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Viral Videos: Pros and Cons

Posted on May 23rd, 2007 by Spike and currently 3 commenting.

So as we are a company that brings the disciplines of identity and word of mouth marketing together, we get approached quite often about creating viral videos ” not something we do, really, as a marketing effort, but it is under the umbrella of WOMM. And I thought that it might be a good exercise to explore the pros and cons of viral videos.

First, let’s understand what ‘viral marketing’ is. The Word of Mouth Marketing Association defines it as: ‘Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.’

So let’s jump right in with the pros (and assume that is was done right and speaks to the right crowd):
- Most of the time, it costs a lot less than a full-blown ad campaign
- It spreads immediately
- It has a large, international reach
- It helps create awareness
- It’s entertaining
And the cons:
- It doesn’t necessarily increase sales
- It isn’t sustainable
- No matter how creative it is, it’s risky
- Everyone’s doing it (now)
- It’s still ‘AT’ marketing
I’m not saying don’t do viral videos ” they definitely have their place. But what I am saying is make sure you know what you’re aiming for before you commission an agency to create one for you. Realize what the benefits might be. And be sure to explore other WOMM options as well.

http://brandautopsy.typepad.com/ johnmoore (from Brand Autopsy)

Spike … the real rub here is that “Marketers do not decided what goes viral — People Decide.” As the WOMMA definition says, we marketers can only design something interesting enough to get people interested enough to it pass along to others.

My simple advice I offer folks on doing anything viral is to “Worry about making different, not viral.” As you spell out, to be different involves assuming some level of risk. The more different we make it, the more risk a brand assumes.
http://www.squidoo.com/donteatthesteak Roger Anderson

A sad truth about fast-moving Viral marketing is that the impression often lasts as long as the spot. All of those great “Dude check it out” emails get a laugh but I can’t recall a time when I changed my buying habits because of one. Maybe I did and I didn’t connect the two.

I think there is a slower moving viral marketing that does last. Simple easy to pass along messages that are consistent with the brand identity. These can have very lasting impressions. In virology terms you can think of it as a virus that stays with the host instead of killing it. These do not spread as quickly but they stay in the population much longer if not indefinitely.

I think the slow and steady may not be exciting but long term loyalty can be more rewarding in the end.

Great point for discussion. Thanks for bringing it up.
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