VIRAL VIDEO – TOUCHING CUSTOMERS' EMOTIONS
Viral video is an increasingly popular and widely developed form of advertising for all different fields. It is not difficult to find a viral film with a unique and creative script that has all the elements that create its viral power. Therefore, marketing businesses are gradually orienting their trend towards this type of video production.
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WHY VIRAL VIDEO IS A TREND?
What creates the trend is the taste of viewers. Viewers increasingly demand better and more attractive content, not just traditional TVC advertisements. They gradually lose sympathy for advertising when they are followed everywhere by advertisements (especially when the advertisement is not aimed at the demand for use)
With Viral Video, the first thing to do is to focus on building the script. The script of a viral film is often quite long to match the duration of the film and build a coherent plot. It is still similar to the way of making TVCs as advertisements, but the products are integrated more subtly and make viewers strangely attracted until the end.
The biggest innovation is the Parody-style music for products that want to be expressed in a humorous style. Targeting a large number of young people using social networks, a song will be easier to enter people’s hearts and be remembered longer due to its influence.
Simply put, you will remember songs with simple lyrics associated with everyday content whether you watch the video or not. We only need to listen to easy-to-remember lyrics once and the melody will automatically repeat itself in the brain in the nearest time. The success of a viral campaign cannot be denied by the effort of composing music.
BENEFITS OF MAKING VIRAL VIDEOS IN MARKETING
Optimizing cost savings for business marketing
There is not only one aspect to compare these forms, but in terms of the initial cost spent on the same quality line, TVC is more profitable. However, in the long run, the cost spent on making viral videos will be worth the business’s attention. With the same content, between a short TVC and a video with a clear plot, viewers will remember the video with a plot more.
So the cost at this time is not only calculated during the time of the marketing campaign but also considered the time after the end. If calculated like that, businesses making viral videos will have more benefits.
Enhance brand influence
Brand recognition is the most important thing after making a video advertising a product or service. Because the product is created as a viral video, the influence on the community is high, leading to the influence of the brand being much higher than the initial starting point.
The brand value of the product is affirmed, creating a habit of consuming that product or service among the people. At that time, the economic value is brought back into the business’s revenue.
BASIC PROCESS WHEN MAKING VIRAL FILM AT 360i Agency
At 360i Agency, we apply a close, scientific implementation and cooperation process to ensure project success.
Step
1
LEARN PRODUCT/SERVICE INFORMATION FROM CUSTOMERS
The sales department will be the bridge connecting customers with the company. You will call or meet customers directly to confirm information to understand the goals and requirements of the customers. Because this is the “key” to open the cooperation between the two parties, and at the same time is the basis for coming up with ideas for video content.
Step
2
PRELIMINARY SCRIPT IDEA
After receiving the information, the creative people will come up with a few ideas, an overall scenario including messages that will be conveyed fully and accurately while still ensuring quality. In addition, a list of questions will be made to survey the customer’s approach, from which the most suitable detailed scenario will be created.
Step
3
USE POWERPOINT TO SHOW SCENES OF THE SCRIPT
When choosing the more outstanding ideas, the content department will present through images and slides to help customers have the most objective view and better understand how to express Viral Videos. From there, customers will have opinions, contributions, modifications and the creator will edit to match the expectations set by the customer.
Step
4
MEET CUSTOMERS IN PERSON TO PRESENT IDEAS
This is the stage of convincing customers through communication skills. The presenter will present specific details, novelty, uniqueness, and accompanying factors…
Step
5
BUILD FINAL SCRIPT AND DRAW STORYBOARD BEFORE PRODUCTION
Storyboard is created based on consensus between both parties. This is the way to detail the scenes that need to be done: what kind of setting, what kind of images, dialogue for the actors…
Step
6
PRELIMINARY STAGE
– In charge of the studio:
Finding a beautiful, unique, and strange filming location is not enough, it also has to be suitable for the idea. The person who surveys the location must be diligent, have an aesthetic eye, and be flexible in each specific scene.
– Casting actors:
Casting is the process of finding and selecting the most suitable actors for the Viral advertising film. It must be carefully considered before entering this stage, because this can be considered the soul of the video and it determines the success or failure of that campaign.
– Some other tasks: Preparing the old direction, costumes, makeup, etc.
Costume, makeup, etc. are factors that cannot be missed to bring out the character’s soul as well as the brand message that wants to convey.
After agreeing and completing the above factors, the team begins production.
Step
7
PRODUCTION STAGE
This is the process of filming and creating the product. Whether or not the “script on paper” can be turned into an “impressive film” depends a lot on this stage. In addition to the director, cameraman, actors… the script supervisor, image and sound editor will play an important role in controlling the quality of the footage.
Step
8
POST PRODUCTION
After receiving the materials from the production department, the technical department will start editing 2D, 3D animation, effects are some of the techniques applied to design graphics as well as make an impression for the advertisement. Depending on the goals and requirements that the customer is aiming for, the technicians will have “steps” suitable for those criteria.
Step
9
SEND TO CUSTOMER FOR APPROVAL
Post-production is complete, the customer will receive the tape before printing. If the customer makes any edits, there will be changes. The final tape will be printed if the customer agrees.
Step
10
EXPORT FINAL FILE AND PAYMENT
After editing in step 9, we export the final file to the customer. The customer will proceed to pay according to the contract signed between the two parties.
Typical projects 360i Agency has implemented
Customers talk about 360i Agency
Mr. Nguyen Quan
Thank you 360i Agency for doing great projects for us. Surely with the quality of service and products of 360i Agency, you will go further. Will come back to use the services of 360i Agency.
Mrs. Mai Anh
We are very satisfied with the brand identity designed by 360i Agency. I am especially impressed by your professionalism, enthusiasm and friendliness. Wish 360i Agency to grow stronger and always be a companion of brands!
Mr. Tran Hoang
360i Agency staff work very professionally. I am very satisfied with the logo you have designed. I will continue to work with 360i Agency in the next projects to develop my brand.
Mr. Đo Nam
I am very satisfied with the professional and enthusiastic working style of the staff of 360i Agency. In particular, we would like to thank the design team for their efforts in creating a Logo product that is both valuable in form and meaning. Wishing 360i Agency further development.
Mrs. Amy Tran
I feel lucky to be a customer of 360i Agency. I myself find myself quite picky, especially with media publications or my company's brand identity, but when working with the solutions proposed by 360i Agency, I was very surprised with the ability to capture ideas and convey messages with high aesthetics in design and creativity.
Frequently Asked Questions
Viral is like another way of writing Virus in the advertising media. It represents the influence and rapid spread in a certain period of time. A video can become a viral video in the integrated world of developed social networks is the number of viewers that breaks through and attracts attention many times higher than other videos.
Viral videos only need to have content that touches the aspects that viewers are interested in at that time or content that is always noticed such as hard trends (father-child relationships, mother-child love, …) to increase the content’s bias.
What creates the trend is the taste of viewers. Viewers increasingly demand better and more attractive content, not just traditional TVC advertisements. They gradually lose sympathy for advertising when they are followed everywhere by advertisements (especially when the advertisement is not aimed at the demand for use)
With Viral Video, the first thing to do is to focus on building the script. The script of a viral film is often quite long to match the duration of the film and build a coherent plot. It is still similar to the way of making TVCs as advertisements, but the products are integrated more subtly and make viewers strangely attracted until the end.
The biggest innovation is the Parody-style music for products that want to be expressed in a humorous style. Targeting a large number of young people using social networks, a song will be easier to enter people’s hearts and be remembered longer due to its influence.
Simply put, you will remember songs with simple lyrics associated with everyday content whether you watch the video or not. We only need to listen to easy-to-remember lyrics once and the melody will automatically repeat itself in the brain in the nearest time. The success of a viral campaign cannot be denied by the effort of composing music.
Optimizing cost savings for business marketing
The aspect to compare these types of forms is not only one, but in terms of the initial cost spent on the same quality line, TVC is more profitable. However, in the long run, the cost spent on making viral videos will be worth the business’s attention. With the same content, between a short TVC and a video with a clear plot, viewers will remember the video with a plot more.
So the cost at this time is not only calculated during the time of the marketing campaign but also considered the time after it ends. If calculated like that, businesses making viral videos will have more benefits.
Enhancing brand influence
Brand recognition is the most important thing after making a video advertising a product or service. Because the product is a viral video, the influence on the community is high, leading to the influence of the brand also being much higher than the initial starting point.
The brand value of a product is affirmed to create a habit of consuming that product or service of the people. At that time, the economic value is brought back in the revenue of the enterprise.
To maximize the effectiveness of Viral Video, businesses need to pay attention to the following trends:
Livestream Video
The Livestream trend is very popular on social networking platforms with many users, especially Facebook and Youtube. This form of viral video has the ability to reach a huge audience and can interact directly with customers. However, when using this method, careful preparation is required because mistakes during live broadcast are very likely to occur.
Videos with celebrity participation
Collaborating with celebrities appearing in promotional videos is like hitting two birds with one stone. Viewers can both support your idol and have a reason to trust and use the business’s products. In particular, when celebrities review your products, their opinions influence an average of 70% of consumers.
However, many celebrities have quite expensive “salaries”, so not all businesses can take advantage of this trend.
Story-based videos
Most viewers will feel bored if they watch an advertising video without a plot, content, or clear message. In the current period, advertising needs to make a special impression for customers to decide to use your product. Usually, businesses choose to build viral videos in the form of short films, incorporating messages related to the business’s products.
Video content needs to catch trends well, stimulate emotions and evoke empathy from viewers. When viewers are impressed with the video, they will also be impressed with the business, thereby having the ability to introduce the product to many consumers and increase the brand value of the business.
Vertical video
The number of smartphone users is increasing rapidly every year. According to statistics, up to 78.4% of people watch videos on social networking sites such as Facebook, Youtube… via their phones. Of these, 94% of users have the habit of holding their phones vertically.
The above numbers are enough to convince businesses to create vertical advertising videos to reach customers.
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