It’s a question I get asked frequently, to which my response is, ‘it’s easy’. ‘Really?’ I see people’s faces light up… ‘Yes,’ I say. ‘All you have to do is create a piece of content that people want to watch and share.’ At this point the smile usually disappears.
The problem is that, in the B2B space at least, all too often companies are more interested in including their message, their logo, their CEO, their product pitch… than they are engaging the viewer or creating content that people want to watch and share. I try to explain that the success of a video – certainly one that might be viewed by thousands – or millions – of people isn’t about promoting the maker or a product or service, but about engaging the viewer.
I’ve already talked about the success of the Chipotle brand video, which has been viewed by millions on YouTube. Given the target market – the general public – you could say it’s an easier job for a B2C business to achieve viral success for a video. On that basis, there should be a lot more successful viral videos from consumer brands than there are. It all comes back to engaging the audience.
So, here’s an example of a successful B2B viral video. How many of you know what Corning does? How many of you have seen the video, ‘A Day Made of Glass’? It’s been viewed by more than 18 million people – the majority of whom had no idea what the company sells.
You might ask how has this helped Corning’s business. After all, how many of the 18 million views are by potential customers? Not very many, admittedly. But, the follow-up – a video entitled ‘A Day in Glass 2: Unpacked’, which contains details about the company’s products, key messages and positioning statements has been viewed almost 700,000 times. How many of those viewers are potential Corning customers? Probably quite a few!!
I’ll post an explanation of why Corning’s video went viral over the next couple of days. In the mean time, if you want to find out how you can increase your chances of creating a viral success get in touch…