There’s a conversation happening online this week about which video production format, viral or episodic, works best for brands. This blog has mentioned a few times the power viral videos have for brands. With one well-made, funny, clever, and original video, anyone can become a household name over night. Although viral status is usually reserved for independent content creators and “Average Joes” who happen to whip out their camera at the right time, brands have been working tirelessly with online video to get that kind of instant media attention. Most recently, Jamba Juice created a McDonald’s parody that started appearing all over the web.
But what happens when a video’s viral status fades away, and someone else takes the crown? Because virals don’t build a habit in their viewers, they go just as fast as they come, and viewers simply get used to finding different videos to entertain them. However, if a brand were to invest in a series of videos, they have the opportunity to build a Chicago production companies relationship with their viewers that would bring people back to the brand’s content on a regular basis.
On the other hand, a video production series sometimes needs time to gain popularity, but still only attracts a content-specific audience. Virals can reach practically anyone, and can gain millions of views in a very short period of time. In both cases, brands offer users entertainment value that is otherwise hard for businesses to pull off.
So which format is best for your business? It’s a question that’s just about impossible to answer. You can try to create a viral video, which would be cheaper and easier, but if it doesn’t gain online popularity it becomes practically worthless. Or you can invest in lengthy video production series, which might not make as large of an impact, but will have more time to find an audience.
Perhaps an ideal common ground can be seen in Hell Pizza’s Deliver Me To Hell series. The Chicago production companies only produced eight videos in total, and used them to create a game on YouTube. It wasn’t as long as the typical online video series, but it engaged customers for a relatively long period of time. Likewise, the videos were so fun that they became an international hit.
In short, don’t put all your eggs in one basket. But don’t break the bank trying to find an audience. As the old saying goes, anymore more than a handful is wasting.
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