WHY DO IT
Viral videos are a relatively new form of advertising generally not subject to the skepticism that often accompanies traditional television spots. By nature they are not drowned out by the signal noise that too easily plagues TV ads by way of being lumped in with the competing messages of their peers.
Unlike TV spots, virals are extremely inexpensive to produce, enjoy a far longer shelf life often lasting years, and, most significantly, are self-propelled throughout the online community. This last fact is what differentiates the way the branding in virals is received by consumers.
But while virals raise the brand awareness that ultimately compels customers to visit websites, shop at stores, and buy products, they are more than that; virals are an opportunity to define that brand, deliver a nuanced attitude or tone, and connect much more intimately with customers than other forms of advertising. The viral marketing game can really be boiled down to two adages:
Eyeballs are everything. To put it simply, they need to know you’re out there. And an endlessly growing pool of new consumers to win over is essential in today’s mass market numbers game.
Word of mouth is everything else. The flip side to the above way of thinking is to realize the power of micromarkets—going after individuals in a specific way that speaks directly to them. And who better than co-workers, friends, and family members to deliver your message to everyone they know?
