Ten Lessons for Marketers Using Viral Videos - Advertising Age
YouTube’s ‘Nalts’ on How to Help Your Brand Thrive Online
I am not the greatest marketer on the planet or the most famous online-video creator. But I do have a unique view on the hits and misses of online-video marketing since by day I am a marketing director at a
Fortune 100 company and by night a popular video creator on YouTube, where I’m known as “Nalts,” the seventh most-subscribed comedians.
Online video is changing the way we market, and it requires skill sets they don’t teach in business school (at least they didn’t a decade ago, but now I’m dating myself). On one hand we have marketers believing their “unique selling proposition” is as interesting as the “Numa Numa” kid. On the other, we have today’s ADHD-prone video viewers demanding short entertainment whether it is promotional or not. So the rules are fairly simple: Keep your promotion short, interesting, edgy and give us a surprise that makes us want to forward your clip. After all, it’s not a “viral video” if nobody wants to share it.
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