Screw Viral Videos!

by Jim Louderback

This article first appeared in AdAge.

There, I said it: Screw Viral Videos

Why the constant focus on viral videos is no good for the industry

Jim LouderbackOnline video creators, advertisers and producers have an unhealthy fascination with viral videos, and that obsession is dragging down the entire industry. Why? Because viral videos are, at their core, no better than a fluffernutter white-bread sandwich, delivering little or no value to anyone.

Online video hasn’t been a hotbed of success so far, and while I used to blame discovery, being relegated to the podcast ghetto and the immaturity of some of our biggest practitioners, those are just symptoms. It’s the incessant focus on viral success, I now believe, that’s really keeping us down.

Let’s start with producers and show creators. Media is all about building habits. Successful producers bind an audience to their creation, building an insatiable hunger for the next installment, next episode, next post. But when you focus on viral success, you throw that focus on repeatability out the window. By its nature, viral videos are designed to surprise, titillate and entertain. They are, by nature, unique; the 27th keyboard cat or the 12th dancing baby is just plain boring. But once video producers taste the heady success of a viral hit, they keep trying to re-create lightning in a bottle. But let’s face it — we all know “David Goes to the Proctologist” isn’t going to be nearly as successful as his trip to the dentist.

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16 Tips for Successful Online Video Marketing

By Amy Porterfield

This article first appeared on Michael Stelzner’s Social Media Examiner

There’s no doubt that online video marketing is on the rise.  Numerous studies and statistics prove that video works.  In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages.  That’s a pretty impressive stat!

Online video marketing is attractive to many businesses today for numerous reasons.  Making videos and posting them online is fairly inexpensive.  Plus, online videos stay online forever.  If you spend the money to record once, your video could still be getting views a year from now.

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Why Long-Form Ads Are the Wave of the Future

by Rupal Parekh

This article first appeared in Advertising Age

NEW YORK ( — Since Lady Gaga’s nearly 10-minute video “Telephone” made its debut a few weeks back, it’s garnered 28 million views on YouTube, been watched on nearly 500,000 times and shared on Facebook and tweeted directly from the pop star’s site some 150,000 times.

The video-slash-short film is easily one of the most-popular pieces of longer-form content in recent times, boosting visibility for brands like Miracle Whip and dating site that made appearances in the video. But it’s also just one in a growing batch of examples that signal marketers’ desire to engage with consumers for longer than the standard 30 seconds.

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To watch the Lady Gaga video