Sunday, March 22, 2009
Most so called 'viral videos' online are pretty much stuffed before they start.
One thing that is stressed at The Population is that with clients we do not like to be brought on after production of an idea. We are not a seeding company. The success of any content online relies 90% on the content; whether it has been built for an online audience in mind and whether it is remarkable.
However there is that other 10%, where alot of Ad Agencies/Marketers fall over. Once video content has been released online, people just expect it to go viral because it is good. However I feel alot of companies either dont know or do not 'drive' content hard enough in this initial stage.
For me one of the key performance indicators I always look at is the Youtube Honour Board. This accounts for the most viewed clips for the (day/week/year). Being on the Honour Board works two ways, it proves you have driven enough eyeballs but it then helps to spotlight your video and helps it get to a wider audience.
6 things about the Youtube Honour Board that are vital to creating a viral success.
1. You have really got 24 hours to hit it, from the minute you publish your video you have 24-48 hours to get it on the Daily Honour Board. No slow burn approach for Youtube.
2. Remember that the Australian Honour board will only take into account Australian views, concentrate on getting to an Australian Audience to begin with.
3. Australian online news sources (news.com.au, smh.com.au, etc.) can seriously help generate traffic, think about a strong media release strategy.
4. StumbleUpon can help offer social advertising, which point relevant traffic towards your video.
5. Approx 10,000 views will get you in the Top 5 most viewed for a Daily and 10,000 for the Top 20 for Weekly.
6. How does your video sound in 100 characters? because that is all you have to help it hit on Twitter.
Have you got any other solutions to helping getting a video into the honour board?
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