In our time, in which social media are our bread and butter, a very common dream among communication and marketing professionals is virality, a term that defines content that spreads quickly and vastly thanks to users’ spontaneous sharing. For those who aim to promote a product or a service, it can sound like a godsend. There is a but though – in fact, there are three. And they’re all quite important.
The first one is the fact that only a tiny fraction of online material is actually seen by a large number of people. Just to mention one statistic, on YouTube 1% of content generates more than 99% of total traffic. This means that 99% of the content tends to have a very limited reach (to deepen the topic, see the Long Tail theory). Therefore, if your goal is virality, be ready for a very tough game.
The second but is related to the type of content that tends to go viral: viral videos are often amateurish clips that are not conceived for business purposes. Just think of the most viral videos you know: they’re probably about funny kids, cute kittens, or “epic fails” – and not commercial films. In short, creating branded content that goes viral is very difficult, even more challenging if you focus on B2B marketing.
The third and last but might surprise you: virality is not always good, per se. Views are not everything, and they serve little purpose if they can’t drive action. To have a high reach is crucial in many cases to successfully market products or services. Think of a musician, for instance: their success strongly depends on the capacity to build a large fanbase. But, even in this case, going viral might not be enough. Take PSY and his Gangnam Style – YouTube’s most viewed video ever (over 3 billion views, as of now!). Still, he didn’t sell many records or concert tickets, and he didn’t avoid being booed on several occasions during his performances. This reasoning is even more valid with organizations and companies that have goals beyond pure visibility. The fact that the content is actually seen is of course crucial, but it’s just the first step. What really matters is what come next – in other words, the capacity of the content to drive conversion. From a strategic perspective, what is the point of creating a viral video if it doesn’t evoke an action from your targeted audience?
The bottom line is: maximize conversions, not reach, if you want to achieve your business goals. So here are two of the most powerful weapons you can use: personalization, often confused as the antithesis of virality, and interactivity, to facilitate an immediate action by the target audience. To personalize means to create content for the smallest audience of all – a single individual – so as to maximize a message’s relevancy. The exact opposite of spreading out a message like if it was a virus.
But we’ll tell you more: you don’t really have to choose between conversions and reach. Why shouldn’t you aim at both, by creating personalized content, that is also scalable to high-volume audiences?
That’s precisely the reason why we created our Pvideo, interactive and animated videos that are completely customizable. With Pvideo, you can create a video template that you can adapt to infinite versions, tailored to each of your clients. With our platform, a company can easily create videos that speak directly to specific viewers, not just by calling them by name, but also effectively presenting relevant, response-generating content, without frills. Through personalization and interactivity, videos reach their highest potential not just in terms of engagement, but also in conversions and ROI.
Do you want to see some data to back this up? Our Pvideo guarantees a 20% click-through, with an impressive 78% of users watching the video until the end. Numbers that are light years away from response with traditional communications. Are you ready for the Pvideo revolution?
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