The Holy grail for many marketers these days seems to be creating a viral video that becomes (to quote the Daily Mail) an "internet sensation". The reality though is that enormous budgets have been sunk into some of these projects with minimal success. This must be particularly humbling for creative types when amateur videos like "Charlie Bit Me" and "Fenton" become, er, internet sensations.
The intent is actually one I like - trying to convey a brand message through content that is engaging and interesting. However, almost everyone gets it wrong. At Motors.co.uk, we are keen to do something similar and convinced that we are creative enough. But whenever we think about it, we over think it and it gets too big, too complex and, worse of all, not that interesting. One day I hope that the moons will align, we will have our Eureka moment and, in a moment of madness, I will commit budget to creating something that even my Mum has heard of.
In an attempt to make this event a little less serendipitous, I have considered some of the main lessons that brands should learn when creating their next "viral hit".
1) People aren't actually that interested
People will click through on the potential of something being interesting. That doesn't mean they are interested. They are hopeful of being entertained. But they are also ruthless in switching off.
If what you show them isn't interesting and interesting immediately, they will stop watching and they will discount your brand as an unfunny, unimaginative brand trying to invade their beloved Internet.
If you can survive it, watch this video. What does it tell you? How does it entertain? If you have a weird fetish for Alfa Romeo's and running, it might be interesting. But ultimately someone has just asked you to watch a 7 minute car advert. Top Gear did this with an entire marathon 5 years before and even that wasn't that interesting.
The only thing you learn is that a decent budget was allocated to it. Shame as the MiTo is a lovely car
If you don't engage immediately, the whole thing is a complete waste.
2) A second on YouTube is equivalent to a minute on TV
The Internet has almost everything you could ever want to know or see, and all within a few clicks. YouTube shows 20 other videos that are all teasing you whilst you watch something. The next time YouTube runs a pre-roll advert, make a note how much time is on the "you can skip in ... seconds", you'll be ready to skip in less than one and I guarantee that you won't even know the brand that is advertising.
Asking anyone to commit more than 2 minutes of their time to a video is highly arrogant. Even if you use teaser videos, consider why someone would watch the full thing if they can get enjoyment from the teaser. Remember, no one will find your video as interesting as you do.
Embarrassingly, I discount videos on FunnyorDie that are more than 2 minutes. Even with professional comics, they do not have the right to more of your time than this.
I adore Billy Crystal, but in this video you have to persevere for 40 seconds. 40 seconds?! I could read 100s of tweets in that time.
For true art, it is worth devoting this time and there's some great stuff online. But for a corporate brand to convey its message? Not a chance.
3) Imagination is greater than budget
I love the democratisation of the Internet, allowing anyone to publish and become an "internet sensation". Brands have exacerbated this, and I believe there to be a negative correlation between budget and quality of idea. I'm sure the really good brand virals have fortunes spent with creative agencies, but the Internet demands that things feel real.
This is a video where AutoTrader are trying to give away a car. That's a really good competition. Upon digging out this link there has only been 125 views though...
It's primarily made for the trade, but even though I'm in the space, my ADHD kicks in and I'm off.
4) Is it funny? Really?
"Make an amusing video that people share and create advocacy for our brand" is a statement that should score highly on b*llshit bingo. Nothing makes life less funny than a censoring ideas through a corporate marketing team who willingly sacrifice the spark of a joke for the value of the message.
I'm sure that running through a script or an idea hundreds of times can cloud anyones judgement of what is funny. This is why amateur content succeeds. It is not over thought. That is the anathema of brand marketing. Brands need to take risks, cut corners and keep the flame of the idea burning bright.
I have watched this a couple of times and I have no idea what's going on. I know it's not funny though:
5) Who actually chooses to watch adverts?
Viral videos are completely different to adverts. With enough money, you can force people to see your advert by putting it in a commercially paid for slot. When watching TV, we understand the rules and we tolerate them. Sometimes the adverts are quite amusing. But there are no rules online. You can try and seed the video through MPUs and pre-rolls, but consumers have ad-blindness. You are almost invisible.
Therefore, you have to make the video highly engaging and entertaining (see points 1-4 above for how difficult this is). But even if you make the best video, you are in the lap of the gods as to whether anyone watches it. PR can help, but journalists are even more sceptical than consumers. Seeding as pre-roll on YouTube will help, but you've got just 5 seconds to make it worthwhile and still expect the consumer to share it.
The great thing is that there is so much traffic on YouTube and the Internet in general, that good content will rise to the top. Brands can support this, but it is hard work. I find low view counts on brand videos painfully embarrassing.
Remember, this is what you are competing against:
The first 17 seconds are all about Fosters, but I am compelled to watch this video. Yes it has cheated by having a big budget, but I maintain that the imagination behind the concept is greater than the budget.
Why bother?
Good point. Unless you are confident that you are creating something that, if you didn't work for the company, even in your most depressed or bored moments you would still find interesting then don't. But if you are able to think of something that will engage and entertain in a superficially short period of time, then do it - it could be great.
To misquote JFK - we do things not because they are easy, but because they are difficult.
