fame vs infamy: is going viral really the holy grail of video content?
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Fame vs. Infamy: Is Going Viral Really The Holy Grail Of Video Content?
When it comes to video content, going viral is considered the ultimate measurement of success. Content marketers work tirelessly to crack the viral video formula - with varying levels of success. Viral videos achieve millions of views, massive engagement and, potentially, wider media coverage - so it’s no surprise that viral success is considered something to aspire to.
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It’s no surprise that viral success is considered something to aspire to
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The dark side of going viral
Viral content is, by nature, rarely controllable - with the potential for videos to go viral for all the wrong reasons - achieving brand infamy. There have been numerous well documented cases of adverts gaining notoriety after drastic misinterpretation - often to disastrous and great effect. Many have been picked up by other media sources, not because of the product or service featured, but because of their offensive or ambiguous nature - potentially destroying a brand overnight.
Every business has different goals
Every business has different goals - and a viral B2B YouTube campaign poses few tangible benefits for businesses looking to expand their customer base if their viral views don’t fit the demographic. It may increase brand exposure - but if they’re watching it for the wrong reasons, the vital message or call to action will be lost.
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Creating content that achieves business goals
There’s no doubt the traffic and exposure that come with viral fame will always be desirable - but as a sustainable business, there are obvious benefits to pursuing more targeted and manageable goals.
The solution can arguably be found through strategy. Thoroughly researching, planning and testing a piece of video content before launch allows businesses to maintain control over its effect. So whether you’re targeting consumers or other businesses, it’s vital that your video content strategy is planned to the n degree and reflects business goals.
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Where to start?
If you are looking for a new video platform which gives you full control over the message you broadcast, choose Nideo. Built for business, Nideo allows businesses to expand their brand on their own terms, developing enduring relationships with clients and customers.
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