YouTube is the premier destination in watching and sharing online videos. Increasingly companies have been jumping on the bandwagon and using YouTube in order to reach their target markets, as well as develop interactive relationships with their audience. It appears as though everyone has migrated online.

The core reasons for YouTube’s success lay in unique areas that cannot be covered by traditional marketing methods. YouTube is more effective for both the consumer and advertiser because of an instant lead to a product/service through a website, an interaction with the audience (unlike TV + print), cheaper cost,  and it’s unrestricted availability 24/7 at the consumer’s convenience. What other method of advertising can you say that about?

Success stories:

“ Family Guy”
Seth MacFarlane of “Family Guy” and Media Rights Capital knew they needed to be creative and break through the online cluster so they created a web-only collection of episodes called ‘ Cavalcade of Cartoon Comedy’. Instead of simply building a website and hoping people stumble upon it, they pushed the content to the public by creating YouTube channels that were distributed through out YouTube and Google’s Content Network.
End result? In just a short time, ‘ Cavalcade of Cartoon Comedy’ became one of the most popular phenomena on the web.

Lionsgate
In promotion of “ Forbidden Kingdom”  Lionsgate  did not simply want to be airing trailers on TV. They also made sure to take their Internet presence beyond simply the film’s website. The Google ad network extended the reach everywhere from search ads to buzz targeting. It gave a reason for the audience to “come back” to view the brand. And come back they did, 3 million times.

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We recently finished a micro-doc for Waterfront Toronto outlining new plans to build a sustainable community and green space in the Lower Don Lands. The project would be a much needed face-lift to an underused yet highly relevant area of the city. Architect and urban designer Ken Greenberg takes us on a short tour of what we can expect in the coming years (and it looks awesome!).

VMG Cinematic has a brand new addition to the team! I am pleased to introduce myself as the new social media viral marketing guru – wait, that’s what I was hired for right … ? Jokes aside, I am very excited to join a knowledgeable (and fun) team of film and marketing professionals as well as bring in my own communications industry expertise. Looking forward!

My first contribution to this blog involves pointing out the most common mistakes in viral marketing. I have stumbled upon an interesting article which scolds failed attempts of brands like Motrin and Gatorade in using viral videos but also provides a viral success story from none other than Dove.

Next time you are thinking of using viral marketing make sure to avoid these three downfalls which may be holding your company back from success in the digital world.

The first rule of viral marketing is …

#1 – Do not alienate your audience.
Keep the consumer in mind at all times when making the video.
Common concept? Yes. Common mistake made? Also, yes.

#2 – Do not fail to associate your brand with the message.
The main goal of any viral campaign is brand awareness. Make sure the video concept makes sense and has a connection to the product advertised.

#3 – Do not make a TV commercial.
Audiences generally don’t like TV commercials because they feel it gets in the way of their program watching. This is why it’s essential for viral videos to be original and establish connections with the audience.

Stay innovative,

Marina.