viral Marketing And Viral Advertising
A viral video used to be a video that became popular through the process of internet sharing, typically through video sharing websites and email.
Viral videos began circulating before the major video sharing sites such as YouTube, FunnyorDie and CollegeHumor, by email sharing. Now these are part of a viral strategy.
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
Virals capture the imagination, get people talking and create a user-generated buzz about a product brand or message. Virals often have only a tangential relationship to what they are promoting or a meaning that is ‘revealed’ after the initial buzz has been created.
Virals used to be accidental. Do you remember the star wars clip? A two-minute clip of a teenage boy pretending to wield a Star Wars lightsaber.
The footage of Ghyslain Raza – who became known as the Star Wars Kid – had by 2006 been viewed 900 million times.
He recorded himself swinging a golf ball retriever at his high school in Canada in 2003. Mr Raza never intended the video to be made public, and later took legal action against the classmates he claimed had posted it on the internet.
The second most popular viral – footage spread by e-mail – also featured an unknown teenager – 19-year-old Gary Brolsma, known as Numa Numa – whose video has been watched 700 million times. Mr Brolsma filmed himself lip-synching to a Romanian pop song, inspiring other viewers to make their own versions.
Some viral videos leave the viewer questioning whether they are genuine. Some are very highly produced, others deliberately looking raw.
Virals are seeded across video share sites, syndicated across social sites and can also be pushed further through paid for advertising such as MPUs.
Why are people turning to video?
(1) Video increases ability to understand – regardless of the type of business, product or service
(2) Video increases the perceived credibility of a business, product or service
(3) Video personalises – reaching out to the customer as an individual
(4) Video is proven to increase website activity – videos found in search results drive traffic to websites
(5) Video is proven to help with visitor retention – people are more likely to watch a click to play video than read text
How much do they cost?
You wouldn’t walk in to a Jewellers and say “How much is Jewellery please?” Because the answer would be, well that depends on what you want – diamonds, gold, rubies, silver. Likewise with video production, the cost is very variable as it depends on what you want in your video, whether you need graphics designing, locations for the shoot, actors, scripts, music etc etc.
If you were however looking for something specific – lets say a Raymond Weil watch – you would have an idea on what you would like to spend and shop around until you found the best deal for that quality/grade of product. Similarly with video production, you need to set yourself a realistic budget. This will then enable you to phone around video production companies and find out what you will get for your money.
viral video production
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