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Hello,
Welcome to another ViralTracker newsletter. This month we will look at the rise of long form online content, the new Audi A1 video campaign and we will dive into the statistics of the latest viral from the Will It Blend series, this time crushing a bright new and shiny iPad.
Long Is The New Short
An interesting article in AdAge discussed the future of branded content and particular the rise of long form content.
Companies such as Nike have long realised the importance of branded content – and with the rise of our sharing culture content has become the currency of the web. For a long time it has been argued that online video needs to be short, people are increasingly multi-tasking and with decreasing attention spans you only have a split second to grab the attention.
Whilst that is partly true, you only have so much time to hook in the viewer, the content does not necessarily have to be short – take Lady Gaga ‘Telephone’ video for example. Nine minutes long, yet it attracted 18 million views in less than 5 days.
 Whilst the length of online videos is not the be all and end all, what is important however is that you appropriately track and measure any online video campaign. Whether the video is short or long, it is important to understand how effective the creative execution has been and how the video has spread across the web.
Audi A1 Teams Up With Justin Timberlake
Speaking of branded content, Audi has recently launched an online mini-series starring the new A1 and Justin Timberlake. The series is called ‘The Next Big Thing’ and will consist of 6 episodes where Justin Timberlake will crawl into the skin of John Frank. The campaign also includes a micro site, Youtube Channel and Twitter account where fans of the show can stay up to date in between episodes.
[Disclaimer] The videos of this campaign are being tracked with ViralTracker.
Will the iPad Blend?
A regular reader of our friends over at Viralblog will be familiar with the ‘Will It Blend’ concept – a blender producing company called BlendTec was looking for a fun way to engage their target audience and so decided to start using their blenders for chaos and destruction.
Blending the iPhone in 2007 really put the campaign and company on the map, so it was only logical for them to relive that moment of glory and do it all over again with the latest bright and shiny toy from Apple – the iPad.
Love it or hate it, it doesn’t matter – the question really is: will it blend? And how many people will watch its potential demise? ViralTracker provides the answer.
The video attracted over 5 million views in the first 12 days, but we are always interested in the long tail success. Days after the initial spike, which was the viral tipping point for this video, we still saw over 10,000 views coming in on a daily basis.
These insights are really useful for marketers. For one it shows the long tail in online video actually does exist. Secondly, it highlights the importance of an outreach campaign to stimulate the video’s success – many of these views are coming from people watching the video on third party sites.
And lastly, it shows the importance of viral video optimization and clever use of meta tags – views are also coming from the internal search engines at portals such as Youtube, making it important that the meta data is optimized to help the video stand out from the crowd.
We Are Still Looking For Influencers
ViralTracker is constantly trying to improve, making the program more user-friendly and easy to work with. That is why we need opinions from ViralTracker users as well as people who have never used it, but have needs to gain insights about online videos, trailers and commercials to create better digital content strategies.
Through this survey, we can map the things that still need to be improved. So if you have an opinion regarding ViralTracker or would like to give us your feedback please share it in this survey.
It only takes 5 to 10 minutes of your time and we are giving away a copy of Firebrands by Michael Moon and a free 3 month ViralTracker license among the respondents!
ViralTracker Trial Discount
If you are planning your social campaign with online videos, viral commercials or trailers, you might want to improve your viral marketing ROI and digital content with 300% with ViralTracker. You can see all benefits in this video demo: http://www.viraltracker.com/viraltrackerdemo
We are happy to offer you a 25% discount on your first 3, 6 or 12 month subscription.
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