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Jeff Layton: So it seems that oftentimes companies just tell their marketing team "I want a video that's going to go viral." Is that really a good advice? Lorrie Thomas Ross: I am trying not to crack up. I wish it were that simple. Videos that go viral do so oftentimes organically. It can be that fluky thing of a mom and dad posting a funny video of their child that everyone--it's just one of those things that the time, the place, everything works. I've seen a lot of big brands create videos that do not mention their brand, that have no reference to them, the words are not in the description, and they are done in a way that are so relevant to the product, they are entertaining.
And that's really the combination is they need to be relevant, entertaining, and useful, and sometimes when you like if you layer those three circles and you have that link middle point, that's one thing that helps. But the content and the videos, there are viral if they are applicable, but there is no guarantee. I mean, that's the thing. I wish that CEOs could say "go make a viral video" and that would magically happen. But I would encourage anyone who is creating video content to do so in a way that's going to be helpful to the target market, something that can be repurposed again-- whether it's something that can be shared online, on the blog, on the website-- but also done in a way where it is executed in a way where it's fun to watch. Everything from preproduction, production, postproduction, so it's done well.
Some of the largest brands out there have done really neat videos, whether they are surf videos or athletes doing back flips and certain clothing lines that have the right music, the right timing, even the right deployment of them that it's the right time of the year or something like that.
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