At Touchstorm we spend a lot of time analyzing videos (and making, and editing, and developing strategy around…) and there’s a lot of knowledge here about how to turn a great video into a successful marketing campaign that builds audience. This is what Tube Tuesdays are about.
Every Tuesday, we’ll pick apart some of the most popular videos of the week and break down what’s working and how to better turn that smash into a sales tool. It’s not just about views and shares, it’s about the brand’s ability to build an audience around the video, a dedicated fan base that says “I want to see more. Share with me. Even subtly market to me. I’m in!”
Audience makes the difference on YouTube and we’ll show you how to build one. So let’s start with THE video of the past week. In the past seven days, viral video “First Kiss” has been shared 1.3 million times, amassing more than 60 million views. The concept and its authenticity are perfection, and such is the viral formula.
The problem is you never know what will become viral, so it’s critical that you have the pieces in place surrounding it when it does!
But we can’t just sit back and admire a great concept. We have to make everything better. Here’s how Wren (did you know that’s the brand behind it?) can turn their smash into a brand success.
1. Brand visibility
Part of the mystique comes from the lack of brand visibility, using more of a product placement than promotion strategy. However, there’s always room for brand visibility if done well. Filmmaker Tatia Pilieva wins as the YouTuber responsible for the piece, but Wren misses by including just a link to their site below the “Show More.” A description of Wren, more prominent link and, most importantly, their own YouTube channel is how they connect with their new audience and keep the relationships growing for the brand.
2. One-off vs. campaign
The video creates tension and suspense, but how is the brand using that to deliver to an audience anxious for more? An effective pre-buzz strategy might have included pulling each couple apart and teasing one kiss at time, rolled out over time. Or perhaps we’re in for a series of follow-ups that build a story about the piece, go behind the scenes, or develop the characters further. This piece presents a “what’s next” emotion, and hopefully Wren will capitalize.
3. Audience engagement
There is no brand engagement with the audience through comments, yet a lot of interest for more. Wren and Pllieva should be engaging with their new fans by revealing more about the film, the concept, the actors, the clothing and inviting a relationship with the brand.
4. YouTube as the platform
Don’t just invite your audience to your site to view your products, bring your products and content to YouTube. Millions of new customers are receptive to more from Wren and Pilieva. Bring it to them, engage with them and subtly market to them where they want to be, not where you want them to go. The video and newsletter sign-up on the Wren site is the right strategy, but more should be done where the audience lives.
5. Subscribers, not views and site hits
A successful strategy starts with views and shares, but doesn’t end unless you’re developing an audience. First Kiss brought 67k subscribers (and counting) to Tatia Pilieva, so she’s converting well, but let’s hope Wren saw as many subscribers to their newsletter, as that's where they placed their marketing bets.