A little known video entitled “The Fox” had 40 million views in its first two weeks, and 240 million views in its first 3 months on YouTube becoming the most watched video of 2013. The publishers had no clue why the video had resonated with the audience, why people wanted to share the video and a far bigger question - did it really add any value to them or the entity. The same question is most oft repeated by marketers irrespective of the topic of discussion on hand - can you help us create content that has a specific “virality” quotient and more importantly, has a tangible connect with our brand.
This is the toughest product to design, communicate and monetize - which is why we love it. There are four pertinent questions we ask ourselves and the marketers and dependent on the brand and region, we tweak our approach to meet the objectives. Not SINGULAR objective of vitality of content but the dual objective of virality and the subsequent rub off effect on the brand/product. The four questions:
1. What are the 3 stories that are interesting for the audience and will have an organic connect with the brand?
2. Does the content satisfy the six key drivers that are must have’s for an audience to consume and share the content?
3. What is the release strategy for the specific content: Inclusive or exclusive/controlled?
4. Does it pass the “Office” test - if your employees are reluctant to share the content, chances are the public won’t either.
That the drivers are the result of six years of meticulous training by an Ivy League Professor or the steps are logically thought out doesn’t guarantee success - it reduces the risk of failure and adds a layer of science to the gut approach. And to decrease the margin of error, we advise the usage of Influencer marketing (shameless plug for our product Eye for Influencer). If your industry has an ecosystem of influencers, we would be partnering with them to release your content or message. If it doesn’t, especially in the Asian region, we can help you create the ecosystem.