🤷 Is there any point to going viral?
Issue #357
Funnily enough we had a little reel go (my version of) viral on YouTube Shorts this week. It got over a 1,000 views compared to the average of 100 or so. To say I was excited was an understatement. But to the point of our main piece today, while it’s a nice shot in the arm, what I really want is subscribers for our channel so we get closer to unlocking more creator tools and market access. Viral is like setting off some fireworks in the street, a nice, fun spectacle, but focusing on real engagement from true fans is the main game. So, if I haven’t said it before, thanks for being a subscriber! Happy Thursday, Simon.
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Going viral doesn’t matter
Early on in video marketing there was always a push to go viral. These days relying on trends, algorithms, or lucky breaks is seen as a gamble, not a viable marketing strategy. Some videos might look good, create a laugh and users may share them but it could fail as a marketing tool if the message is missed. Essentially it comes down to what story you want to tell, and chasing trends isn’t a storytelling technique, it’s a gimmick.
TikTok vs YouTube engagement
If you’re wondering where your video content should be posted, a new report looked at 3.5 million videos that ranked in the top 20 over the last few years. Basically the report wanted to see what works on TikTok versus YouTube. The short answer is both have a purpose and you need to create different versions to serve these purposes. You won’t be surprised to hear that short form rules on TikTok (30 seconds is the sweet spot, anything over five-minutes doesn’t even rank). YouTube’s short form video is ranking higher these days, but it’s where you go for long form videos (we’re talking 15 mins or over, anything between two to eight minutes is becoming less popular). Engagement is where the difference lies. TikTok’s is a lot more stable no matter the video length while it fluctuates on YouTube depending on length and content. For creators, double dipping is key.
What’s happened to the art of copywriting?
A new article recently suggested that advertising copy is getting worse. What’s especially strange is that it could be a deliberate tactic. Some creators and marketers might be aiming for a copy that is so unclear or strange that it gets noticed and discussed in detail. In a world saturated by content there’s a belief that being noticed negatively is better than being ignored. AI also means marketers can churn out as many different versions of similar content as they want. Could marketers think copy doesn’t matter or have the same effect anymore?
Cool Tools
Are the 100 things, yes 100 announcements, at Google IO last week too much for you? There are a lot of game changing AI tools coming out just now but while we find AI useful it’s not cool. What I do find cool this week is this paper camera - if I was going to give my kids something digital for Christmas it would be this. And for myself, in a nice blend of the digital and the analogue, the Klydodock clock. We’ll be getting one of these at Click2View to show off our animation studio’s work.
Hot Tips
If you’re a DaVinci Resolve user, Magic Mask just hit version 2.0. It was already pretty handy for pulling quick masks around subjects, but this update apparently gives you finer control, especially for colour work. I've seen creators use it to selectively darken backgrounds or shift a subject's colours. It’s that kind of targeted adjustment that used to be a real pain. Naturally, people are pushing it – all sorts of inventive lighting effects and colour grades are popping up. If it cuts down on tedious masking, I’m all for it.
Viral Hits
There's a trend sweeping TikTok called "Propaganda I'm not falling for”. It's mostly young creators who've created these critique videos set to popular music. They simply list the marketing tactics or social pressures they're rejecting - everything from "you need this skincare device" to deeper workplace expectations. What strikes me is how they're using humour to dismantle these messages. It's not angry or preachy, just matter-of-fact. The millions of views suggest many people share their skepticism about being constantly sold to, both literally and figuratively.
Stuff from us
How do you get people to actually engage with health insurance information? For Prudential's PRUShield plans, we decided to tell a few stories – visually. The PRUShield Trilogy is our series of three comic strips, where our scripts and illustrations turn essential healthcare solutions into something you’d willingly spend time with. It’s proof that even serious topics can be presented in a way that’s both memorable and, yes, even enjoyable.
$50 to make me laugh
Check out our reader survey. Send us a response and if you can make me laugh while reading it I’ll send you $50. Scouts honour.