It wasn’t a blind effort without thought or strategy, but neither did we expect our marketing video to hit 500,000 views within a week. So, naturally, we sat down to analyse what worked and what didn’t.
So here are the top 5 factors we came across that we think made our marketing video do as well as it did..
1. Entertainment value.
Lone individuals who are willing to purchase US$300,000 worth of CDs to support their favourite AKB48 performer are hard-proof of the importance of star-power and the entertainment value they bring to their fans. This one-sided relationship is known as parasocial interaction, but we’re not going to talk about that here.
Most people, young, old and everyone else in between, get onto the Internet to be entertained. Entertainment is as important to the human mind as food is to his/her biological function.
So whether it’s star-power, a good/dramatic love story, thought-provoking ideas, simple slapstick comedy or the awe-factor (think of Russian male toxicity vids of them hanging a hundred meters off the ground by their hands from metal beams) – there’s no denying how important entertainment value is in attracting the masses.
2. Good art direction.
However, no matter the star-power; bad art direction will ruin any production. Bad productions aren’t enjoyable to watch and will turn viewers off. And it’s certainly unflattering to be associated with such work – especially for those on-screen. There are only a handful of masochists out there who would voluntarily watch bad stuff – so we were determined to use good art direction for our production! (duh…