Visual Measures, among others, reports on their blog that the Susan Boyle video has reached over 100 million views on YouTube in just a few days. Amazing huh?
A few thoughts:
1. First, it’s a great story. It’s that simple. I’m cynical enough that I have to at least allow for it not to be exactly the way it seems, but it passes my sniff test.
2. It wasn’t designed as a viral video, it even appears that there weren’t many dollars involved for anyone. And the clip featured was longer than I’d suggest, it was 7 minutes long! If a client had asked me, I’d have told ’em “way too long, no one’s going to watch a 7 minute video.” Good story trumps good advice.
3. People promoted it, forwarded it and talked about it because it was interesting not because they felt obligated to or because a friend asked them to. There’s a lot of talk out there about online video being a killer strategy. I agree, but it is easier to shoot video, than it is to create something viral.
If you want to cash in on the online video action, tell a great story. Simple as that.
The good news is that you have a great story if you’re a ministry or organization doing good work. The trick is to tell that story. It will probably take practice and trial and error. But you have to try.
Oneicity is even putting our toes in the water with online video… but gingerly.
Here’s my question, if you watched the Susan Boyle video, where did you hear about it and did you let anyone else know?
I’ll start the ball rolling, Hoots forwarded it to me, “saying, you’re going to love this” and I blogged on it last Monday. I haven’t forwarded otherwise.
And you??
Steve Thomas
Partner, Oneicity
