Make me a viral video! If we had a dollar for every time we heard this then the Trapdoor team would be working from a remote pacific Island…New Caledonia anyone?
When it comes to viral video, as most of you know it usually comes in the form of epic cat fails or beer ads, but having a massive single spike is not always a good thing, just like an 80’s one hit wonder has-been you will quickly lose that spike and remain in denim, headscarfs and wear sunglasses inside for the rest of your days.
To avoid such demise, what we would like to discuss today goes down the path of continuity. Having a video go viral is great and the work that goes behind it is incredible, from marketing, strategy, planning and finally distribution or in some cases just pot luck (try planning for that). Though it is the continuity that counts, keeping a firm grip on the market and ensuring you are in the forefront of your audiences mind.
It is important to be consistent when it comes to video, your audience is far more likely to take on board your brand through visual communication and once you get them it is important to maintain them. Delivering content rich video is the best way to ensure client consistency and satisfaction, it’s the most effective way to keep your clients and potential clients interested and on board.
The main thing to remember online is that it’s about giving, giving your audiences what they want. The new age of marketing is all about engaging, not interrupting. When putting together an online video, it’s not a television commercial where you flash your brand up as often as possible, it’s about offering engaging, interesting and enjoyable content that your viewers want to watch and pass on to others. The way to build a loyal following is not by painting your logo on the side of a cat and watching him fall out of a tree, it’s about consistency.
“Who knows a branded cat every month might work”??