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Creativity is key to viral video success, study reveals Businesses have been urged to get creative with their online video production.
Creative video production and content is the key to achieving a viral marketing hit, a new report has advised.
Research carried out by consultancy firm Millward Brown found that fewer than one in six online video advertisements achieve high viral viewing.
However, those that do manage to attract tens of millions of views generate cost-effective exposure for a brand, the report stated.
Looking at the biggest viral hits of the past few years, including efforts by Old Spice and Audi, the study also noted that engaging and enjoyable videos tended to prove the most popular with consumers, with the report thereby advising that 'creativity rules' when it comes to corporate video production.
Nigel Hollis, chief global analyst at Millward Brown, surmised: "This research clearly shows that creativity is mission-critical to getting people to watch your video online."
In addition, the report also advises businesses thinking of making use of online video productions for marketing purposes ensure that their ad is easy for consumers to find.
Meanwhile, Greenpeace has launched a new viral video campaign aimed at bringing attention to Nestle's alleged destruction of Indonesian rainforests.
Posted by Angela Metcalfe
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