They are a relatively unknown Canadian band with one hit in their home country under their belt. Yet today, Hollerado’s video for “Americanarama” has almost a half-million views on YouTube in it’s first week on-line. Reasonably impressive. The video brings up memories of the creative stuff that the band OK Go has done, building a name for themselves and a strong career without taking the traditional paths of radio stations and music TV networks, where hits have traditionally been made.
Videos like this have inspired marketers who are desperate to tap into the power of social media and create their own viral videos to promote their brand. Proctor and Gamble did so brilliantly with their Pantene brand ”You can shine” short-form video about overcoming adversity.
Why do some viral videos take off, and others bust? Proctor and Gamble, OK Go, and Hollerado have done something very simple. They’ve entertained us. They don’t try to sell us anything. They tell stories, make us laugh or cry, and inspire emotions. The marketing message is not overt. In the Pantene video, there is no product placement or logo placement.
If you want your video to go viral, forget about marketing. Become a storyteller. Become an entertainer. Connect with people on an emotional level, and let that connection be your sales pitch.
Star Wars fans might enjoy this “dark side” perspective on viral marketing.
