Have you ever been scrolling through your social media feeds and see a product you instantly fall in love with and want to test? But the next time you’re at the store to look for it, it’s nowhere to be found. It sold out because everyone else also saw that video.
That’s the power of viral videos, social media influencers, and content creation. Modern influencer marketing has rapidly changed the way brands sell in ways that traditional marketing hasn’t seen before–with many thanks to the Internet. Use of what we now call “influencing” has been a strategy for almost as long as people have been selling goods. But before young twenty-somethings started selling yoga shorts or Stanley tumblers on social media, the traditional route to building hype or awareness around a brand was media placement.
The value, however, of a viral video versus traditional media placement depends on various factors, including the brand’s goals, target audience, message, and budget. And to really hit that sweet spot, the perfect formula is needed. Whether you’re looking to have a viral moment or you prefer the old-school way, here’s a breakdown of the pros and cons of each:
How a Viral Video Benefits Brands
At the bare minimum, a viral video could cost you nothing. I won’t pretend to have some deep understanding of the TikTok algorithm, but some people take years to build a following (becoming influencers) and videos can easily go viral from there. In some cases the average-Joe hits the right notes and boom, overnight sensation.
But, even if you’re partnering with an established content creator, or influencer, or you’re allocating resources to planning, shooting and otherwise creating videos in the hopes of one going viral, it’s not going to cost you the same as landing a full commercial. And yet, a viral video can have millions of views.
Your audience online is unlimited. Viral videos have the potential to capture your target audience and beyond, while generating high levels of engagement due to their shareable nature. Not to mention, the number of ways you can engage with videos online: liking, saving, pinning, sharing, commenting, and even messaging them to your friends. A viral video can drive subscribers and followers, it can drive online traffic and pageviews, or simply generate more brand awareness than ever before.
And, when done well, a viral video can resonate with your audience on a personal level, strengthening their connection with your brand, as well as generate views and engagement for a long time. Viral videos aren’t always overnight sensations, but they are something that can provide ongoing brand exposure.
If you’re looking for exact numbers, TikTok pays around 0.02 to 0.04 cents per 1,000 views. If 1 million views is the bar you’re setting, that’s $20 to $40 just from the creators fund. It goes up from there, 10 million views is $200-400, and so on, and so forth. What isn’t quantifiable is what those views are worth to your brand outside of the money you’d earn on the platform.
The Downsides of Going Viral
Not that I want to go all “mo’ money, mo’ problems” on you, but there is an unpredictability about going viral that comes with risks of negative attention. First of all, with they way social media algorithms are set up now, you really can’t guarantee views. Even if you partner with an influencer who has one million followers, they cannot promise you one million views. Algorithms are finicky at best, and can shadowban a creator in an instant. But, those instances are less likely than negative attention.
Even the best planned content can fail. Viral videos can attract an unlimited amount of positive attention, but that also means that they can attract an unlimited amount of negative attention as well. Whether it’s a viral video that is centered on a negative narrative regarding your brand, or the message is positive and the response is negative. Either way, there’s a risk of backlash if the content is perceived poorly.
Why Traditional Media Placements Have Remained So Successful
Traditional media placements allow brands to target specific audiences, and reach them through established channels, such as TV, radio, or publications. These avenues have often provided concrete metrics to measure the effectiveness of a campaign, while simultaneously giving brands more control over the messaging and placement of their message in traditional media. This allows brands to have a carefully curated brand image, with less variability.
In the past, traditional media placements have also been considered more reputable. Being featured in media outlets can enhance a brand’s credibility and trustworthiness among consumers, but as public trust in journalism falters, that credibility boost isn’t as guaranteed as it once was.
What isn’t working about traditional media placements
Traditional media placements can be expensive, whether you’re paying for a PR campaign to be completed by an agency, or you’re paying for a prime-time slot or high-profile publication. Similar to video, it could be free, if you have the time and the right media connections. But, if you’re outsourcing, and you likely are, or you wouldn’t be here, then you’re coming out of pocket for a traditional media placement.
Technology and how we’re using it to consume media has also shifted. There are more and more publications everyday that are attracting different audiences, and a general decline of traditional media consumption. There’s also been a rise in ad-blocking technology, which means running ads also runs the risk that they may not reach their intended audience. And if you’re going where your audience is, that’s social media.
Finally, where video and social media platforms have a handful of ways for your audience to engage with content, traditional media doesn’t. Traditional media presents limited opportunities, you might be tracking views, or pageviews, or unique clicks, but there just isn’t as many opportunities as say, a TikTok video.
It’s all about balance, though, right?
I’m not saying to abandon all hope. Everything is about balance, right? Traditional media placements still have a significant impact on public relations campaigns, and reaching your core audience. But, don’t assume that TikTok and other video platforms are only for cringey dances uploaded by your local teenagers. Viral videos, along with partnering with content creators and social media influencers, have value for your organization and your brand’s reputation. Leverage the strengths of video content creation and traditional media placements to get the most out of your efforts.