I just finished reading Beyond Viral. It served as my travel companion this week as I flew back and forth across the United States. The book was written by video guru, Kevin Nalty. Some of you might know Kevin as simply Nalts. His online persona if you will. Others are probably familiar with the viral videos that Kevin has produced or consulted. His videos have been as viral as any. But hold that thought.
Much of the book is devoted to ways of using video to execute a brand strategy. As a brand strategy consultant of course I am going to like that. But I also resonated with what Kevin writes in regards to marketing plans. He suggests plans that do not include video are missing the boat. I agree. Kevin goes on to say that those marketing plans that are limited to viral video are missing the boat too. I agree.
Like other social media, I those people and those organizations who are new to video channels think that they somehow have to shock people or develop some goofy message in hopes of going viral. Once people and brands understand the sustainable value of social media, including video, and how those are effective tools for delivering on-brand experiences, then the zaniness subsides.
If your brand stands for silliness and your brand essence is about doing wacky things, then knock yourself out with viral strategies. Most brands do not, so stay with using video as was to communicate your core values and your mission to those stakeholders that you want to connect with online. YouTube is a great place to recruit and retain your brand champions in the 21st century. But, go beyond viral.
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