There are plenty of successful compilations on YouTube showing mankind failing and being awesome, but it was only with the Harlem Shake meme explosion that I noticed how a lot of people make money with other people’s creativity.
The HS compilations appeared about a week after the original video was uploaded. Soon, replications of the meme reached the level that even the keyword “compilation” became a meme by itself – with variations like “compilation (best videos)”, “best/funniest”, “top 10″, “ultimate” and so on…
It’s all about maths and magic: if 3 minutes is the ideal length for a video and there are plenty of 10-second videos, why not compile around 18 videos and get more views than all the originals combined?
After the meteorite fell in Russia, I started the Unimpressed Driver meme with 5 different versions and one compilation video.
After more than a month, the results clearly support my theory:
The compilation had more views than alltheothervideos in total.
In a world that is more connected than ever, it seems the famous formula to “divide and conquer” became outdated.
If I search “Cabernet Sauvignon” after Newsnight tonight, I’m probably hoping to learn more about wine. But if I search the same thing on my way to a friend Saturday afternoon, there’s a good chance I’m looking for a place near me where I can buy a nice bottle.
Which search results are relevant for me doesn’t depend on which device I’m using – with Galaxy Notes, iPad Minis and a range of Touchscreen Ultrabooks on the market, the differences between smartphones, tablets and laptops are vanishing quickly. What matters to me depends on my situation.
According to Google, YouTube is as effective as TV in building awareness for your business. *blinks*… Hard to believe, I know but in this post, I’ll try to outline the features and selling points of video for your search campaigns as well as explain how integrated YouTube videos that can be managed in Google Adwords may be the more efficient move for your client.
YouTube content and visitors are growing at a rate faster than one could possibly comprehend. With over 800 million unique users, it’s a channel opportunity hard to ignore. Using keyword, interest, demographic or topic targeting, we can basically manage TV ads on YouTube the way we would manage our paid search campaigns on Google Adwords, using the variety of various Ad formats at YouTube’s disposal. Move over TV buyers, digital and online is back with more for the media world!
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