We are huge video consumers. That’s why brands need liquid video contents to engage with audiences. But that doesn’t mean each branded video is viral!

First of all, each highly viewed video content is not viral video. Today with organized and well planned media investment, you reach pretty good results in video scores. Especially with the introduction of Youtube ad models, favoritely pre-rolls, and cost-effective pricing, you can have a particular display with your video. That is totally OK by the way, as long as the brand & agency are aware of that, and purpose of the video content. I mean each video hasn’t necessarily to be viral anyway.

But each video has a “Virality Effect”. Brands need to decide the expected virality effect of video in the briefing session. And it is more important to observe the organic wins on top of the media scores. But what are those organic figures? Here I list the major ones;

-The views gathered apart from media coverage

-Conversations in social space about your video content and reach

-Content curations from users, like spoofs, caps, re-posts, etc.

-Any type of interaction in brand’s social media assets

Keep in mind :)