Wednesday, April 3, 2013

Viral Content: A Creator’s Perspective.

There’ve been many cases of videos that have achieved extraordinary levels of popularity and, theoretically, this popularity has had very positive effects on business development and brand positioning.

And I say "theoretically" because it’d also be interesting to assess how a video, which has become the most watched one by a particular audience at a particular time, has impacted sales of that particular product.

In any case, last week's post wouldn’t be complete without making a reference to the opinion of one of the companies which has had the opportunity to create one of those pieces which has became famous by the way it’s been shared.

The video in question is the one following. Enjoy it and, as we did last week, after you see it, we comment on it.

A Dramatic Surprise On A Quiet Street

Simply extraordinary, isn’t it? At least, I find it espectacular and enjoy it everytime I watch it. In any case, you could assume the creative agency of this spectacular piece had something to do with the impact the piece achieved, and that’s why I’d like to highlight comments made by Kris Hoet, a Duval Guillaume Modem’s representative of the agency responsible for the video, in an interview published in Social Times.

As always, I’ve included a link to the original interview at the end of the post.

There is no possible way to plan for a viral content.

"There is no possible way to plan a viral content, much less prepare for it" according to Hoet. And that should be clear to you in order to adjust your expectations when planning campaigns like these.

The phenomenon of virality is a combination of a lot of things, many of which are beyond your control, especially when you realize that viral occurs when your audience choose to share the content you’ve produced.

"There is no magic formula for creating viral content. If there were, we would all be rich" Hoet says on the interview, adding that "If you create something that your customer likes, you think people can like it too, inviting them to think and that is aligned with the brand, then you are starting off on the right foot"

It seems almost unbelievable that a piece which reached 10 million views in the first 48 hours and became the second most shared commercial video (at least so far), was planned on such a simple way:

  • The customer liked it.
  • Its creators were confident it would be liked by the audience it was aiming to.
  • The content was an invitation to think.
  • It was aligned with the brand.

The importance of content on a viral video.

And I think this highlights the importance of creating relevant content, with good taste and, above all, inviting people to think thus "engaging" with your audience, and aiming to reach for people’s heart. If it isn’t done this way, it wouldn’t been possible to achieve at least 3 out of the 4 points mentioned above.

Hoet himself says in the interview, "People talk about friendship and what friendship means, and that's part of what we wanted to achieve," referring to one of the campaigns the agency has created, which has also been very popular.

Notice how he refers to friendship, an emotion deeply rooted in our hearts. He didn’t say: "We wanted people to share it like crazy". Instead, he is inviting us all to  look for an emotional connection with the audience, using content tied to deep values and feelings, invite them to think.

That’s why content should always be King in all your marketing efforts. Whether it becomes viral or not, the important thing is to create material that makes sense, that your audience likes, of which you can be proud, and above all content that invites your audience to think.

Here you have a link to an spectacular campaign created by the same agency. What do you think?

Discover the 007 that is within you. You have 70 seconds!

As promised
The interview with Kris Hoet in Social Times

Related posts in this blog:
A Uncontrollable Relationship: Virality and The Emotional Impact.
Viral begins with an Emotional Impact.

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