If there’s one thing more fun than speaking to hundreds of marketers before a giant video of yourself like a “Rolling Stones” concert, it’s to read Twitter “tweets” after you speak.
By searching #mweek and @nalts after my talk on Wednesday, I learned what “stuck” with the Toronto “Canadian Marketing Association” audience. Canadians are nice, and apparently quite addicted to Twitter. They surprised me by almost making me sound intelligent in the quotes they shared.
Here are two of the things people most RT’d (aka retweeted, which here means posting on Twitter or sharing someone else’s Twitter post).
- Viral is dead.
- An impression isn’t an impression unless it makes one (see TechVibes coverage).
Marketing Magazine led with this article titled “Marketing Week Begins with ‘Viral is Dead’ Declaration.” IT Business was struck that a “viral is dead” statement woud come from “a person who owes his fame and fortune to tons of viewers on YouTube.” Then there’s the Canadian Star, which captured one of the most important points I hoped to make:
But advertisers don’t have to spend millions making YouTube videos, like the Evian Roller Babies, in hopes they go viral, Nalty said. The ad features digitally animated babies rollerskating to rock music. Instead, they can use existing YouTube stars, like Fred Figglehorn, the teenager with the annoying high-pitched voice and the online following bigger than Oprah’s TV audience, Nalty said. Fred makes a six-figure income from advertisers on his YouTube posts, Nalty said.
Certainly there’s a robust future of incredible clips that will gain “viral” fame. But my point was that marketers should not waste time and money investing in clips with hope that they go “viral.” It’s rare for a commercial clip to be shared wildly, although Evian’s babies is a recent exception.
Instead, I encourage marketers to chose the more efficient and guaranteed approach of partnering with online-video weblebrities. These individuals have large, recurring audiences and fans. So their sponsored videos are far more likely to travel the web and be seen by millions. I showed the Hitviews case study on Fox Broadcasting as proof. Two of my Fox videos alone have surpassed 1 million views each, which was half the targeted views of the campaign (for “Fringe” and “Lie to Me”).
I was encouraged to speak with a number of creative directors (or former creator directors) that seemed excited about the prospects. I had feared that they’d feel threatened by an online-video “weblebrity” creating videos that aren’t as easy to control. But they seemed to appreciate the idea of giving a popular creator a creative brief, and some room to tailor the message to his/her audience and style.
Here’s the deck, though most won’t make sense without context. Steal away. Spread the word.
But remember two things above all. US/Canada border guards require passports, and don’t care to be videotaped even if it’s on a Hello Kitty Flipcam. Trust me on those.