05/26/09
Viral marketing: Catching lightning in a bottle.
In meetings, seminars, and even the occasional new business presentation, we get asked the following questions more than a few times:
- How can we get seen on YouTube?
- Can’t we just create something viral?
Both questions are pointing to the same underlying questions. How can one create something viral and ensure that it is seen everywhere? And furthermore, without a budget to back it up? Answer: can’t be done.
Consider the following stats:
- Every minute, ten hours of video is uploaded to YouTube (YouTube.com)
- Some 53% of YouTube's videos have fewer than 500 views (TubeMogul)
- About 30% have less than 100 views (TubeMogul)
- Just 0.33% have more than 1 million views (TubeMogul)
In other words, you can’t ever count on anything becoming viral. It happens more organically, and in a less controlled manner than you can possibly image. Plus, without the benefit of sending people there via a more traditional media buy, it may never be seen.
If a video gets posted on YouTube and no one watches it, is it still a video?
YouTube is a perfectly good tool. But again, it is not a plan. Your odds of having something take off on YouTube are about the same as winning the lottery. Is that how you’d like to conduct business?
Phire Blog