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VIRAL VIDEO ALTERNATIVES
Many social marketers dream of going viral with branded content and to date the ‘viral’ marketing approach has had formidible marketing results, but is viral video marketing really more useful to online marketing campaigns than
alternative social marketing strategies?
Luke Aviet, UK MD of AOL advertising and goviral,
called recently for a 'viral' marketing alternative and in it's place a new specie of social video marketing.
The definition of Social video marketing is shared video content within social networks like Facebook and Twitter. It's rather empty to assume however that social marketers believe only that social videos are just highly viral entertainment that people share without thinking.
Effective ‘social outcomes’ from video really should come
not from throwaway views but from
an alternative higher engagement with the right people that truly embrace the experiences a video and brand or product has provided. After all - people sell brands and thats exactly why a viral branded video share
might not have the most engaged of viewers than the alternative because the sharer is merely entertained.
Clearly the definition of social video marketing and a viral video marketing will always stay ambiguous, but while viral video marketing campaigns can get out of hand by entertaining too hard, marketing with a
social video experience can provide the alternative foundation of worthy conversations with purpose for the brand and product.
As Luke Aviet rightly puts it, video is about "
making the social the ordinary” and
theres nothing ordinary about experiencing the alternative to great service and down to earth conversations from social video marketing.
