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Brand Thinking Blog
Posted on August 13, 2012 at 3:37 am
3 weeks, 27 million views…and rising.
Ok, so it’s a music video, but its unlike anything most Westeners have seen. Its imagery is so astounding that it had to be shared…quite a few million times.
Imagine your branding having that kind of impact and reach. It’s not as unattainable as you might think. Maybe not 27M views attainable, but certainly moving in the right direction.
Let’s look at this video, for instance. All the hallmarks of a memorable audio and video experience are there: killer hook, well-timed bridge, outrageous visuals and a tune you could dance to.
Host your own content on a platform (YouTube in this case, although I’m sure it’s on others as well. This is modern marketing, after all) that is geared for universal accessibility, reliability, and indulging all your “holy mother of pearl, I need to share this!” moments.
Support it by giving everyone in your audience—fans, curiosity seekers, reporters, Hollywood agents—a means to engage with you, whether it’s Facebook or a more domestic social media site (being from S. Korea, PSY is on a number of the local ones).
Analyze your traffic and viewer engagement by using built-in analytics (YouTube has some basic stuff). Or get in touch with us to help you slice and dice your data. According to the viewing stats of this video, as much as this seemed like a sudden thing, viewership has actually grown steadily over the last few weeks. A classic indication of the “and they told two friends, and they told two friends” effect.
Mention it (famous folk help!). This video probably did get a Western boost when T-Pain, Robbie Williams and Josh Groban, as well as sites like Gawker and Huffington Post, referred to it. No surprise that online media got wind of the video’s popularity before “traditional” media did—including the likes of WSJ and CNN. More interesting, initial traditional media reports were essentially “what is this phenomenon?” rather than the online media’s “here’s a video almost everyone you know has seen!”
Extend your reach by keeping content fresh and updated. Folks will keep coming back for the content that everyone else was talking about. Give them reasons to stick around and stay awhile by creating landing zones with related video or other types of content. If it’s your YouTube channel they’re going to, make a playlist of your best stuff, and stick it front and center. This holds as true for businesses as it does for entertainment.
At the end of it all, there really aren’t magic beans you can plant to instantly create a buzzy, viral sensation. But there are a lot of things you can do to make sure any content you have, on any channel or platform, is tended to, nurtured and fruitful.
Check out our video page for ideas on how you can utilize video on your company’s website.
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