Video Marketing - Not Just for Rickrolling Anymore

Posted by Jeannine de Richemond on 9 July 2009 | 0 Comments

Tags: social media

At this point in the digital revolution, if you haven’t used the power of viral video to your advantage, you’re officially a late adopter. So move over, Mr. Astley. Because if teams of C-list “celebrities” can put together a viral video as a challenge on The Celebrity Apprentice and get a successful following on YouTube,  anybody can. And should. (You can watch the aforementioned train wrecks, -er, videos here, and here. )

A common trait of viral videos is the use of humor. Anything that can make people smile in the middle of their workday is bound to spread widely. (Exhibit A: Chimpanzee riding on a Segway.  It’s a classic.) But even companies who aren’t just out to get laughs are using video to tell their story online. What was once considered a vehicle to reach teens is now a legitimate (and essential) marketing tool. Especially considering that a popular video can deliver over a million impressions in a matter of days.

Take marketers, for example. Here at Garfield Group, we created a few home-grown videos to drive recruitment that not only starred, but were also directed, filmed and edited by our own employees. It was our first attempt at viral video and the traffic they generated garnered new employees and even a new client, Flavia.  (The mention we got on a wildly popular morning radio show didn’t hurt either.)

The best part is, you don’t need a high-end production team to get the job done. The majority of the most-watched videos on YouTube aren’t elaborate films, but rather simple, no-frills clips. Boone Oakley, an advertising agency in Charlotte, NC, took viral video and the use of YouTube to a whole new level. Rather than creating a traditional agency website, Boone Oakley turned YouTube into their own website, by posting a collection of videos done in the style of a 6-year-old armed with a Sharpie and a wild imagination. It’s simple, it’s clever and most importantly, it works.

It all goes to show that, in the end, it’s the best ideas that win. You don’t need much more than a great concept, a $100 digital video camera and a few hours of editing to drive a ton of traffic to your web site. (Chimpanzee and Segways optional.)