I just read Advertising Age’s feature on the Top 10 viral ads of all time. Several takeaways for me here:
- It’s hard to imagine that viral videos came on just a little over five years ago! It seems like a lifetime in internet-time! Back then, YouTube was all about home videos featuring pet tricks, backyard stunts, children videos and such. Today, you see participation by huge brands launching entire campaigns on what is today a very viable advertising channel/medium.
- Good viral videos are those that entertain! Which makes sense – if you consider the demographics and psychographics of internet (and especially YouTube) audiences. Besides that, with digital and social media now – the ability to “pass it on” has increased exponentially. So, if it’s entertaining, it will spread.
- To be entertaining – you don’t necessarily need to be a big brand with deep pockets or hire a hotshot creative agency. You need great content that entertains… easier said than done (even for big brands with deep pockets or hotshot creative agencies!). Case in point:
The No. 1 video advertiser of all time is Blendtec, whose “Will It Blend” series has been around in the same form for four years, accumulating 134.2 million views. The key? The brand found what works and stuck with it. Each of the more than 120 original clips has the same kitschy music, the same tagline, variations on the same stunt and the same host, Blendtec CEO Tom Dickson.
View the top 10 videos here.