Why Some Ads Go Viral and Others Don't!
"Most altruistic. sharing all them not the receiver."
http://blogs.hbr.org/video/2012/02/why-some-ads-go-viral-and-othe.html#.T1ljEd1N904.gmail
"Most altruistic. sharing all them not the receiver."
http://blogs.hbr.org/video/2012/02/why-some-ads-go-viral-and-othe.html#.T1ljEd1N904.gmail
I would tend to agree with the research conducted and the five idetified problems in ads that prevent them from going viral-
ReplyDelete1) Prominent branding puts off viewers: Instead of plastering the company logo all over the ad which can negatively affect the popularity of the ad by be being obviously self promoting, the author recommends "utlizing brand pulsing" where advertisers unobtusively weave the brnad image throughtout the ad- much more effective
2)People get bored right away: Keeping viewers involved in an ad depends on creating the emotion of joy and/or surprise right away in the ad, as opposed to in the end as a punchline.
3)People watch an ad for a while but then stop:If an ad delivers the emotion of joy or surprise at a fairly stable rate throughout the ad, this becomes predictable and is not effective at engaging viewers for very long. The solution is to for the ad to create an emotional roller coaster with varying doses of emotion throughout the ad.
4)People like an ad but won't share it: The ad should be surprising but not shocking or offensive- this will result in people being hesitant to share it with friends or family as they dont want to offend folks they know.Obvious nudity or sex display falls into this category and should be avoided if the advertiser's goal is for the ad viewer to share the ad using social networks.
5)People like the ad, but will still not share it: Even though the ad has all the ingredients for going viral, there is only a small subset of viewers that will forwawd it and share it with their social circle- those who are extroverts and/ or are egocentric. As a result, the ad should target the viewers who fall into these categories- easier said than done, as its hard to target viewers on the basis of personality type.
Some of these research findings for ads, also are relevant for short films or videos that go viral- for example witness the Joseph Kony short film made by Invisible Children that was posted on youtube last Monday and had been viewed over 70 million times before the end of the week- a huge viral successs.
In case you have not seen the half hour film, it can be viewed on youtube.
And also, it's a certain amount of effort to share--the effort has to be perceived as worth it.
ReplyDelete