It always amazes me when I hear people talk about leveraging the power of YouTube to “go viral.” But a lot of brands don’t want to step up and create content that will actually work on YouTube. Instead of the short, funny video with a subtle underlying ad message, so many companies end up creating an 8.5 minute history of their brand. (And they wonder why it only gets 12 views).
If you’re a brand and you want to make YouTube work for you, you have to be prepared to create content that works on the platform. The shorter the better. The more shareable the better. And that ad message of yours, you’re going to have to find a way to work it in without smearing it across the screen in the most boring way ever.