“Online video creators, advertisers and producers have an unhealthy fascination with viral videos, and that obsession is dragging down the entire industry. Why? Because viral videos are, at their core, no better than a fluffernutter white-bread sandwich, delivering little or no value to anyone.”
10 Web Content Urban Legends
College Humor’s CEO Ricky Van dispels the top 10 web content urban legends. If you’re a brand (or agency) and think you’re going to attempt to go “viral” with branded or user generated content you have a difficult road ahead.
- Myth #1). People will want to watch your branded content
- Myth #5). We have no idea why things go viral
- Myth #7). You should build your own community and tools
- Myth #10). People will create good content for you
“Rather than spending another misguided year trying to “engineer” viral campaigns that will propagate themselves, regardless of consumer intentions, it’s time to refocus our marketing efforts to align with the way that people actually behave.”
Ivan Askwith (@ivanovitch), Big Spaceship
“Too many clients get enamored with the idea of green lighting a viral video. You might as well just flush your money down the toilet instead of approving such a campaign. It is impossible to actually plan for this and if the ad agency you hired is guaranteeing video views, then fire that ad agency yesterday!”
The Elusive & Misguided Viral Campaign
12 Surprising Things Holding Back Online Video Advertising
(via rickwebb)
