Redefining Viral Video for Small Businesses

Last month, the top 10 viral marketing videos from 2013 were announced with Dove’s 3 minute ‘Real Beauty Sketches’ film taking the top spot:

Following on from this, The Guardian on Social Media Marketing released an article attempting to discover the secrets behind the success of popular viral videos.

And again it seems there is no easy answer. Particularly for small businesses who don’t have the resources to back up their campaign with ‘rock-solid media planning, distribution and public relations strategy,’ as columnist Jessica Twentyman herself admits.

Instead, Twentyman suggests that smaller businesses limited by budget should ‘define “Viral” on their own terms’ and focus on creating captivating content that engages their audience.

Microcontent is given plenty of mention as a way of evening out the playing field – using thriftier budgets and a smaller company’s ability to be responsive as key to engagement.

Planning a communications strategy around important dates in the calendar is important – sending a company Christmas e card, for example, can be extremely valuable. And offering ‘real-time content’ in response to developments within your business or the outside world can be really effective too. Not to mention user-generated content, where advocates of your brand create a compelling message on behalf of your company through photo and video sharing.

The article concludes with a hopeful message to SMEs looking to make waves on a shoestring budget:

“The simple rule is this: no brand should be intimidated by the megabucks budgets and sky-high production values of big-brand viral campaigns. There is still huge value to be gained from more modest attempts to engage with online audiences, as long as they’re timely, relevant and compelling.”

Corporate Ecards provide a unique and method of engagement through internal and external marketing. Browse our varied selection of custom business e-cards which include Company Birthday E card or to get in touch about creating a bespoke card through our contact form or call +44 (0) 208 977 1122.