Knowing Your Viral Potential Is Key to Marketing Success, Reveals

Videos More Marketable Than Static Images Suggests

It’s been over 90 years since Fred Barnard of Printers Ink said, “A picture is worth a thousand words”. Barnard would probably be blown away by the power of video and its ability to deliver a message. Several research projects report that video has a 135% greater reach than a static image. And, according to Unruly, videos increase purchase intent by 97% and brand association by 139%. Priscilla Kennedy, founder of, a video production company, says that now is the time to experiment and embrace video within a business environment.

Also Read: Tremor Video DSP Expands Marketing Team

Priscilla Kennedy

Going ‘viral’ is video nirvana. Everyone is looking to stand out, be noticed, seen and heard. “Video content has tripled over the past three years. In a rapidly growing digital environment, a video has the potential to cut through the noise and initiate conversations. 2018 is the time take your audience on a viral test run. But be aware that although true variability can be hard to achieve for a business, you can still aim to go viral within your audience even if not across the whole internet,” said Kennedy.

She says that your content should tap into the audiences’ hopes, fears and even their sense of fun to successfully deliver the message: “A video that gets shared and seen a lot within your target audience is worth gold. What we’ve noticed are really engaging videos that get shared with a target company. They can spread like a proverbial ‘wildfire’ across the organization and even though its extended network of customers and service providers, using internal chat apps and email, and suddenly your organization is widely supported,” added Kennedy.

Kennedy says this approach ties into a popular trend of Account-based Marketing. In today’s potentially skeptical world where consumers no longer impartially trust brands, and decision-makers are over-marketed to, video enables organizations to build emotional connections.

Recommended Read: 8 Proven Strategies to Make Video Marketing Successful for Your Small Business

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