Stop focusing on trying to make your videos “go viral” and focus instead on the emotional response you want to invoke in your viewers. Get the emotional part right and the viral part of the marketing will take care of itself. That seems like a no-brainer, but a lot of marketers still aren’t getting the big picture about viral video, especially many Asian brands, says Chris Jaques, CEO of M&C Saatchi. Jaques recently spoke at the Singapore Digital & Music Conference. He said many Asian brands approach video marketing with a desire to produce a viral video for their brand, but with a fear of the loss of control that creating a viral video requires. Their conservative approach tends to keep their efforts from going viral. After all, viralness is a result of a good campaign; it is not something that kick starts a campaign.
Jaques offers some excellent insights into how culture and emotional responses affect branding, particularly the kind of emotion marketers should be trying to evoke. Hint: It’s not anger. No matter what culture you come from, if you’re a businessperson you’d like to control everything about the branding, buying and marketing experience possible. But we can’t. However, we can focus on the consumer and trust them to respond honestly to our portrayal of our product or service. Brand is a perception the public has of your product. If you don’t create a strong, positive image then they’ll create their own image—either stronger than yours, or totally different from how you perceive your brand. To take advantage of people’s natural tendency to get involved and follow strong emotions find a topic, event or story in your area that is getting attention and focus on creating a campaign or video around that.
Read more Marketing Watch articles.
Photo: Getty Images