Friday, July 18, 2008
The Importance (and Unimportance) of Online Video
There's a perception that reaching people online translates into a quantifiable offline response.
Right now, that's just a perception and not a reality. Creating a strong online community doesn't necessarily translate into sales as the folks who marketed the movie Snakes on a Plane found out. But that doesn't mean you can ignore what happens online. It just means we're not quite finished putting all the pieces of the puzzle together.
For instance, Democratic presidential candidate Barack Obama completely dominated the world of online video in terms of content produced, vides and messaging; however, that didn't necessarily translate into an overwhelming victory at the polls.
Now you could easily argue that his messaging was a big part of the reason he could generate so much continued interest -- particularly when his campaign was lagging at the beginning. And that may be true.
What researchers at the Pew Internet & American Life Project have found is that most people used political websites not for the viral videos produced by campaigns, but to watch -- and find out -- where there candidates stand on issues.
Does that translate to other sectors? I don't know, but my guess is that it does. We use the Web as an information collection source.
In other words, a smart marketing person will tell you they won't make viral video for your product because we're finding that while people enjoy the entertainment factor, what they are really looking for is a smart, informative answer to some question they have.
By Brad at 09:58 AM | Comments (2)