Being in the Online Video Production game, a common theme from clients is "we want to do something that will go viral" rather than "lets build an engaging channel".
Why? Because most people correlate Views, Likes, Shares as the key metric for success, rather than tracking analytics, examining ROI, studying conversion, growing subscribers and developing an engaged loyal audience.
Simplistically here is a perfect illustration why Viral does not always equal success. This (FAKE) Qantas giveaway Facebook post has attracted viral activity with over 10k Likes & Shares in less than a day, and going by the comments 95% of respondents are unaware of it. On the surface, it looks like a successful campaign post - purely speculative, I would be guessing a "reach" in excess of 500k - however has only generated 390 page likes.
What your strategy should be building is a loyal following. Some research suggests it can take up to (and over) 12 touches to convert a first time prospect into a customer.
A viral YouTube-Facebook-Retweet is only 1 touch, and might be reaching an audience outside your target market anyhow. A First Class flight offer from Qantas which reaches someone in regional Bangladesh is of little value to both the brand and viewer. A viral post also generally has a short shelf life and won’t hold the test of time.
Therefore, what is your strategy to touch new prospects and existing customers at least 12 times? YouTube & 90 Seconds are promoting the "Hero, Hub & Hygiene" concept as an effective strategy.
Hero content: What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year, such as product launch events or industry tent-poles.
Hub content: The content you develop on a regular basis to give a fresh perspective on your target’s passion points. (E.g. verticalized content about a product line.) This is often staggered throughout the year.
Hygiene content: What is your audience actively searching for regarding your brand or industry? What can serve as your 365-day-relevant, always-on, PULL content programming? E.g. product tutorials, how-to content, customer service, etc.
Here is an example of good content. 2 ½ years after publish this video (in a series of 9) we produced is getting the same - if not more - traffic than when it was first released.
Nick Teulon is Growth Manager for 90 Seconds, a world leading Cloud Video Production specialising in video content with offices in Sydney, Perth, Singapore, London, Auckland and Tokyo. Follow @xpatnick
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