Too Many Brands Expect Viral Video Magic

Vidyard CEO Michael Litt argues for more data, more strategy, more content and bigger budgets


Branded video presents a huge opportunity for marketers to capture and persuade a target audience. However, I continue to see companies make critical mistakes with online video content. 

It seems every company wants to replicate viral video initiatives, but they lack both the money and the creative agency to reach the goal. There are simply too many unknowns. Most brands have a restricted budget. And far too often I see brands planning for the Hail-Mary video project without an effective distribution and analytics strategy in place.

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