Why the Heineken Video Went Viral
Why is online content shared? To build one’s social standing? Or develop the sharer’s self-image? Those and related questions were answered last week in “10 Ingredients for Your Video to Go Viral” for the All About Direct Marketing Virtual Conference and Expo. I mentioned the recent Heineken viral video "Worlds Apart." So today, here are a few reasons why.
If you missed 10 Ingredients for Your Video to Go Viral last week, you can still watch and listen to it here.
Participants during my session posed some questions about making successful videos. Here is the Q&A, including my thoughts about the Heineken video.
How Do You Find Out What Your Customers Want to See if You Offer a Service?
Whether you offer a service or product, the obvious answer might be to ask your customers. But I’d actually suggest that your customers may prefer to be surprised. That is, avoid the obvious and consider the obscure presentation that no one thought to ask about.
Think about how you can use the news or headlines to create a story. Or perhaps there is an attitude or temperament you want to tap into. The Heineken Worlds Apart video, released on April 20, has had over 11 million views so far. They don’t sell beer. Rather, it’s a commentary about our culture, and that while some people may be worlds apart, they can agree to disagree, and perhaps even soften barriers over a beer. It’s a brilliant video, and at over 4 minutes in length, delivers a strong message that surely strengthens their brand. By the way, this illustrates that under-two-minute videos aren’t the only way to command views.
Behind-the-scenes can always be a pleasant surprise. Show how your product is made — or how it is used, out in the wild. Gather testimonials and let the word-of-mouth tell your story in an unexpected way.
If you’re a non-profit, show the outcomes — with real stories — of what you provide, and make sure it’s an emotional tug.
Is an Informal Video Stronger Than a Professional Scripted Video?
Sometimes. It really depends. The Heineken video doesn’t appear to have been scripted, but rather, a lot of footage was shot and it was edited down to create a compelling story that a lot of people have viewed, and perhaps embraced. More important that the video quality is the audio quality. Social media users forgive shaky smartphone videos, but if they can’t discern the audio or if there is distracting, loud background noise, they may not stay with it.
So Green Screen Videos Are Out?
A lot of interesting graphics and text can be used if you have a talking head on video and recorded in front of a green screen. People want to connect emotionally with interesting people, so I would suggest you need the right person to be on camera if you’re shooting in front of a green screen. Also, a green screen allows for simple, controlled, limited lighting in a confined area. In editing, you have options around the environment the speaker is in—and it can change during the video.
How Can Video be Used in B2B Marketing?
There are many applications for business marketers to use video. Introduce executives, key people, or those on the front lines of the customer experience to establish a human connection. Show testimonials.
Get inside the service or product and show how it all comes together. If you have a complicated story, video is a great way to uncomplicated your message.
Do You Think You Have to Use a Video Software That Utilizes Subtitles? Is There a Cost-Effective Way to do That?
Subtitles are not required. But subtitles can help move along a story, especially if the story is complex. Many people initially begin viewing videos on social media with the sound muted. Subtitles give context and invite engagement (to turn the sound on).
The simplest way to add subtitles is to let YouTube ad automatic captioning. Click here for instructions.
Otherwise, there are several apps for adding captions on iOS and Android devices. Here are some reviews.
There are various automated captioning apps and plug-ins for Mac and Windows machines, some of which can "round trip" with Adobe Premier and Final Cut Pro.
Consider manually adding "lower third" titles to your video that correspond to content and timing of the spoken words. Unless you have a large volume, this is probably the most straightforward solution. No learning curve, no expense beyond knowing your editing software.
Do your research using Google. Search "video captioning apps."
On-Demand Link to 10 Ingredients for Your Video Go Viral
If you missed my All About Direct Marketing session, you can watch it online here. The link will be live until early August.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.