Marketer's Heaven and Hell: Where does your video go? [Infographic]
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Every day, thousands of Marketers, Communications Managers and Business Owners plan their corporate videos with high hopes. But in the Good vs. Bad world of the Internet, where trolls roam looking for the next project to flame and the veil between a project’s success or failure is oh-so-slight – many fail to take the time to consider where their project will go. Ask yourself, is your project going to Marketer’s Heaven or Hell? Below is a handy cheat-sheet to help you determine the type of corporate video your next project could be. MARKETER’S HEAVEN & HELL: WHERE DOES YOUR VIDEO GO? phantamedia.com VIDEO CLASS NOT RELEVANT HIT & MISS CONSUMABLE SHARABLE VIRAL EXPLANATION Video goes nowhere and serves no one. Video kind of works... sometimes. Video serves the target audience’s need but is too specific to be shared. Video serves the target audience’s need and encourages shares. Video encourages shares and has built momentum outside the target audience. COMMON RESPONSE “ZZZ-zzz” (the ‘viewers’ have nodded off) “Wow, that’s really... um... ______________________” (fill in generic adjective of your choice). “This is really good. Thanks so much.” “This is fantastic, I’ve got to share this with Sally & Billy.” “This is f@#!ing amazing! Everyone must see this!” Alt: “Awwww... This is soooo cute!” Alt: “Bwah-ha-ha-ha-ha...” REASON The video has no clear purpose but makes the producers really happy. There is no clear strategy behind the video. As such it serves some purpose to some viewers but not others. Video content was produced with a clear target audience in mind so content is highly targeted and effective. Video content was produced with a clear target audience and was produced with the objective of being “sharable” content. Video was produced with the clear objective of being “sharable,” but also ties into an emotional response, has practical value or contributes to social currency* . OUTCOME Budgets are cut, career paths take a sudden shift & from some deep, dark hole you hear the sound of sinister laughter... It is quickly determined that “video does not work” and budgets are put into other resources. Your hair has been singed but you have avoided the flames... for now. Video receives a passing grade and more content is produced. The clouds part as a beam of sunlight shines down upon your desk. Video gets a strong hit count, generates comments, backlinks and higher traffic to your site. Word travels that you do good work and everyone “up there” can’t stop talking about it. Video goes viral. Producers dance in slow motion as Champagne rains down. Their peers cheer and clap. From some unseen place, a host of Angles sing “Hallelujah”. *Contagious, Why Things Catch On by Jonah Berger
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Every day, thousands of Marketers, Communications Managers and Business Owners plan their corporate videos with high hopes. But in the Good vs. Bad world of the Internet, where trolls roam looking for the next project to flame and the veil between a project’s success or failure is oh-so-slight – many fail to take the time to consider where their project will go. Ask yourself, is your project going to Marketer’s Heaven or Hell?
Transcript of Marketer's Heaven and Hell: Where does your video go? [Infographic]
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Every day, thousands of Marketers, Communications Managers and Business Owners plan their corporatevideos with high hopes. But in the Good vs. Bad world of the Internet, where trolls roam looking for the nextproject to flame and the veil between a project’s success or failure is oh-so-slight – many fail to take the timeto consider where their project will go. Ask yourself, is your project going to Marketer’s Heaven or Hell?
Below is a handy cheat-sheet to help you determine the type of corporate video your next project could be.
MARKETER’S HEAVEN & HELL:
WHERE DOESYOUR VIDEO GO?
phantamedia.com
VIDEO CLASS
NOT RELEVANT
HIT & MISS
CONSUMABLE
SHARABLE
VIRAL
EXPLANATION
Video goes nowhere and serves no one.
Video kind of works...sometimes.
Video serves the targetaudience’s need but is too specific to be shared.
Video serves the targetaudience’s need andencourages shares.
Video encourages sharesand has built momentumoutside the targetaudience.
COMMON RESPONSE
“ZZZ-zzz” (the ‘viewers’have nodded off)
“Wow, that’s really... um...______________________” (fill in generic adjective of your choice).
“This is really good.Thanks so much.”
“This is fantastic, I’ve got to share this with Sally & Billy.”
“This is f@#!ing amazing!Everyone must see this!”
Alt: “Awwww... This issoooo cute!”
Alt: “Bwah-ha-ha-ha-ha...”
REASON
The video has no clearpurpose but makes theproducers really happy.
There is no clear strategybehind the video. As such it serves somepurpose to some viewersbut not others.
Video content wasproduced with a cleartarget audience in mind socontent is highly targetedand effective.
Video content wasproduced with a cleartarget audience and wasproduced with theobjective of being“sharable” content.
Video was produced with the clear objective of being “sharable,” butalso ties into an emotionalresponse, has practicalvalue or contributes tosocial currency*.
OUTCOME
Budgets are cut, careerpaths take a sudden shift & from some deep, darkhole you hear the sound of sinister laughter...
It is quickly determinedthat “video does not work”and budgets are put intoother resources. Your hairhas been singed but youhave avoided the flames...for now.
Video receives a passinggrade and more content is produced. The cloudspart as a beam of sunlight shines down upon your desk.
Video gets a strong hitcount, generatescomments, backlinks andhigher traffic to your site.Word travels that you dogood work and everyone“up there” can’t stoptalking about it.
Video goes viral.Producers dance in slowmotion as Champagnerains down. Their peerscheer and clap. From someunseen place, a host ofAngles sing “Hallelujah”.
*Contagious, Why Things Catch On by Jonah Berger
