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Independent video production offers best value for money  An expert has urged companies looking at video content to go independent to get the best value for money.
Branded viral videos are no longer relevant in today's market.
That is according to Kevin Naulty, an interactive media marketing expert, who suggested at the Marketing Week conference in Canada that viral was "dead".
According to Itbusiness.ca, Mr Naulty claimed that viral branded marketing videos are not getting as many views as more independent creations.
"Please, please don't chase the viral dream," he said, despite the fact that his videos have been viewed more than 110 million times.
Mr Naulty did admit that there were exceptions to the rule, such as the roller dancing babies video for Evian, but that small budget independent productions are more likely to profit than big-budget ones.
He added that utilising faces that are already big in the online world could be a great alternative to spending out vast sums on a sophisticated campaign.
A number of companies have attempted to use virals to gain a following – one of the best known in the UK was the T-Mobile advert that saw hundreds of people dancing in London's Liverpool Street Station.
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