Posts tagged viral videos
Social Media Affects Sports: Here’s How You Can Take Advantage
Sports have always been connected with social gatherings. If you go to the game, you are surrounded by thousands of people, and a camaraderie forms as you all cheer on your favorite team and jeer the enemy. Even at home, important sporting events often result in watching the game with friends, enjoying some good food and drink, while rejoicing as your team triumphs or shouting at the screen while they get decimated. There are also sports bars that let people come together to watch the game in a public forum. Nowadays, social media affects sports, and in a variety of ways.
Around 35 percent of people between the ages of 18 and 34 admit that they are frequently using sites like Twitter or Instagram to post sports related content. Many fans now commiserate over losses and boast over victories by tweeting and posting pics with hashtags that attract fellow fans or insult fans of competing teams.
So, how can you benefit from knowing that sports fans are not just watching the game, but engaging one another via social media? (By the way, they are doing this while the sporting event is on, likely during the commercials we wish they were watching).
Nearly 75 percent of people who use the Internet are actively using social media. That makes social media a must when it comes to engaging consumers and building your brand’s reputation. Clearly, it’s time to use social media strategically to engage sports fans during the game, and perhaps even at live events.
Now that you know that social media affects sports, use this knowledge to the benefit of your brand. Make sure that during the game, whether live or on TV, fans know what hashtag you want them to use. This connects your brand with the game they are watching. You get a large audience, increase brand awareness, and create engagement all at the same time. It’s a great way to associate your brand with the good feelings that come from the sense of community people enjoy when they watch sports.
YouTube Celebs: What Brands Can Get
We all love a good Cinderella, rags-to-riches, story. YouTube creates these stories all the time by taking ordinary folks and making them overnight celebrities. But there is a difference between YouTube celebs and Hollywood celebs. People who hit it big on YouTube give us the sense that they belong to the common people. We made them who they are by watching, subscribing, and telling everyone we know about their talent. We love that. These people are real. Hollywood celebrities are like gods and goddesses looking down upon us from Olympus. They make the tabloids. Meanwhile, YouTube stars seem like someone you would have over for dinner.
Over 50 million people are regular YouTube users, so it’s a large pool to swim in for marketing purposes. How can brands create the right content to get a foothold in a world that has rejected Hollywood glitz and glam and replaced it with cosplayers, acoustic singers, funny news shows, and video game streamers? Here are a few ways to connect with your target audience.
First of all, put it in the budget for 2015. Plan on spending money to produce video content for a YouTube site. Also, don’t be afraid to partner up. Sponsor one of these little hometown heroes who are now world renowned. YouTube personalities are well established, and this is what the YouTube community loves. Hollywood has tried to beat them and has failed. Your brand is better off trying to join them. Also, be interactive. People are on YouTube because it’s down-to-earth. This is where you make your brand feel like the person they invite over for dinner instead of the giant who lives up the beanstalk protecting their goose that lays golden eggs.
Focus on the allure of YouTube instead of trying to change it. It’s a great way to humanize your company in the eyes of people, while creating engaging content that improves brand perception. If done right, you and your brand can be a YouTube celeb too.
Social Media Lost Its Edge: Why?
Have you noticed that social media lost its edge? Everyone wants to be super nice, keep their nose clean, and avoid topics that could cause any dissent. Now don’t get me wrong, content that is considered prejudiced or intolerant can cause a lot of damage to a brand. And it doesn’t have to be posted directly to the company’s social media site either. It can be a mistake made by an employee that instantly smears a company’s reputation. But these overly nice, ‘how’s the weather by you?’ posts aren’t engaging by any means. So, where is the happy medium? Where is the point at which social media creates a dialogue without being shocking and detrimental to a brand?
Let’s take the Applebee’s scandal from last year as an example. A disgruntled waitress posted an obnoxious note on a receipt from a customer who was too cheap to leave a tip (we’ll leave it at that). They fired the employee who posted the pick siting privacy issues. If that didn’t get them enough negative attention, they then posted an apology for the employee’s actions, actions which the Internet seemed to support. In an effort to be overly nice to one customer who didn’t tip a waitress, a chain restaurant earned themselves tens of thousands of negative online remarks and threats of boycotts. That’s what happens when you are too nice on social media.
Just as an aside, Applebee’s also made the mistake of deleting negative posts. Just because you feel you have to be nice on social media doesn’t mean that everyone else has to live by your company policy.
That having been said, there are a few risks that you shouldn’t take on social media. The primary one is that you shouldn’t try to capitalize on a catastrophic tragedy that occurs. Yes, it’s on everyone’s mind. No, they don’t want you to try and turn it into a PR stunt. Also, it’s important to plan ahead for what you will do if a social media post does go awry. Be ready to apologize and take the hit—if your brand screwed up. Don’t apologize if the Internet is on your side or your employee’s side (refer back to the example above).
Social media lost its edge by trying to be uncontroversial. It may be time to flip the conventional wisdom on its head. Speaking on a controversial issue can start an expansive dialogue and give the opportunity to show customers your brand values.
The Best Viral Marketing Videos: 2013 Edition
At the end of the year, people usually like to look back and see what worked and what didn’t do as well during the past 12 months. Making videos go viral is a recent trend used by companies as part of their marketing strategies, and some outstanding ones took the online world by storm indeed. We took stock of our favorites from the past year and see which videos really made their mark.
Dove™ was the number-one viral video-producing company in 2013. How they did it: with a little ad series on the comparison between how women saw themselves and how other people did. In the videos, a woman would describe her own features to a sketch artist while being hidden from the artist himself. A stranger would then get to spend time with the woman and also describe her to the artist afterwards. Both sketches would then be shown to the woman, eliciting a highly emotional response from her (and the video’s viewers) after she sees how much more beautiful others described her versus her own perception of herself. The films received an award back in May, thus getting the highest spot on our list. This level of emotional impact put Dove on top of all other Internet videos that were released last year.
Other companies that enjoyed great viral success in 2013 include Google™, Volvo®, Evian®, Toshiba®, Samsung® and Turkish Airlines®. Videos took advantage of certain modern phenomena, such as Google’s video on productivity and Turkish Airlines playing on the world’s fascination with “selfies.” Evian used babies to sell water (babies are always good at selling products, after all), and Samsung teamed up with popular recording artist Jay-Z.
These video marketing campaigns each saw over 50 million views in 2013, with Dove topping the charts at over 135 million. This just further emphasizes what an excellent online video campaign can do for brand awareness and reputation.