The thought of viral network advertising is worthy of the webmaster's reference

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Spend the least amount of money to achieve the greatest publicity effect, is the common goal of all enterprises and advertising companies.

"Viral" online advertising video is such a way of publicity. The so-called "viral" network advertising is a kind of advertising that does not need artificial promotion will be spread, for example, a few years ago, Baidu's series of small ads, "China Mobile ironic Chinese Unicom," the spoof video, their dissemination is based on the spontaneous transmission of the Internet, and did not spend money on the major sites to buy ads. Because there is no need to spend money to buy ads, so now the enterprise is very happy to use this way to do product promotion or publicity, especially like the use of "spoof movie" Way (that is, a variety of film clips splicing together, re dubbing), "spoof movie" Production cost is very low, and the effect seems to be good. These two years often have companies come to me to do this kind of thing.

But I now want to advise those who want to continue to do "viral" network advertising business, do not waste money on this. Have you noticed that in addition to a few years ago, Baidu's series of small ads, as well as "China Mobile ironic Chinese Unicom" spoof video, there has been no successful "viral" network advertising cases? Now the "viral" network advertising in endlessly, but did not achieve the goal of autonomous communication, netizens do not want to see, More reluctant to pass.

In order to deceive business owners, or to build momentum, the advertising company (or video production company) had to spend money on traditional media advertising software, for their spoof video publicity, so as to attract a few people to see the video. Worse is the advertising company (or video production company) in order to deceive business owners, video clicks and user comments on the false, there was no one to see the video has millions of, tens of millions of clicks, there are many "netizens" praise. Coupled with the newspaper of those soft text, so that business owners mistakenly think propaganda activities have been successful, but did not expect them from the beginning to do a sucker. Of course, all this stems from the company's network status and network culture of the understanding, resulting in erroneous judgments.

Now the internet has been with Baidu ads, China Mobile spoof video appeared at that time completely different. Baidu ads and China Mobile spoof video appeared in 2005 ago, when the network or text picture era, almost no video, occasional one or two video, as long as the content of fun, spread out at once. This kind of video can be spread, in addition to its own good-looking, the lack of online video is also an important reason. 2006 network video began to rise, China suddenly appeared in hundreds of video sites, coupled with the wanton misuse of films, TV dramas, network video exploded in an explosion-type growth, the content is very rich. In this case, one or two of self-portraits or spoof video programs are more difficult to stand out from, and generally attractive enough to be particularly attractive (such as videos like CGX). This is why there are so many videos, but not a few that can be spread widely. This is the same as the traditional culture communication industry, whether newspapers or magazines, whether television, film or music, although overall sales, viewing rate has been increasing, but their respective sales, viewing rate is all a sharp decline, because of the newspaper, magazine, more and more TV channels, More and more movies, music songs, albums more and more. A movie with 100 million viewers, a TV show that led to booming, a spoof video that sparked a network of big discussions has ended forever.

China's internet is different from foreign countries, has its own particularity, this particularity led to "viral" network advertising in China's ineffective. Foreign netizens have never been able to watch movies and TV dramas online. As a result of the improvement of the legal system, no website will put movies, TV dramas and TV programs to the netizens to see, foreign netizens on YouTube such sites can only see the netizen and the producers are willing to broadcast free video, there is no film, TV series such a big production things.

And China is very different, Internet users can easily watch all kinds of movies, TV dramas, TV programs, rich and colorful, even if a day to spend a few hours I am afraid to see the United States and a large number of American, Japanese and Korean TV dramas, who would like to spend time to see other things? In movies, TV dramas, When TV programs flooded the internet, how much space could there be for those netizens to take self-portraits and make small things?

Finally, the current "viral" online advertising of low quality and boring, and ultimately lead to what no one is looking at the more people want to see. Or Baidu ads and China Mobile spoof as an example, the two video itself high quality, and interesting, this is the first factor they can spread. Baidu Advertising is entirely in accordance with the mode of television advertising photography, high cost is the fundamental condition of high quality (certainly not the only condition).

By contrast, today's companies or advertising companies do online marketing, are not willing to spend money, all the way to save money, do not want to invest how can there be high returns? and "China Mobile spoof" of the video, the entire article is the use of irony, just and "spoof" the advantages of combining. You know, the reason why the joke is good, is irony, not ironic spoof must not good-looking. And now online spoof videos for product promotion Most of them are not satirical ingredients, in order to cover up their own boredom, they mostly disguised as "netizens spoof" video (compared with Baidu ads and China Mobile spoof video is in the beginning to tell the audience that I was advertising), in the front for a few minutes has been in the East pull west, The last half minute is still holding the pipa half cover strip to the product that wants to advertise, but because the purpose of positive publicity products can never be discarded, so the front of the funny are unnatural and deliberate, such a spoof, even if all the use of local dialect, even if the inclusion of a large number of vulgar language, even if the last moment to be promoted products, nor is it inferior to " China Mobile's "use of standard Mandarin and civilized language", the first straight into the theme of the satirical video.

So I think, "viral" online advertising has no effect. Of course, the newspaper ads in the soft text and fraud created by the click-Through and "netizen" comments may make a part of the people also mistakenly think that "viral" network advertising is a cheap way of publicity, but this is wishful thinking.

If you are a business owner, I suggest:

1, the film to clip the dubbing of the spoof video, although the cost is very low, but the advertising effect is also very low (again, do not believe that "click rate" this thing). And this great use of local dialect and vulgar language of the spoof will make your product image greatly reduced.

2, take seriously really filming the production of video, although the cost is high, but has a certain advertising effect.

3, do not think it is a good idea to hide the advertising intent or "spoof some hot topics and finally bring them to the product". In fact, Chinese and foreign successful "viral" network advertising cases, are open to tell the audience "I am advertising", and those who conceal hide and even "friends spoof" or "I am not advertising I am just a funny video" to deceive the audience, but not successful, even if you let the producers free play five minutes, The last half minutes to promote the product, because the producers are very difficult to open their hands and feet free play, resulting in empty content, the audience can not see half of the closed, your final product publicity will be ineffective.

4, direct spending on popular online video programs or video sites to buy ads to play 15 seconds or 30 seconds of regular advertising, the audience will be more than you create a "viral" online advertising video and let it free to spread the number of viewers a lot more. Therefore, the proposal or honest purchase ads, do not fantasize about your advertising video will be the Internet users to spread their own.

5, if your company does not have advertising department, but direct the business to other advertising companies or marketing companies to do, it is necessary to note that they have the following methods to deceive you:

A, spend money on the newspaper and make your video an illusion of attention.

b, to create a high click-through or machine-click Method, or even with the video site directly modify the number of people to create more than the illusion of the audience.

C, hire people to post, comment, create a false impression of netizens ' attention and praise.