34 Replies Latest reply: Jun 20, 2013 9:09 AM by carolgunn RSS

    Why did this mini-video fail to go viral?

    carolgunn Community Member

      Why did this mini-video fail to go viral?

       

      I created this short motion graphics project in AE and PR Pro for my hearing protection client in Switzerland for their "Sleep Plugs" product. She asked for a European look and feel, where tasteful nudity is common in advertising. Our target demographic is males, aged 18-35. The client posted it at her Zurich-based company’s website and hoped it would spread virally. We believed there was actually a good chance of that happening since we have three main elements of a viral video: sexiness, surprise, and humor. However, the number of views was much lower than we had hoped.


      Please watch the video (it's just 30 seconds) before reading my comments and questions below so that I don't influence your first impression.

       

      https://vimeo.com/63794871
      Password: GUNN

       

      Please give me your thoughts on these questions:

       

      1. It was my intention to set the viewer up to expect that the couple was going to have sex, then to provide some unexpected humor when she goes to sleep and snores instead. Did you think that was funny?

       
      2. In an ideal world, this would have been live video, but, for budget constraints, and since there would've been very little movement in a video anyway, we went for a graphic approach, basically a pan across a wide, horizontal photo, with music bed and voiceovers, and logo/tagline at the end. Do you think this was an acceptable compromise?

       

      3. With the outtake-style photos at the end, It was my intention to add a touch of silliness and show that we are not taking ourselves too seriously. Do you think that worked?

       

      4. What do you think of the voiceovers?

       

      5. What do you think of the choice of music? (I wish we could have had Marvin Gaye's "Let's Get It On"! altho, not sure how big that is with 18-35 year old males in Switzerland.)

       

      6. These next two may be the most important questions: the context the video was presented in. My intention was to have the viewer sucked in by the sexy partial image and want to know more, thinking "What is this? . . . a  joke? . . . porn?!?" (remember, they are 18-35 yr old males!) and watch it long enough to get to the joke and the appearance of the product. (I know I have watched several videos that turned out to be ads, but they were so entertaining and well done, I did not mind. In fact, I admired how they sucked me in!)

       

       

      My client posted the link to the video on her company Facebook page, with the comment "Check out our new video." The link led to her company's official website and the video appeared on a page surrounded by other text, photos, and the company's name. It is my opinion that this took away some of the incentive to watch the video, since now the viewer already knows it is going to be an advertisement. Would you agree?

       

      7. I feel the video should've been presented "in a vacuum", so the viewer would have no fore-knowledge of what it was or why their buddy forwarded it to them. I think links to most viral videos lead to YouTube or Vimeo (not to a company website.)  What do you think would be the best method of distribution for this little video?

       

      And, if you have any other thoughts, please let me know.

       

      Thank you for your time and consideration,

       

      --Carol

       

      Carol Gunn
      Gunn Graphics
      Austin, TX
      www.gunngraphics.biz
      www.linkedin.com/in/carolgunn

       

        • 1. Re: Why did this mini-video fail to go viral?
          JSS1138 CommunityMVP

          1. Yes.

           

          2. Definitely not.  It looked cheap and it failed to do the one thing it should have done, sell me on the idea of using hearing protection while sleeping (an idea that has never even occurred to me and seems quite strange).  This piece needs live motion, as well as some type of explanation on why anyone would want this.  For me at least, you're not just selling one brand among others, you need to sell the actual idea that this product is a good thing to have, because right now, I don't get it.

           

          3. I'm writing this right after seeing the piece, and I already don't recall those.

           

          4. She was sexy.  (Did anyone else talk?)

           

          5. Didn't bother me, didn't impress me.

           

          6. Hard to say without seeing the page.

           

          7. I'd agree.

          • 2. Re: Why did this mini-video fail to go viral?
            joe bloe premiere Community Member
            ...using hearing protection while sleeping (an idea that has never even occurred to me and seems quite strange).
            ...you need to sell the actual idea that this product is a good thing to have, because right now, I don't get it.

            A snoring spouse... not a very sexy concept.

             

            • 3. Re: Why did this mini-video fail to go viral?
              carolgunn Community Member

              Thanks, Jim! I really appreciate good, honest, constructive criticism.

               

              Evidently, you do not sleep with a snorer. I have had to use ear plugs to be able to sleep in the same room with my husband  for years!

               

              You are right--it was cheap, (my client is just starting up and they do not have a lot of money in their budget) but I had hoped that the photo would be pretty enough to keep it from looking cheap. I even hired a professional photographer instead of shooting it myself.

              --c.

              • 4. Re: Why did this mini-video fail to go viral?
                JSS1138 CommunityMVP

                See, for me the snoring issue failed to come across.  This is why it needs to be live action, I think.

                • 5. Re: Why did this mini-video fail to go viral?
                  carolgunn Community Member

                  Jim, I wonder if I can fake live action by morphing another shot of her face (we shot a ton of 'em!) like, from the existing shot to one where her mouth is a little more open and kinda twisted. . . .

                  • 6. Re: Why did this mini-video fail to go viral?
                    PierreLouisBeranek Community Member

                    Hi Carol,

                     

                    I have to agree with Jim.  A still image screams 'cheap'.  If I didn't watch the video with the intention of providing feedback, I would have tuned out after about 5 seconds, before even getting to the 'punch line'.  With so many bad videos on YouTube, people's attention span have been reduced to mere seconds.  If we don't like what we see in the first few seconds, we tune out and click on another link.  I imagine many people who watch this video never get to the end since the moment they see it's a still image that probably won't change to live action, they think 'cheap' and tune out.

                     

                    For a video to go viral, people have to want to pass it on to all of their contacts.  For this to happen, they have to imagine that others will thank them for sharing the video, not roll their eyes and ask 'Why are you wasting my time with this?'  "sexiness, surprise, and humor" are not enough for a video to go viral.  You also need great execution.

                     

                    3. Didn't work for me.  It makes it look like the commercial and product are a joke, especially hearing the guy's laughter in the background.  First the commercial would have to sell us on why the product is worthwhile/needed, which is doesn't.

                    4. The girl's voice is sexy, but it does not match the visuals, thus it ends up sounding fake and unnatural.

                     

                    The guy's tatoo is a huge distraction.  Is it a human heart?  Why is it there?

                    Low budget doesn't have to mean a cheap look.  Unfortunately the titles and the transitions (push, ripple dissolve) at the end also scream cheap.  Nobody uses these kinds of effects on TV, so it's best to leave these for home videos and out of any professional work.  Push transitions can work, but usually only if it's a quick transition, around 3-8 frames long.  Slow push transitions scream 'Power Point', which in turn screams 'cheap'.

                     

                    Hope this helps!

                    Cheers

                    • 7. Re: Why did this mini-video fail to go viral?
                      carolgunn Community Member

                      No, of course the snoring spouse is not sexy--it was intended to be funny, since I set the viewer up to expect a sexy video then hopefully, surprised them with the rude snore, surprise being a major part of humor.

                      • 8. Re: Why did this mini-video fail to go viral?
                        joe bloe premiere Community Member

                        I agree that live action would be much more effective.

                        You wouldn't need that much... a few scenes for the set up:

                        (maybe a dinner date / flirting / foot on leg under table / sexy looks).

                        Build anticipation for "the impending event"... maybe cab ride home.

                        Cut to house / apartment interior... clothing strewn across floor

                        leading to bedroom (suggesting a hurried undress... leading

                        the viewer further into the misperception of what's next).

                         

                        Camera moves to bedroom, VO(s) about "protection".

                        Then pull the rug out from under the perception you have built...

                        cut to an open-mouthed, full-throated snore from wife, pan to

                        smiling, content husband falling asleep.

                        Maybe even toss in a wincing dog or cat that is

                        not enjoying the "protection" from the snoring.

                         

                        Storyboard it, a one day shoot... maybe even less.

                        I know shooters in your area that can take this concept and run.

                        • 9. Re: Why did this mini-video fail to go viral?
                          carolgunn Community Member

                          Yikes, Pierre! Well, I did ask for it! Now I am starting to wonder if, rather than than trying to fix it, we should just chalk it up as lesson learned and move on.

                           

                          Altho, if I do try to "fix" it, I will definitely remove the tatoo. Yes, it is a human heart (not a chicken!)

                           

                          Above, I discussed creating "mavens" by involving them in the creation process and hoping that would provide incentive for them to pass it on.

                           

                          I am at the expert level in PS, ID, etc, but just starting out in PR and AE. I know I can always tell when people's print projects look like they are done by a beginner. Now I find myself in that poition. So I will definitely take your advice to heart about the  titles and the transitions (push, ripple dissolve) at the end also screaming cheap. But, dang! I had hoped that the ripple disslove into the sound wave of the client's logo might be appropriate in this instance.

                          • 10. Re: Why did this mini-video fail to go viral?
                            JSS1138 CommunityMVP

                            (maybe a dinner date / flirting / foot on leg under table / sexy looks).

                             

                            I don't even think you need that much.  Just turn that photo into live action and this can work.

                            • 11. Re: Why did this mini-video fail to go viral?
                              Biggles Lamb Community Member

                              I'm with the guys, live action always and for the european market more skin.

                               

                              It was to subtle for the target age range, without the second clip and voiceover for the plugs the yellow earplugs in the still would have gone un-noticed.

                               

                              Nice voice

                              • 12. Re: Why did this mini-video fail to go viral?
                                joe bloe premiere Community Member

                                What do you know?

                                You didn't even catch it was about snoring!

                                • 14. Re: Why did this mini-video fail to go viral?
                                  joe bloe premiere Community Member

                                  Jim Simon wrote:

                                  (maybe a dinner date / flirting / foot on leg under table / sexy looks).

                                  I don't even think you need that much.  Just turn that photo into live action and this can work.

                                  In my mind, it's all about building the misperception,

                                  and then yanking it away (with humor).

                                  • 15. Re: Why did this mini-video fail to go viral?
                                    JSS1138 CommunityMVP

                                    Agreed.  I just feel it can be accomplished with a dolly shot up the length of the couple, similar to what we see now with the image pan.  But when we get to the head, we see what's really going on.  The motion of the actors is all that's missing, actually seeing them go to sleep.

                                     

                                    Simple and effective.

                                    • 16. Re: Why did this mini-video fail to go viral?
                                      joe bloe premiere Community Member

                                      Simple and effective.

                                      And... not likely to "go viral".

                                       

                                      • 17. Re: Why did this mini-video fail to go viral?
                                        JSS1138 CommunityMVP

                                        Well, that should probably be a happy coincidence anyway, rather than the goal.

                                        • 18. Re: Why did this mini-video fail to go viral?
                                          joe bloe premiere Community Member

                                          I tend to agree, but that is the OP's stated goal.

                                          • 19. Re: Why did this mini-video fail to go viral?
                                            carolgunn Community Member

                                            I should restate my goal, which is two-fold: to increase sales of custom Sleep Plugs and to raise brand awareness of the company 2pluxx. It's not even a guarantee that if a thing goes viral, it will increase sales. The bottom line is. . . the bottom line! There is not even any guarantee that if a thing does goes viral, that it will increase sales.


                                            What's an OP?

                                            • 20. Re: Why did this mini-video fail to go viral?
                                              joe bloe premiere Community Member

                                              OP = Original Poster.

                                              • 21. Re: Why did this mini-video fail to go viral?
                                                carolgunn Community Member

                                                Jim, I wonder if I can fake live action by morphing another shot of her face (we shot a ton of 'em!) like, from the existing shot to one where her mouth is a little more open and kinda twisted. . . .

                                                 

                                                Or would that look even cheezier?

                                                • 22. Re: Why did this mini-video fail to go viral?
                                                  JSS1138 CommunityMVP

                                                  Cheesier, I think.

                                                   

                                                  I just don't think you'll be able to get away without live action on this one.

                                                  • 23. Re: Why did this mini-video fail to go viral?
                                                    carolgunn Community Member

                                                    Believe me, I know some competent and even world-class shooters in the Ausitn area (I love this town!) but, the client has NO budget. That is a real fun scenario you wrote there!  I'll come back to that in a year when maybe the client has made some moneyEffect

                                                     

                                                    Right now, my challenge is what can I do, given my toolbox of AE &PR, with a still image and some voiceover (luckily my husband has a recording studio right there in the garage!)

                                                    • 24. Re: Why did this mini-video fail to go viral?
                                                      joe bloe premiere Community Member

                                                      (I love this town!)

                                                      Me, too.

                                                      That is a real fun scenario you wrote there!  I'll come back to that in a year when maybe the client has made some moneyEffect

                                                      I have a couple of others in mind that are more risqué.

                                                      After all, sex sells.

                                                       

                                                      Good luck!

                                                      And, you can probably find someone in Austin

                                                      who would be willing to shoot this 'on spec'.

                                                      • 25. Re: Why did this mini-video fail to go viral?
                                                        carolgunn Community Member

                                                        That seems to be the general consensus! But stil I'd like to try, just for fun, and practice. Altho, at this point, some billable hours would be a wiser choice of how to spend my time!

                                                        • 26. Re: Why did this mini-video fail to go viral?
                                                          carolgunn Community Member


                                                          I have a couple of others in mind that are more risqué.

                                                          Yeh, me too! (winky face)

                                                           

                                                           

                                                          After all, sex sells.

                                                          That is what we are hoping!

                                                           

                                                          Good luck!

                                                          Thanks--I'll need it!

                                                          • 27. Re: Why did this mini-video fail to go viral?
                                                            jamesp2 Community Member

                                                            It would, I think, be possible to create a spot with nothing but still photos, but it would require more shots, some skillful editing and more dialogue, to draw the viewer in.

                                                             

                                                            If you want something the length of the current spot, however, it will likely never come alive, without live-action and erotic content.

                                                             

                                                            As a side note, earplugs are an item of great interest to me (I've tried them all) and the most comfortable effective and comfortable are made from beeswax -- just like in the Odyssey, 10000 years ago (remember the Sirens?).  Plus ca change....

                                                            • 28. Re: Why did this mini-video fail to go viral?
                                                              carolgunn Community Member

                                                              The client's original concept was a long slow travel up the contours of a beautiful body (or bodies) in much the same way as was done wtih a car body in a car commercial she had seen. My hope was that the beautiful photo and the suggestive dialog would make the viewer hang in there. But as the previous commenters noted, our attention spans are so short these days!

                                                               

                                                              I think I will stop stop short of actual erotic content!

                                                               

                                                              I do remember those Sirens!

                                                              • 29. Re: Why did this mini-video fail to go viral?
                                                                Steven L. Gotz Community Member

                                                                1. Yes it was funny, but the snoring would have been better if it had been a little more realistic. Being married to a person snores, I know well what real snoring sounds like. What you have is what wakes them up. Then it stops for a moment. The really annoying stuff is just before that. (I also snore, so we will be looking into this product.)

                                                                 

                                                                2. I don't mind the still picture with the pan. I am a dirty old man and would probably watch all the way through anyway. I don't, however, like the way you changed the direction of the pan at around the 18 second mark.

                                                                 

                                                                3. Yes

                                                                 

                                                                4. They were fine. 

                                                                 

                                                                5. The context was fine. The surprise worth the wait. If it was placed in the front of a YouTube video, people would realize it was an ad, but would it really matter? Young men (and many old ones) are going to want to see the rest of her. But his Tatoo has to go.

                                                                 

                                                                6. The music was fine. Not at all memorable, so it must not have gotten in the way.

                                                                 

                                                                7. It is difficult to show a video in a vacuum. This is not the type of thing that goes viral. It is, however, the type of video that gets sent to a snoring roommate.

                                                                • 30. Re: Why did this mini-video fail to go viral?
                                                                  Bill Hunt CommunityMVP

                                                                  This is not the type of thing that goes viral.

                                                                   

                                                                  I think that for that, one needs a cat playing a piano, or some dude riding a skateboard off a 3rd story roof, into a big mudhole, or somehing of the kind?

                                                                   

                                                                  Hunt

                                                                  • 31. Re: Why did this mini-video fail to go viral?
                                                                    carolgunn Community Member

                                                                    I think you are right, jim. Tere is so much out there, we cannot hope to compete with it all!

                                                                     

                                                                    Like I said a little earlier: I should restate my goal, which is two-fold: to increase sales of custom Sleep Plugs and to raise brand awareness of the company 2pluxx. It's not even a guarantee that if a thing goes viral, it will increase sales.

                                                                     

                                                                    Plus, I would add to that, getting people to send it to someone they know who has a snoring spouse/girlfriend/boyfriend who snores. That kind of personal peer-to-peer recommendation is priceless!

                                                                    • 32. Re: Why did this mini-video fail to go viral?
                                                                      carolgunn Community Member

                                                                      Steven, your point "not the type of thing that goes viral. It is, however, the type of video that gets sent to a snoring roommate" has made me realize we need to redefine our goal. Thanks for that!

                                                                      • 33. Re: Why did this mini-video fail to go viral?
                                                                        Bill Hunt CommunityMVP

                                                                        Not sure about an increase in sales, but as my poor, long-suffering wife sleeps with me, and an English Bulldog in the same bed, maybe a pair, or two, will be purchased.

                                                                         

                                                                        Now, if they anatomically designed (sort of like her Bose NC earbuds), rather than the wax pellets that one so often sees, then I might pick up some for long flights. Sleeping with my NC headphones is not the easiest thing to do in comfort, and the earplugs that come in my little "amenities kit" are horrible - just bogus!

                                                                         

                                                                        Hey, not "viral," but maybe sales WILL pick up a bit?

                                                                         

                                                                        Good luck,

                                                                         

                                                                        Hunt

                                                                        • 34. Re: Why did this mini-video fail to go viral?
                                                                          carolgunn Community Member

                                                                          Bill, yes, this is reinforcing my idea that we should redfine our goal from simply "going viral' to getting this message to pople who need the product. After all, that is the #1 rule of marketing: if people have no need for your product, they ain't gonna buy it, no matter how good your advertising is!

                                                                           

                                                                          The sleep plugs  are more than anatomically designed, they are custom-fit to your ear. What you do is go to an audiologist or hearing aid dispenser in your area who (gently!) fills your ear canal with a soft impression material to make an ear plug that is custom fit to your ear. You cannot get more comfortable than that! We only say the phrase "Custom Sleep Plugs" one time with no further explanation, so I wonder if that is enough to get the idea across that these are custom-fit to the wearer's own ear. Did you get that from watching the video?

                                                                           

                                                                          And, if you would like to have some of these made for you and your wife (and possibly the English Bulldog!) check out http://www.earinc.com/sleepplugz.php. They can help you find someone in your area who can make the custom impressions for you.

                                                                           

                                                                          (I hope that is OK to do in this forum, to post a link to a commercial website!)