Why the Heineken Video Went Viral

Why is online content shared? To build one’s social standing? Or develop the sharer’s self-image? Those and related questions were answered last week in “10 Ingredients for Your Video to Go Viral” for the All About Direct Marketing Virtual Conference and Expo. I mentioned the recent Heineken viral video “Worlds Apart.” So today, here are a few reasons why.

How Can Video be Used in B2B Marketing?

There are many applications for business marketers to use video. Introduce executives, key people, or those on the front lines of the customer experience to establish a human connection. Show testimonials.

Get inside the service or product and show how it all comes together. If you have a complicated story, video is a great way to uncomplicated your message.

Do You Think You Have to Use a Video Software That Utilizes Subtitles? Is There a Cost-Effective Way to do That?

Subtitles are not required. But subtitles can help move along a story, especially if the story is complex. Many people initially begin viewing videos on social media with the sound muted. Subtitles give context and invite engagement (to turn the sound on).

The simplest way to add subtitles is to let YouTube ad automatic captioning. Click here for instructions.

Otherwise, there are several apps for adding captions on iOS and Android devices. Here are some reviews.

There are various automated captioning apps and plug-ins for Mac and Windows machines, some of which can “round trip” with Adobe Premier and Final Cut Pro.

Consider manually adding “lower third” titles to your video that correspond to content and timing of the spoken words. Unless you have a large volume, this is probably the most straightforward solution. No learning curve, no expense beyond knowing your editing software.

Do your research using Google. Search “video captioning apps.”

On-Demand Link to 10 Ingredients for Your Video Go Viral

If you missed my All About Direct Marketing session, you can watch it online here. The link will be live until early August.

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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