Mind Grapes

and then things get awesome

Most Viewed Videos of 2010

I’ve seen many “best of 2010” type lists coming out this month or soliciting votes to be the best of 2010 in a variety of categories. As I’m prone to do, I lose or gain interest in the various interactive marketing/technology segments through out the year. Right now I’m down on social check-in and up on [viral] video. This month in particular I’ve been digging a little deeper than normal on topics pertaining to video on the web. I’m fascinated by which videos made the top 10 list on YouTube this year, and maybe even more fascinated that I had only seen 3 or 4 of them. I keep wondering, “what makes them tick?”

Today a viral video expert*, Kevin Nalty**, posted a break down of the most popular videos on his blog titled “What We Can Learn from Most-Viewed Videos of 2010“. I enjoyed his post and wanted to comment on a few things I’ve noticed and pose some more questions.

A couple of things stuck out to me and are in line with my own thoughts:

1. Under “Common Themes” we see Nalts point out that both commercial videos and video production quality are a theme of the top ten. I think that because video is becoming so easy to produce [I have a hi-def video camera on me at all times, iPhone 4] that we are flooded more and more with lack luster content. Just like blogs and twitter accounts, where “everyone is a writer” [mine included], only those with exceptional quality and content will stand out. Increasing the sophistication and overall level of detail is going to be imperative to video marketing moving forward.
Question: Is there still the stigma that if it looks too professional then it must not be authentic? I feel like the tide is turning on this one.

2. What’s popular off-line is popular on-line. Not ground breaking news for any of us, but points to the fact that multi-channel marketing is still [in many cases] greater than the sum of its parts.

3. Music + Quirky + “The Common man” = virable***
People are still looking for something original (quirky) and it seems like music is the universal language. Plus people like it when the average person makes good or when celebrities fall. Look at videos like TIK TOK KESHA Parody, Dynamite – A Cappella Cover, or the newer Candlelight – The Maccabeats – Hanukkah. On the music front, that’s one reason I tend to do music videos when I’m working on a video project… even if my visuals are bad I figure people will still like listening to the song. I mean, the #1 video of the year was a song of one of the other most popular videos of the year [BED INTRUDER SONG!!!].

As I’m thinking more on video this month I feel like those who are not leveraging it in their marketing efforts need to get on board. Of course I don’t just mean your TV commercials, I mean everything digital. Make a New Year’s resolution to get your YouTube channel up even if it is just one video, and add that one video to your site if it’s not there yet.

Side Note: I also read something recently that argued it was not possible to “create” a viral video. Many have argued this and I do agree to a certain extent. However, I think most of the videos in the top 10 thought they would “go viral” or at least hoped they would. What do you think?

*Kevin has a book out on online video if anyone is interested…
Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video

**I’ve been in one of Nalts’ videos, check it out >>

*** Trademarked!! I just made that word up… Virable –adjective “Having the ability or potential to go viral”

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