I recently attended the OMMA Video (#ommavideo) event at the Hyatt Regency Century Plaza in Los Angeles. A lot of our customers ask us about viral video, so I hope this post sheds some light on the subject. The panel “The Art of Being Discovered: Is Viral Video a Strategy” was moderated by Bob Heyman, (Managing Director, The Digital Engagement Group) and included the following panelists: Andrew Budkofsky (SVP Sales and Partnerships, Break Media), Benjamin Carlson (Chief Strategy Officer, Bradley and Montgomery), Gregory Markel (Founder/President of Infuse Creative), Matt Martelli (CEO/Creative Director, Mad Media) and Bret Wilson (Co-Founder/CEO of TubeMogul). Here are some of the talking points I walked away with that I found interesting:
“¢Â The best techniques for driving “virality” starts with content. But it doesn’t end there. Then you have to promote your video via SEO, social media (Twitter, Facebook, Myspace etc.), social bookmarking sites (Digg, Reddit, StumbleUpon etc) andÂ getting bloggers to review and talk about your video.Â Oh, and it can’t hurt to launch a full PR campaign to get a reaction from appropriate media outlets that are relevant to your audience.
“¢ Getting a video to go viral is getting harder and harder because there is currently a glut of video out there and it’s harder to stand out. Video is following the same trajectory as banner ads; at first everyone clicked on them and thought they were novel. But today, people pay less and less attention to them. The idea of going into a teen chat room and asking them to check out your video and expecting a response is kind of creepy and pretty much over.
“¢Â Want to spread your video effectively? Consider hiring a Weblebrity (a web celebrity that has a following of a million plus fans). Pay them to review your video. Or, even better yet, have them make a video in response to your video. This practice is becoming popular among viral video marketers and weblebrities seem more than willing to participate.
But at the end of the day, it still comes down to the quality of your content and being relevant to your audience. As one of the panelist said, “sites want good content. They’re going to start banning people who flood them with crap.” Woudn’t that be nice.Â If you couldn’tt make the OMMA video event, you can see highlights at the MediaPost Raw >> OMMA Video .
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