. It’s win-win for everyone!

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Let’s face it; consumers aren’t engaging with TV commercials anymore. They don’t share them, and they don’t talk about them (unless of course it’s the new John Lewis Christmas ad). Online video content really has become the obvious alternative. It’s cheaper to produce and place. It lasts longer that any telly ad. It allows people to instantly click-to-buy. It’s easier to analyse effectiveness, and ultimately, figures show people are twice as likely to purchase having viewed an online video than a TV ad.

But online video can be leveraged for much more than simply advertising. Just take the video (below) we made for Greenpeace. The emotive viral touched so many people that Greenpeace managed to get over a million petition signatures, causing Lego to terminate their partnership with Shell.

So whether you’re looking to market a new product, promote an idea, or raise awareness for a cause – you know where to come! 😉

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