Jasmine Maleknia | Video
When marketers deem “going viral” as the only success factor of their online video efforts they are doing their brand a disservice. The reality is simple yet brutal- the possibility of any online video “going viral” is unlikely. 48 hours of video are uploaded to YouTube every minute. Shockingly, less than one percent of videos on YouTube get more than 100,000 views in the first 30 days. Less than three percent get more than 25,000 views, and even more shocking is less than ten percent get more than 1,500 views! The fact that 50 percent of YouTube videos get less than 100 views is certainly alarming news for any online marketer. (Rubber Republic)
But, don’t fear! Make the right moves and you won’t be caught drowning in the very deep pool of online videos hoping to go viral. At Atlanta’s Digital Summit in May it was clear, there are numerous ways to approach online video and seize its potential as a key element in your marketing mix. Going viral is not, and should not, be your strategy or threshold for success.
- Planning, planning, planning. Having a distribution strategy in place from the beginning is vital for success. Time and time again, brands and agencies spend the money on producing videos but then fall flat when it comes to spending dollars to market and effectively distribute the videos. With TV & Display budgets shifting to online video, advertisers need to quickly establish how to retain and distribute eyeballs online- 85% of advertisers are reallocating budgets from traditional mediums to online video (eMarketer)
- Create connections. By simply using video as a medium you are already being more humanistic, personal and face-to-face than other advertising mediums. Interact with your consumers in a way that is human- it establishes deeper connections! Engage your users- give them the opportunity to connect by driving your video content. Testimonials, customer support and feedback videos are all examples of ways users can be the backbone of your strategy. User generated content weighs heavily with consumers today and can go a long way when it comes to online video.
- Go, go, go mobile. “Pocket PC” usage, and even more specifically just mobile video usage, is growing at an astonishing rate- 48% of smartphone usage in a typical week is watching video (Google). You have to be mobile friendly. Read more about how to do it here.
So remember you can be impactful, and successful, without going viral. Just because you create it does not mean people will see it- develop a distribution plan. Think about online video not only as an advertising platform but as a way to connect with your customers - it is a sure fire way to make an impact with them. Be mobile optimized and friendly in order to reach most of your consumer base.