Perhaps the biggest obstacle to overcome with online video as a marketing tool – like that of mainstream broadcast – is that of managing high expectations.
YouTube et al have secured a place in the hearts of marketers and other brand specialists by virtue of their ease of use and ability to create a buzz around a product or initiative with often no effort whatsoever.
But every eureka moment of enthusiasm should be tempered with remembering some of the basics.
Almost everyone dreams of creating the next viral video sensation, not least BeMyGuest which has created a series of clips to plug its Berlin holiday apartment portal.
The company jokes on its blog that it has blown its entire marketing budget on the five-part extravaganza. But perhaps telling users that the video is “V Funny” in the title is a sure fire way to lose the very spirit of what it hopes will be a viral hit.