Pixley Views: News and Reviews

Pixley Flix Productions

Viral Videos and Social Media

March 19, 2009

I recently gave a talk called "Demystifying Social Media" at the Santa Barbara Channels.

It was a lot of fun, and it was amazing that the two and a half hours flew by and I had barely dented the surface of what Social Media is, much less how to utilize it to promote a business or project and how to use video as a component of Social Media to successfully drive traffic to a website, create more of a dynamic online personality and generate more buzz.

I asked each of the attendees to write down anything that they wanted covered that I hadn't had a chance to cover in the talk, so that I could blog about it later.

I got a range of answers from "everything" about social media, to providing a list of specific sites that I use and like.

In the next few weeks I will attempt to address these questions, for now I will start by talking about the specific component of Social Media that I find the most fun - video. In fact, here's a video that I made of myself talking about social media and video:

We would all love to create viral videos that explode all over the internet, get millions of hits, and ultimately lead to our great success and good fortune. Realistically, most viral videos are something cute and clever that wasn’t necessarily meant to go viral. Going viral can be great for business – as in the case of the Mentos and Coke videos on youtube; Mentos sales reportedly went up nearly 20 percent after they caught on and began sponsoring “Make Your Own Mentos Geyser” competitions, but this was more of a fluke than a rule of thumb. Many videos that attempt to go viral don’t, and many videos that do go viral don’t increase sales.

The good news is that you don’t have to have a viral video to take advantage of the powerful benefits of video. If you understand you your target market is, and what they are looking for, you can create a video that fills that need. You may not get over a million hits, but you might be able to increase your sales by 20% anyway.

If you don’t know who your target market is, and you are trying to run a business or get funding for a project, then you really need to take a moment to figure that out. In fact, even if you know who your target market is in general, it might be worth asking yourself if you are looking for a specific audience within your general target market. The more specific you are, the better.

Knowing who you are looking for helps you define what social media sites are going to work the best for you. Video can be posted on virtually every social networking site now. Just uploading a video to youtube and hoping that people will look at it, isn't going to have a huge effect. Uploading a video to multiple sites, adding specific keywords that apply to your niche market and sending out links to the video through email, blogs and microblogs will get you some traffic.

Of course, if the video isn't interesting or relevant, it's still not going to help you too much no matter how much traffic you get.

So let me back up for a moment. Once you've figured out who your niche is and what they are looking for, hire a professional like me to create a video for you that will appeal to that niche. Remember, you are filling a need with this video. It could be a need for more information, a need for enlightenment, or a need for entertainment. Whatever the need is, the better the quality of the video, and the more it relates to what your target market is looking for, the more effective it will be for accomplishing your goals.

Once you know who your niche is and you have a professionally produced video that targets their needs, then you just need to put the video in places that will be easy for them to find, and they will find their way to you.

~ Taymar Pixley

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