Thursday, February 26, 2009

Viral Videos, Are Those Things Still Around?

Yes, most people in marketing or advertising hate saying the word "viral". Mainly because it was so utterly overused 2 or 3 years ago, no one can casually grab a cookie around the boardroom table and ask "how's this going to go viral?" - without most people rolling their eyes.

Still, it is an incredibly powerful tool and should be a part of most content deployment strategies. I like to look at Viral Video Chart to get a feel for what is gaining tracking in the video space. Run by Unruly Media (a social web video company), it looks at the top 20 videos over the last 24 hours, 7, 30 and 365 days.

The great thing to take away is not just what videos gain traction, but a simple way to evaluate the success of these efforts. Unruly uses comments, blog posts and views to measure the top videos and growth of videos. Depending upon the objectives of the campaigns you may be developing, you and adjust these inputs and calculate the ROI against your marketing spend. Measurement is generally one of the biggest barriers that stops most companies from creating content without an ad spend, and this is a simple way to show what success looks like to the people in your organization who may not really understand the space.

The key is to create your set of clear, comprehensible and easy to communicate objectives and results. Tailor it to the language and metrics people in your company are used to seeing and deliver the pitch in those terms.

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