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Opinion Editorials

Paying for visual content? Wondering why it’s not going viral?

It’s the internet equivalent of winning the lottery. It’s Bieber, Kardashians, and Purina’s Puppyhood. It’s MAGIC. And here’s why you can’t buy it.

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I’d like a viral video please

Yes, and we’d like to make you one.

It’s the internet equivalent of winning the lottery. It’s Bieber, Kardashians, and Purina’s Puppyhood. It’s MAGIC.

As advertisers attempt to reduce their costs in media and become more aware of the power of the internet, they are more frequently telling me and other creatives in our community, “I want you to make me a viral video.” Well, probably not. We can make you a great video that will appeal to your customers and sell your product or idea, but viral? Probably not.

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But I want it now!

We all want to be famous or celebrated. We want to stand out in that crowded, noisy, bloviated place that connects us all to one another in ways we revere (when things go right) and fear (when things go wrong and we’re attacked by a comments section that’s more destructive than a nuclear blast and seems to live on in the minds of our investors and customers for, well, EVER).

I work with great writers and creative people, “Surely (clients say), they can sit down and come up with a viral video. There is so much talent in Austin in animation, and games, and graphics, and video, and writing, and production, and events, surely you can get together the right folks and make a viral video”. Not so fast. And, most significantly, not that easy. Why?

Each minute of the day there are 48,000 videos uploaded to YouTube. That’s 2,880,000 homemade, professional, kitty, puppy, cute kid, product, and other videos an hour competing to go viral or 69,100,000 videos a day longing to go viral, seven days a week.

It’s all about your audience

Harvard Business Review says videos go viral depending on how they make the internet community “feel”, and that they make the watchers want to share because it says something about THEM (their beliefs, sense of humor, opinion, lifestyle, etc.) Forbes says focus on what’s happening in popular culture and speak the same language as your target audience with interest in popular culture (like Game of Thrones, Star Wars, Downton Abbey), and your content is more likely to be shared and possibly, just possibly, go viral.

TED talks instruct us that videos go viral with the help of a community and tastemakers within two days of posting ­ best to be done on Thursday or Friday.

The Night Agency, which produced Purina’s Puppyhood viral video, had all those things in addition to a client willing to take a risk with a new idea. It also had puppies. Their commercial is brilliant. So is their visual work for Time, Keds, Lego, and Hanes,­ but none of those videos went viral. They hit the lottery. But, they don’t hit it every day nor on demand.

Viral or not, high quality is high quality

So, if Jimmy Kimmel or Ellen are in your rolodex, and if you know a blogger or if you have 50,000,000 Twitter followers, and if you have a pack of puppies or kittens willing to do a parody of “The Force Awakens”, our chances improve to make you a viral video.

There’s still no guarantee.

A unique, custom video that sells what you make to the customer you target? Guaranteed. Viral? One chance a day in 69,100,000. Still, if you want to represent your company or your brand, getting help from professionals is a good idea because even if you don’t go viral, you’ll still have a quality video.

#GoingViral

Matthew Winters is the owner of Austin Visuals 3D Animation Studio , a Full-Service 2D & 3D animation studio, advertising agency, and video production studio. As one of Austin's movers and shakers, he also founded Speed Friending Events which produces networking mixers and social events in over 14 cities nationally. Matthew is dedicated to providing solutions to social and technology related issues in the industry.

Opinion Editorials

DNA tests are cool, but are they worth it?

(OPINION EDITORIAL) DNA tests are all the rage currently but are they worth potentially having your genetic makeup sold and distributed?

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Over the last few years, DNA testing went mainstream. Companies like Ancestry.com and 23andMe have offered easy access to the insights of your genetics, including potential health risks and family heritage, through simple tests.

However, as a famously ageless actor once suggested in a dinosaur movie, don’t focus too much on if you can do this, without asking if you should do this.

When you look closely, you can find several reasons to wonder if sending your DNA to these companies is a wise choice.

These reasons mostly come down to privacy protection, and while most companies do have privacy policies in place, you will find some surprising loopholes in the fine print. For one, most of the big players don’t give you the option to not have your data sold.

These companies, like 23andMe and Ancestry.com, can always sell your data so long as your data is “anonymized,” thanks to the HIPPA Act of 1996. Anonymization involves separating key identifying features about a person from their medical or biological data.

These companies know that loophole well; Ancestry.com, for example, won’t even give customers an opt-out of having their DNA data sold.

Aside from how disconcerting it is that these companies will exploit this loophole for their gain at your expense, it’s also worth noting that standards for anonymizing data don’t work all that well.

In one incident, reportedly, “one MIT scientists was able to ID the people behind five supposedly anonymous genetic samples randomly selected from a public research database. It took him less than a day.”

There’s also the issue of the places where that data goes when it goes out. That report the MIT story comes from noted that 23andMe has sold data to at least 14 outside pharmaceutical firms.

Additionally, Ancestry.com has a formal data-sharing agreement with a biotech firm. That’s not good for you as the consumer, because you may not know how that firm will handle the data.

Some companies give data away to the public databases for free, but as we saw from the earlier example, those can be easy targets if you wanted to reverse engineer the data back to the person.

It would appear the only safe course of action is to have this data destroyed once your results are in. However, according to US federal regulation for laboratory compliance stipulates that US labs hold raw information for a minimum of 10 years before destruction.

Now, consider all that privacy concern in the context of what happens when your DNA data is compromised. For one, this kind of privacy breach is irreversible.

It’s not as simple as resetting all your passwords or freezing your credit.

If hackers don’t get it, the government certainly can; there’s even an instance of authorities successfully obtaining a warrant for DNA evidence from Ancestry.com in a murder trial.

Even if you’re not the criminal type who would worry about such a thing, the precedent is concerning.

Finally, if these companies are already selling data to entities in the biomedical field, how long until medical and life insurance providers get their hands on it?

I’ll be the first to admit that the slippery slope fallacy is strong here, but there are a few troubling patterns of behavior and incorrect assumptions already in play regarding the handling of your DNA evidence.

The best course of action is to take extra precaution.

Read the fine print carefully, especially what’s in between the lines. As less scrupulous companies look to cash in on the trend, be aware of entities who skimp on privacy details; DNA Explained chronicles a lot of questionable experiences with other testing companies.

Above all, really think about what you’re comfortable with before you send in those cheek swabs or tubes of spit. While the commercials make this look fun, it is a serious choice and should be treated like one.

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Opinion Editorials

How to deal with an abusive boss and keep your job, too

(OPINION EDITORIAL) Sometimes bosses can be the absolute worst, but also, you depend on them. Here’s how to deal with an abusive boss and, hopefully, not get fired.

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Nothing can ruin your work life like an abusive boss or supervisor. But when you’re dependent on your boss for assignments, promotions – heck, your paycheck – how can you respond to supervisor abuse in a way that doesn’t jeopardize your job or invite retaliation?

A new study to be published in the next Academy of Management Journal suggests an intriguing approach to responding to an abusive boss. As you might expect, their study shows that avoiding the abuser does little to change the dynamic.

But the study also found that confronting the abuser was equally ineffective.

Instead, the study suggests that workers in an abusive situation “flip the script” on their bosses, “shifting the balance of power.” But how?

The researchers tracked the relationship between “leader-follower dyads” at a real estate agency and a commercial bank. They found that, without any intervention, abuse tended to persist over time.

However, they also discovered two worker-initiated strategies that “can strategically influence supervisors to stop abuse and even motivate them to mend strained relationships.”

The first strategy is to make your boss more dependent on you. For example, one worker in the study found out that his boss wanted to develop a new analytic procedure.

The worker became an expert on the subject and also educated his fellow co-workers. When the boss realized how important the worker was to the new project, the abuse subsided.

In other words, find out what your boss’s goals are, and then make yourself indispensable.

In the second strategy, workers who were being abused formed coalitions with one another, or with other workers that had better relationships with the boss. The study found that “abusive behavior against isolated targets tends to stop once the supervisor realizes it can trigger opposition from an entire coalition.”

Workplace abuse is not cool, and it shouldn’t really be up to the worker to correct it. At times, the company will need to intervene to curb bad supervisor behavior. However, this study does suggest a few strategies that abused workers can use to try to the tip the balance in their favor.

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Opinion Editorials

Avoid the stack, conquer busy work as it comes

(PRODUCTIVITY) It’s easy overwhelmed with emails and a stack of real mail. But tackling as it comes may help to enhance organization and productivity.

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A few weeks ago, I was walking through my office (also known as my bedroom after 5 p.m.) and I noticed a stack of mail that I had tossed aside over the course of the last few months. While they were non-urgent, this collection of paperwork had been opened, read, and left unattended.

Now, this was a classic move of mine – leave a mess for Future Taylor to clean up. So, imagine my surprise when Present Taylor woke up and decided to put an end to “the stack.”

I sat down, went through everything, and took care of what needed to be done. Even though my wallet took a few hits, it felt great to have this cleared up and off my desk.

Right then and there, I made it a rule to let things only cross my desk once (unless there’s some extenuating circumstance in which it requires me to come back to it; i.e. my favorite sentence on this paperwork “This is not a final bill.”) There’s no point in drawing out the stress that “the stack” induce.

This led me to finally attacking something that’s been on my to-do list since I created my Gmail account in 2009 – create an organizational system.

I set aside some time to create folders (for individual projects, people I communicate with frequently, etc.)

While this is all stuff that you may have already implemented, my point is that this increase my productivity and lifted a weight off of my shoulders I didn’t acknowledge was there.

So, I encourage you to find one of those menial tasks that has been on your to-do list forever and tackle it.

This can include, organizing all of your electronic files into folders, updating your phone and email contacts, or going through all of your desk drawers to get rid of unneeded items. Organizing and freshening up your workspace can help increase your focus.

Once you’re organized and in gear, try the “let it cross your desk once” method. When an email comes in, respond to it or file it. When a bill comes in, pay it. You may be surprised at your rise in productivity.

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