It seems that everyone wants the next viral video, who wouldn’t want millions to see your video? But if those millions don’t act on your video, then you’ll have a poor return on investment and an ineffective video. Creating that game-changing video can be immensely difficult and expensive, all with no guarantee of success. However you don’t need your video to be watched by millions to get big results. The whole purpose of video creation is to evoke a reaction in your audience whether it be brand awareness, or fundraising, etc. However in order to get your best ROI you need to be targeted with your message, which means that making your video appeal to the masses can in fact be detrimental to your ROI.
Aim for influence
Rather than having a widely-viewed, wouldn’t you prefer an effective video? An effective video is one that yields a great ROI and meets your video marketing goals. A widely-viewed video only guarantees you many views and not effectiveness. Views do not necessarily translate into more volunteers, followers, leads, donations, etc. So focusing on influence and effectiveness rather than views is to your advantage. Aim to inspire action in your audience.
Know your audience
Make sure you have a clear idea of who your audience is and that you don’t default to appealing to the masses. To be able to effectively influence your audience, you need to know who your audience is. If you appeal to the masses you may lose out on actually reaching and affecting your desired audience. The masses while they may enjoy your video most likely will not invest in it, or act on it.
Smaller audiences can yield bigger rewards
Your video does not need to be seen by millions to yield big results. Views do not equate to increased success. If you were to grow your supporters by a few hundred then those could make a huge difference to your inquiries, leads, donations, etc. To draw those members in though you will need to ensure you are targetted in your messaging to them. You don’t need to appeal to millions to see big results.
Viral videos are one in a million
You can put all the effort and money you can into creating a viral video and there is no guarantee you will succeed. Your chances of making a viral video are probably the same as you winning lottery, possible but highly unlikely. This is why it is to your benefit to dedicate your resources to creating an effective video for you desired audience; there is a much higher certainty of success and a good ROI.
Viral videos are focused on views, not on sales, or donations, or awareness, etc. So aiming for a viral video might take away from your ability to successfully achieve your video’s actual goals. Above you’ll find a video that targeted a specific audience with great results.
If you are interested in creating an effective video then contact us at mash@kartoffelfilms.com
