Social Video Advertising Myths Debunked

So you earned the appropriate degrees and have been working in corporate communications for umpteen years. Based on your real-world experience, you know how to advertise your products and promote your events. You have mastered the rules of the game. But, as Phil Townend said in a recent article, there’s just one problem: “Social video is fundamentally changing the rules of advertising.”

There are many doubts to this new method of marketing, but Townend debunks the top five myths:

1. Social video is just a fad.

“Advertising has changed from a 30-second slot you avoid on TV to a piece of video content which you’re willing to share with your friends online,” Townend said. Viewers have more control now than ever over what they watch (or don’t watch). There’s no going back.

2. You can’t predict the success of a social video.

The success of a video is directly related to “the strength of emotion it elicits from its viewers. The stronger the emotion, the more likely it is going to be shared.”

3. Videos that keep the brand discreet are more popular.

A study through the University of Australia found that a video’s success is based solely on the content and emotional appeal; the number of times the brand appears is irrelevant.

4. It’s good to surprise viewers, but don’t shock them.

Some of the most powerful videos include a shocking element. Townend pointed out, “public safety videos such as Embrace Life and Dear 16-Year-Old Me, are designed to shock people into wearing seat-belts or using sun cream.” And guess what? They work.

5. There’s no return on investment.

Word of mouth is the best kind of advertising. When people share your video, they are endorsing your brand, and their peers are more likely to remember it favorably.

Image courtesy of Thinkstock.