Tuesday, September 01, 2009

Quick Diversion for Short Attention Spans

I'm a big fan of stop motion animation, but it can get old after awhile. I clicked "play" on this video expecting to bail out (like I usually do) after a few seconds. But the simplicity of the concept combined with the infectious sound of Choo Choo La Rouge's "Here Come the Guns" (the guitar-work has a definite Boston sound) made me watch it all the way through. I know I'm not the only one who looks at the total time on a YouTube video and makes an instant judgment based on the length. Thirty seconds to a minute? Sure, I'll watch. Over two minutes? Better be good. Over five minutes? Not watching.

Which reminds me of the trend of late where agencies throw crap up on YouTube and label it an "ad" or a "commercial" when it is really a long, self-indulgent "film" that could only air on YouTube. That's not an ad. That's a naked attempt to be "viral", which, as we all know, works best when it happens by accident. But you go on and listen to your social media consultant/guru who claims he can create a viral video for you that will be seen by millions. When you ask him how he thinks this will affect sales, listen carefully as he explains that it's not about sales, it's about "brand awareness." Everyone's going to be talking about your fake surfing video in the city river, then when they need a wetsuit or a surf-board, your name will be "top of mind."

Seen at Sullivan's blog.

More of my ill-informed opinions on viral here.

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  • I am undertaking a research on viral marketing as the final element of my master. I would really be most grateful if you would agree to help and in order to participate, you should simply click this link and take just a few minutes to answer a short questionnaire:


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    By Blogger Magnolia, at September 1, 2009 at 3:26 PM  

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