According to Chaffey & Smith (2008), “viral marketing is a clever idea, a shocking idea or a highly informative idea which makes compulsive viewing. It’s so amazing that it makes people want to pass it on”. It can be extremely effective in reaching a large number of people, in various countries, at rapid speed and YouTube helps to achieve this. Viral marketing also occurs in social networks (for example; retail brands incorporate video/sound content into social media platforms like Facebook and Twitter). A viral marketing execution must need to create a “buzz” in order to be successful. YouTube also gives visitors the chance to “share” video content via email, Twitter, Facebook, “recommend to a friend” etc. thus improving word-of-mouth. Overall, the strategy relies heavily on a “high pass-along rate from viewer to viewer”.
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| The use of YouTube in the online fashion retail market |
New to the social media network in 2013 are
video content websites/mobile apps; Vine & Keek. Both websites allow
users to upload short, snappy and to the
point video clips for their viewers. Using these video features, brand can form
closer relationships with their audience and expand into further online
platforms for maximum outreach and public media coverage.
Vine and Keek are both exclusive mobile apps where users can upload
short promotional or entertainment videos. An example of the ASOS vine account
is shown below. The organisation primarily use the apps to get customers more
involved with the brand and improve/build effective relationships. Similarly to
Instagram, both new online platforms are also regularly used in conjunction
with Twitter. Proving to already gain numerous followers and fans, Vine and
Keek are the newly effective and innovative marketing policies within the
industry, establishing great results already. They do both however limit
content to just around less than 30 seconds per video which can prove
disadvantageous in some cases.
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