Some of us have heard of, or even seen the music videos of the American alternative rock band “OK Go”, famous for its viral videos. The band has enjoyed viral marketing success on Youtube because of its quirky music videos that are watchable and shareable.
Recently, OK Go released a new music video, “Upside Down & Inside Out”, featuring the band engaging in their signature choreographed routine aboard a zero-gravity airplane ride (you can watch the music video on their Facebook page).
What is interesting is that this is the first time the band has turned to Facebook, instead of uploading it on Youtube, the usual go-to platform for music videos. If you try to search for the video on Youtube, you will only find a clip that encourages people to check out the music video on Facebook instead. OK Go cited a few reasons why they chose to go Facebook-only, mainly because of the increasing reach and engagement of Facebook when it comes to videos. In addition, Facebook has been working towards “increasing ad revenue for video content creators”, making it an appealing alternative to Youtube. The band has also had a rough partnership with Youtube, largely because of the insignificant ad revenue gained each time its video gets played.
You can read about it here: http://www.adweek.com/news/technology/why-ok-go-went-facebook-only-debut-its-buzzy-zero-gravity-music-video-169599
Although the band is confident about its bold move, will it be able to replicate its viral marketing success on another native video platform, Facebook?
Here are some of its viral music videos:
Yesterday, Singaporean actress Rebecca Lim posted on her Facebook page “I’m all set and I’m retiring.”. The post generated a great amount of interest with over 4,000 likes, 222 shares, and many fans commenting their well wishes for her future.
However, last evening, she posted again on her page with a video with details about her “retirement” – which actually turned out to be just a mention of how she signed a retirement savings plan with NTUC income.
While this post received less than half the number of likes compared to her first post, it was shared a whopping 639 times with 400 comments – which were mostly negative, chiding her and NTUC Income for what seems to be an overdone marketing ploy.
The tone of comments and remarks for Rebecca Lim went from generally positive to overwhelmingly negative within a single day. But, it did bring about attention to NTUC Income and the more or less good intention of getting Singaporeans to plan for their future.
Could it be a successful social media strategy albeit the negative feelings felt by fans and followers who were truly saddened by her news of retirement?
Watch the video here:
We all know social media is powerful. And yet, there is something even more powerful in calling us to action – social media from influencers.
For this week’s reading Impact of Social Media in Power Relations of Korean Health Activism, we see how endorsement from largely followed individuals such as politician Lee Chung Hee and actress Ku Hye-Sun was a godsend in pushing KLPG’s causes to the masses through social media. However, these endorsements were a result of much effort on KLPG’s side to get the relevant influencers to spread the message to their followers (with great results subsequently).
On the flip side, what about ideas which get organically pushed to the forefront of hot issues in social media, and result in unplanned “benefits” to the relevant organisations? I came across an article talking about how Beyonce’s latest song, Formation, which has viral videos of both her music video and her live performance on last week’s Super Bowl Sunday, unintentionally put a restaurant called Red Lobster into the social media limelight and spiked its sales. All of this was due to a short two lines in her song “When he f*ck me good I take his ass to Red Lobster, cause I slay“, out of a total of ~70 lines.
This example really highlighted the unpredictability of social media to me. Many social media strategists make calculated actions in an attempt to push for sales, awareness, etc. While Beyonce’s Youtube videos on Formation, for the most part, are being interpreted largely to be a statement about Black/ White racial tensions, on the sideline – Red Lobster is benefiting a spike in sales, and has also trended and had a record high number of likes and shares on its posts because of a small and uncoordinated mention.
How do/ should we make sense of this?
Here is the article for reference:
The lyrics of the song:
Beyonce Formation video (contains profanities, please watch at your own discretion!)