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This essay, Viral Video… a Missed Opportunity for Radio Promotion?, was written by Daniel Anstandig for Radio-Info.com's connected column.
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Viral Video… a Missed Opportunity for Radio Promotion?
Many major marketers have turned to viral video this year to promote their products. While YouTube used to be a showcase for clumsy video pieced together by enthusiastic amateur producers, it has now become so much more. The likes of Nike, Microsoft, Pepsi, Evian, and Volkswagen have incorporated viral video into their marketing plans. The concept is simple: produce an ad that is entertaining, interesting, and “forwardable.”
This week, Visible Measures reports that the most popular viral video is one from Nike entitled “Write the Future.” The video has been seen by 1.85 million people this week.
Pepsi has also attracted over 1.2 million viewers online this week to its “Oh Africa” video.
My favorite is the Evian video, which was viewed by 962,141 viewers this week.
The most successful viral videos are: 1. SHORT and CONCISE 2. ENTERTAINING (and usually funny) 3. BRANDING oriented, NOT “call to action”
Are you using viral video to promote your station? I’d love to hear from you. Tell me how you are using video and services like Vimeo or YouTube to promote your station. Leave your comment below.
About the Writer
Daniel Anstandig is President and Co-Founder of Listener Driven Radio, a software company revolutionizing interactive radio programming. Future-minded and passionate about the the digital radio convergence, Anstandig develops content and sales strategies for digital media companies. Reach Daniel at connected@radio-info.com and by phone at 216-965-5440.
