Insight into a new medium,
This review is from: Viral Marketing: The Science of Sharing (Paperback)
Customer review from the Amazon Vine Programme (What's this?)
We've fiddled in our house with blogs and YouTube videos for some years, and have often wondered what it is about certain videos that captures peoples attention, and makes them "share-worthy" (while being thorough participants!). This hasn't just been because we wanted to grab people's attention ourselves, but also because the internet is just the latest platform for viral marketing, a phenomenon that has helped to make brands cool for decades (I'm sure we can all think of adverts and so on from when we were growing up that captured our attention and put their brands in the front of our heads).
This short but carefully researched book offers analysis of what it is that makes viral videos effective, in terms of both capturing attention and marketing. It's of interest to anybody who would like to know what's going on with these videos, and what makes them effective. It is probably a key reference book for anybody who wishes to make this sort of video part of their marketing strategy.