The virus video here refers to the video with the purpose of invisible advertising, which is usually used for the dissemination and promotion of brand products.Since entering the Internet marketing industry in 2008, I have seen hundreds of virus videos, some of which are shocking and some of which are very ordinary.As I became more and more knowledgeable, I felt that my taste had become more sophisticated, and I often looked down upon the works of some well-known agents.I think this is also the common state of Internet users. The more they contact with advertisements, the stronger their ability to identify advertisements and the stronger their rejection of low-quality advertisements.The threshold of creativity is getting higher and higher, and the compatriots are making efforts to do online marketing.
In this paper, some video cases are used to summarize and summarize the creation methods of virus videos.
1. Utilize existing popular elements(movies, characters, events, etc.), modify or re create, and implant promotional information in them.Sometimes the promotion information is obvious, which can be seen at a glance.They are either obscure and often need to be disclosed through the comments below the video, or through promoters in other channels.
Chen Gray's Tang Bohu series is a representative work of this kind, which is said to have won the Effie Award that year.Most videos will use this method. On the one hand, it is easy for customers who are used to watching traditional advertisements to pay the bill. On the other hand, some of the existing hot spots are also easy for netizens to understand.It can be said that four liang is worth a thousand yuan.But at present, the effect of this kind of video is also increasingly unable to let knowledgeable netizens interact.There are too many such examples, such as Xu Du Bar, the Fuehrer's anger, Japan and animation, etc.
2. Microfilm.Thanks to microblog, the word "micro" has become a hot topic in the past two years, such as micro innovation, micro interview, micro live broadcast, and of course, micro film.How hot is it? Look at its Baidu index, and you will have an intuitive understanding.
As the name implies, micro films are small films.The word "small movie" was once more popular than micro movie, and Baidu index was close to 16000.Why is it so fierce?Because the small movie has the meaning of yellow video in the understanding of most netizens.So far, this word is a sensitive word in many forums.Micro films are different. From birth, they represent positive colors such as creativity, small budget and great influence.So he became popular. So many domestic video practitioners found new directions, and so many marketing companies found new ways to make money.As a classmate of mine who has been engaged in "positioning" for several years, I talked about micro films with him as if he were familiar with them.Cadillac stole the title of the first micro film in China, but similar methods have long existed.
Compared with the first method, micro film costs a lot and it is hard to think of the effect.Why do you say that?Director Feng was scolded for taking too many advertisements for a New Year movie.What's more, these micro films only take a few minutes?There are not many good movies in China. How can you expect these people to play micro movies?Most of the climax is often the agency company and the customer's own YY out.Of course, there are some good ones.
3. Technological innovation.The main characteristics of such videos are novel visual effects or superior interaction, or special effects produced by shooting and editing, or by advertising cooperation with video websites.The former is like "Unleash Your Fingers" of Samsung mobile phone, and the latter is like "Bruce Lee vs Zombie", which is very popular on Youku recently.
This kind of video is easier to attract people's attention than the first two ways of winning by content.After all, we have listened to stories since childhood, and interactive technology has only appeared a few years ago.Of course, it must cost a lot.
4. Photographers.Most virus videos use this form to transmit information through videos taken by netizens.This is also one of the directions I am optimistic about virus video.There are numerous videos of this kind, with low cost and few creative restrictions, so there are many brilliant videos.For example, the most popular female driver in 2008, and the popular "Someone in Japan tried the new way of eating M, which is said to be super delicious!"
Look at the netizen interaction at the bottom of the video. What do you think of the marketing compatriots in China who open their mouths and shut their mouths and put Viral Video on their lips?
Here, we should despise the People's Daily Online again. This website, which has many rogue actions in its operation, makes a virus video and also plays rogue.For details, please refer to 2 of 2345, Whiteness of People. com.Steal the videos of other photographers for commercial purposes.
