For many digital marketers and brands, ‘going viral’ is the pinnacle of online marketing success. Having your marketing content shared between friends and sending it all over the world is something most brands can only dream of, yet it happens all the time. But what is the key to success?
The first point to note is that it’s notoriously tricky to create something that will create an online sensation, and it can ruin the power of the message and quality of the content to focus only on this one goal when creating it.
Video is king
There are, however, certain types of content that can give you the edge and if not send your content viral, at least boost your share stats and get you a far healthier ROI figure for your efforts. For example, a recent study has found that video is one of the most commonly shared forms of online marketing content, with social video generating a massive 1200% more shares than text and image-based content combined.
- Online video accounts for half of all mobile traffic and 64% of all consumer internet traffic
- 55% of internet users now watch videos online at least once a day, while 78% of people watch videos online every week
- 52% of marketers feel that online video marketing is good for boosting brand awareness, while 45% believe it works well for lead generation and 42% praise video marketing for online engagement
- 85% of survey respondents who already use video marketing would describe it as fairly or extremely successful, while 81% feature videos on their brand websites
- Around 4 times as many consumers would watch a video about a product than read about it
In separate research, it was found that YouTube has at least 2,777,777 videos being viewed every minute, making it the third busiest website behind Facebook and Google.
Incorporating video into digital marketing campaigns is good news for your share stats, which means that more people are seeing your content. You post content which reaches one audience, while lots of sharing means that hundreds or thousands of other audiences, friendship groups and markets will see it too – it’s a no-brainer why this is good news for your ROI figures.
However, video marketing can also boost conversion rates, for a more concrete indicator of how well your social and digital marketing campaigns are actually doing. The InfographicDesignTeam.com survey also found that 70% of marketers believe video produces more conversion than any other content. The stats back this up, as 4.8% is the average conversion rate for websites which use video, compared to just 2.9% for websites which don’t.
From your experience, do you feel that video produces better results than other forms of digital marketing content? If you’ve ever had a video ‘go viral’ – what was it about your video that made it so irresistibly shareable? Please feel free to share your thoughts.