How viral video production has lost its power and what you can do instead
How many cat videos have you watched so far this week? If you say none, you're lying to yourself. Each cat video on YouTube averages over 12,000 views (we couldn’t find the corresponding Facebook number but it’s probably higher!) With millions of cat videos currently on YouTube, the total number of views soar into the millions. What makes cat videos so entertaining?
Cats are bold and adventurous. They love exploring and often find themselves getting into things you wouldn't expect. When I was a kid, I had a cat named Nosey. As you might imagine, he had his nose in everything. Food, bags, toilets. You name it, he found it. I still have Polaroids sitting around with him getting into whatever he could find. He was my personal cat video before YouTube even existed.
There were days when I would just sit and watch him. He always had something on his mind. I was intrigued – Fascinated even. With these memories of Nosey, I'm not surprised with the popularity of cat videos. Many other cat owners have found joy and excitement in watching their feline friends.
So, what's this have to do with marketing? Everything.
Here’s a short video we developed to market our agency’s capability in marketing physical products
Viral Videos: Cats Got Marketing Partially Right
The majority of viral videos on YouTube and Facebook come from cats (other animals, babies, politicians, etc.). Millions and millions of viewers spend countless hours watching cat videos to pass the time. What was the cat doing on the last video you watched? Making funny sounds? Attacking random objects? Being ridiculously adorable?
Think of the emotions you felt watching these. Excitement. Joy. Passion. When was the last time you felt that way about a company's product or service? In today's marketing, I'm guessing not very often. It's not because most companies have nothing to offer. There are more solutions to more problems than ever before. Never in the history of commerce have we had so many options. So why are we so melancholy about the products and services we buy?
We create elaborate story boards to our clients so they also see the vision
Where Cats Failed Marketing
Cat videos have succeeded in gaining our attention. The viral videos have spread uncontrollably, and people love to watch them. So, what's wrong with these “cat” videos?
From a pure entertainment view, absolutely nothing. From a marketing perspective, about half of the equation. A great message needs a great product. Yes, the videos are fun, but what's the next step? After watching one of these videos, do you go buy cat litter? Head to the humane society for a new cat? Viral videos have taken all the free publicity in the world and have done absolutely nothing with it. Can you imagine having millions of views on one of your company videos?
The good news is that you can. The bad news is that most marketers are doing it wrong.
Sample disruptive video we did for one of our clients
Most Marketers Are Dogs
Most marketers approach potential customers with a “look at me” attitude. Like the dog that scares away the cat, nothing turns off a potential customer like a blatant sales pitch. Customers want to buy stuff but don't want to know they're being sold to. I know, confusing. Here's the thing. If you start off a post or an article with “This is who we are. This is what we do.”, a customer will turn the other way and run. They don't care who you are. They only want to know if you can solve their problem.
How can you get a customer excited? How do you get a potential customer to buy if they don't know who you are or what you do? How do you make a simple video a good viral video marketing strategy? The method is quite simple, and we have been doing it for thousands of years.
Gather Around the Campfire to Increase Sales
I have a friend that only buys Under Armour shoes. She refuses to buy anything else. I asked her why and she simply replied, “I don't know. I just like them”. Why would any rational person buy a pair of shoes for $110 when they could buy a pair of the same quality for a fraction of the cost?
The answer is in the story. Under Armour tells a riveting “short film.” Walk into any one of their stores and you'll feel like an athlete. Look at the names of their products and you feel part of the team. When customers buy from Under Armour, they're not just buying a pair of shoes. They're buying into the story. The story of the everyday athlete. The story that they'll look cool if they wear Under Armour. The story sells the apparel.
We also create disruptive videos for the US Hispanic and Latin American markets
The Better Viral Video
When you watch a cat video, they hold your attention. That's what a good story does. When you're marketing to your target customers, they don't care about you. They want to be entertained and feel compelled to engage. They want to connect with you so deeply so that they want to buy from you without you telling them to. Creating a compelling story takes time and effort, but it's worth it.
Once you've garnered the attention of the masses, you need to have a strong call-to-action. What's the point of spending money on a video if it produces no result for you? This is where you can improve upon what cat videos have taught us. After entertaining and engaging the viewer, don't make it difficult for them to find out more about you. Create a strong call-to-action that tells them exactly what they should do next.
At 30 Leads 30 Days, we have a system that does exactly that. Our STORYselling Video Broadcast System creates a video about your company in a way that your customers will absolutely love. It will fill them curiosity, intrigue, excitement, and with some luck, smile! A video so disruptive they won't be able to stop watching. Not about cats…about you and your product or service. Once the 2 – 2.5 minute high-quality video is edited and produced, we have a unique formula that gets it in front of the right audience to help your video reach all corners of the internet.
Click below to schedule a FREE discovery call to find out how we can help you create your own disruptive video. Because the world needs to hear about you, not more cats.