When it comes to marketing through video on the Internet, we must follow the rules that govern entertainment rather than marketing.
In an article on money.cnn, Kevin Roddy, executive creative director of Bartle Bogle Hegarty, had this to say:
"I believe if you want to be successful in the world of viral, you need to play by the rules of entertainment, not the rules of selling. A lot of brands might have difficulty with that. But as soon as you [sell], people say, 'Well, I'm not going to do your work for you.'"
Entertainment is thrown out there and is either liked or disliked. People will either share it and make it go viral or they won't. Trying to sell viral won't work on internet social-networking sites; or anywhere else online.
Viral video is exactly what it says: It is something people want to share because it is compelling; not because they are being compelled. A lot of companies are learning this the hard way.
Another thought that is breaking down concerning offering video marketing on social-networking sites, is that the majority of people don't mind that it's presented, as they are beginning to understand that the site won't exist without the advertising. It just needs to be done from the entertainment viewpoint; not from a selling one.
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