Would you be interested in learning how to secure viral success for your company indefinitely? Good, because I'm going to tell you a magic formula: invent a great camera. GoPro is a company that did just that–invented a camera. Their core product is a small, versatile HD camera that can easily be mounted to a variety of objects, which makes it perfect for recording video of extreme sports and other non-traditional activities and events.
They have their own YouTube channel, and the company does a lot to create engaging video showcasing their product's capabilities. Here's just one example:
That video has over three million views in just 8 months, and there are several other clips on the Go Pro channel with huge view counts. But the real power in video marketing for GoPro lies in what their customers are saying about them.
Because GoPro provides video creators with the opportunity to capture new events and never-before-seen angles, it's popular with the filmmaking crowd. So popular, that most of them end up mentioning Go Pro's brand name in the video description or within the clip itself.
Like the recent viral hit showing the world the hula hoop's point of view–a video that actually mentions GoPro in the title:
Another video from the same week showed Venice Beach in a "flyover" clip. And it was shot by attaching a GoPro camera to a quad-copter. which captured the action below from a unique height. The result was a camera angle and point of view like nothing we've ever seen before:
That user actually made "go pro" one of his video tags.
Here's another clip, from the U.S. Ski & Snowboard channel–they mention GoPro in the description, and even include the company's logo in the video itself:
The list goes on and on. There are motorcycle enthusiast videos, dirt bike racing videos, paintball videos, remote-control airplane videos–even remote-control boat videos. And all of them mention GoPro in the video, in the description, in the title, or in the tags. That is a huge amount of free publicity and free viral awareness for the camera-makers, and all they really had to do was create a great product.
Now sure, some of these channels are probably loosely affiliated with GoPro–particularly the channels from video equipment shops or organized extreme sports groups. They might even have sponsorship deals that result in some of these videos. But the fact of the matter is that there is a ton of online video content–viral content–that is marketing the GoPro brand without that company having to do anything. They could easily adopt a new marketing strategy: do nothing, sit back and let our fans promote us.
I doubt they'll actually take that approach, but they could.
Now, we can't all invent awesome tiny HD cameras. We can't all manufacture outrageously cool video equipment. But we can learn a lesson about making our fans rabid about our product or service, and enabling them to spread the word about our company on our behalf. That's the upper echelon of online video marketing–when you don't even need to lift a finger to go viral.