Viral Video Ads: Effective, Misleading or Both?


By James F. Thompson Comment

Have we become that cynical? Has viral marketing ruined every uplifting video on the Internet? We’re guessing the answer is yes.

A new video featuring security camera clips of people doing wonderful things for and with other people recently swept across Facebook, generating waves of heartfelt comments and thousands of thumbs up. However, it doesn’t take long for the modern day consumer to think, “Wait a minute. Is this a commercial?” In this case the answer is, again, yes.

No one likes playing the fool.

The PR industry must take a candid view of viral marketing and the efficacy of videos that create an emotional impact on the surface but hide more subversive, profit-oriented intentions beneath all those good vibration. In the long run, do they create stronger connections with viewers/potential customers or send them running in the opposite direction?