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